Increase traffic from search engines by optimizing search results

SEO consultants are chasing every day to get the best positions for the most searched keywords, but most of them neglect the fact that high ranking alone does not mean good search engine traffic. In the following example, I was looking for  kitchen cooking pot in Google  :

Screen Shot 2019-02-18 at 11.18.12 AM_2

The result above is currently in a very good 6th position, but it will almost certainly be clicked by only a small percentage of seekers:

  • Requested phrase "kitchen cooking pots" is not listed in the caption. There is not even a more general phrase "kitchen cooking." All other search results include some variations of the words kitchen or cooking in their title. The seeker expects that, so our result will most likely be skipped.
  • The text in the excerpt (= black text between the title and the link) is not interesting at all. It does not contain the phrase I searched for a call to action.

Well, now we know what is wrong. But how can we make our search result look more appealing?

 

How do search engines make descriptions?

 Title

  • Search engines get title from the HTML content of the title of a landing page.
  • Google displays up to 70 characters in the title of any search results, including spaces.
  • If the title is longer than 70 characters, Google displays as many words as possible and adds three dots (...) for trimming.

 Description

  • The search engine description consists of the text content of the destination page itself or the meta description.
  • The maximum length for Google is 156 characters, including spaces. Longer description is shortened and completed with three dots (...).
  • In addition, Google sometimes displays other information (eg, the date of publishing the page). In this case, the maximum length of your description is 139 characters.
  • If the landing page contains the meta description label and contains the search phrase, Google will display it as a description. It does not have to match exactly, as shown below.
Screen Shot 2019-02-18 at 12.18.03 PM_2
 

 Meta description of landing page on Evanacycles

Screen Shot 2019-02-18 at 12.24.12 PM 2_1

 

 

Extended description

In case of questions about reviews, people, business, or events, Google displays the so-called extended snippet (see below). For more information,  see Webmaster Help  .

Screen Shot 2019-02-18 at 12.43.04 PM_1

 

We check the text of our search results on Google

Firstly, we need to identify the results with poor optimized text. You can enter individual keywords into Google or search your site and check your result manually. Collabim  allows you to see all results together and quickly detect those that need to be improved.

Screen Shot 2019-02-19 at 11.34.21 AM_1

 

To see all the results, click on the all snippets link in the detail of any keyword in Collabim.

Screen Shot 2019-02-19 at 11.41.04 AM_2

 

How to improve the text of search results?

 

Title

  1. Does the title contain the keyword that is the most important for the page? Eg bicycles for evanscycles.com . The search engine highlights searched keywords in the results. The seeker is more likely to click on the results with the keywords he / she has typed in the search.
  2. Is the caption shorter than 70 characters? If it does not, it does not appear in the completed results.
  3. Does the title make sense? Is it not just a list of keywords? You do not want to use a headline such as BIKE SHOP, BIKEMASTER, BICYCLES, TIRES,
  4. Does it contain the site name (ideally at the end)? Eg: BICYCLES | EVANCYCLES.com

 

Description

  1. Does the destination page contain meaningful text in the meta description? Maybe some brief description about the site or the information about the porducts They have not offered
    Some pages contain only a list of Unrelated keywords or words in the meta desctription. Meta description is not necessary to write manually for each page (although it is the best). You can generate it by putting words into a template.
     
    Screen Shot 2019-02-18 at 12.24.12 PM 2_1
  2. If so, does the meta description contain less than 139 characters? 
    In case it doesnt, your text will not be displayed in full version in Google results.
  3. Does it contain the most important keywords for a certain destination page? 
    If not, Google does not use the meta description text in its results and automatically creates an excerpt from the other text of the page instead.
  4. Is the text of the excerpt readable? Does it contain a call to action? 
    Call-to-action can increase the likelihood that people will click on your result.

 

Check your search results with Collabim!

Do you have good search engine rankings on many competing words? And does the actual number of visitors actually come on the web because of these words? Check your results with Collabim, you will definitely get many improvements.

I will gladly answer specific questions regarding optimization of text for search results in the comments.