While conversion is becoming more and more important to a basic online marketing campaign, we mustn’t forget about the bread and butter of SEO; and that’s getting people to click through to your site from organic links.
Of course, with the prevalence of PPC listings and localised search it is easier said than done. So what next for your poor old organic link? What can you do to give it the boost it needs in the ever more competitive search engine results page?
Getting a link to Page One on Google is a gargantuan task in the first place; but getting a search user to click the link is another thing entirely.
Fortunately, there are quick and easy things that you could do right now to give your organic links the competitive edge. You’ve likely heard of them but are you using them to their full potential?
You might think a title tag exists to help the search engine rank your page but it’s actually more important than that. Your title tag, after all, is that big blue link at the top of the listing. It’s the first things every searcher looks at and if it’s optimised it can be all they need to convince them to click through.
A fine balancing act needs to be struck between optimising this short thread for your keyword targets and also making it short, sweet, readable and appealing; but it’s possible. Try to stick to title tags of around 50 characters, give or take. Any longer than 65 and the whole thing won’t be visible.
It’s best to topload your title tags with keywords, and in order of value since search engine crawlers pay most attention to keywords at the beginning of the tag. Find the balance for robot and user and you’re well on your way to a successful listing.
Below the big blue link and the URL, there’s that snippet or blurb which provides the user with more information. Sometimes it doesn’t make a lot of sense, but when it’s used correctly it can be very influential on the search users decision to click through. It’s also pulled into Facebook posts when a link is shared. As such, it’s another valuable component of a strong link.
Again, it’s down to robots and humans. Search engine bots are only really looking for the keywords or phrases that qualify the link as relevant to a particular search. The user, however, is looking for more than that. Their decision to click will be greatly informed by how useful and readable this description is.
Keep it light, engaging, and compelling; but also keep it to less than 150 characters in length and as much as possible keep your important keywords to the front of the passage.
This is arguably the search listing optimisation that is most frequently overlooked and yet it could be the different between a click-through and a scroll-idly-past.
You can tweak your page URLs to make them as readable as possible. Hyphens can be used to separate words and your URL can be structured as a readable sentence, keywords and all.
It all boils down to humans and robots living in harmony. Keywords for the search engines and the personal, helpful touch for the living, breathing searchers that are going to click your links and make your campaign a success.
Shall we get started?