It’s no secret searchers by and large click on the top 3 search results. Some get smattered throughout the rest of the first page. After that, searchers don’t look at any more results.
But, they don’t factor the top results in as their only consideration. They have lots of other factors in their decision.
And two of those are the big blue headline (SEO Title) and the 2-3 lines of text just below it (META description). When you focus on those two things and what they say, you can identify a nearly limitless number of ways to improve the number of clicks you get.
Here are some things to check:
Whether you sell to businesses or consumers, emotions work at getting attention and causing action. Business people require much more rational evidence to make their decision.
Think “sell the experience,” what your customers get from your products or services. Don’t focus on your products or services themselves. Consumers and business people want a certain experience and emotional benefits because they can get the same product or service many different places.
Whether selling to business people or consumers, they all want to know the next step. It’s something experienced internet marketers do in their marketing. They want to feel like they have one continuous experience. And they want to make sure you deliver on your promises.
Traditional marketers and ad-writers have always found that curiosity has the most power of all emotions. So, your headlines should allude to that emotion if you can’t settle on which other one works best.
Many companies have straightforward, keyword-based headlines like this:
Laptop Computers | PCs for Sale | Desktops for Sale
That builds exposure for those key terms. But, it doesn’t give searchers any reason to click on your result.
So you can be more persuasive by creating a headline-style title like this:
Affordable Laptop PCs For Sale For the Next 3 Days Only
That reads much more like a typical advertising headline that you might see. If you’re concerned about not ranking for certain keywords, simply create more pages selling the same products that contain the keywords you want to go after.
It’s hard to find the right headline and META description that get the most clicks. But, it’s worth the effort. At least now, you have enough information to begin testing and learning what works.