It’s no secret that by and large, searchers click on the top three search results. Some get smattered throughout the rest of the first page, but after that, searchers don’t even consider other options.

Nevertheless, they don’t factor in top results as their only consideration. Many other factors feed into their decision: including that big blue headline (SEO title) and the two to three lines of text just below it (meta description). When you focus on these two things and what they say, you can identify a nearly limitless number of ways to improve the number of clicks you receive.

With this in mind, here are some specific strategies to employ:

1. Tug at People’s Emotions

Whether you sell to businesses or consumers, emotions win attention and spark action. Even so, businesspeople require much more rational evidence to make their decision.

Think “sell the experience”: meaning what exactly your customers reap from your products or services. Don’t focus on the products or services themselves. After all, consumers and businesspeople are ripe for a specific experience and emotional benefits since many other retailers sell the very same thing(s) you do.

2. Show Readers What They Can Expect After Clicking

Whether you’re selling to businesspeople or consumers, they all want to know the next step. This is something experienced internet marketers do in their marketing. Consumers want to enjoy one continuous experience and ensure you deliver on your promises.

3. If Nothing Else, Focus on Curiosity

Traditional marketers and copywriters always point to curiosity as the most powerful of all the emotions out there. Thus, ensure your headlines allude to this emotion in light of no other compelling options.

4. Write in Headline-Style

Many companies use straightforward, keyword-based headlines like this:

Laptop Computers | PCs for Sale | Desktops for Sale

While this builds exposure for these key terms, it doesn’t give searchers any reason to click on your result. Employ a much higher level of persuasion by creating a headline-style title like this:

Affordable Laptop PCs for Sale for the Next 3 Days Only

This reads much more like a typical advertising headline. If you’re concerned about not ranking for specific keywords, simply create additional pages that sell the same products using the keywords you want to go after.

It’s difficult to zero in on the right headline and meta description that will win the most clicks, but it’s worth the effort—and you now have enough information to start testing and learn what works.