SEO marketing is about getting a high search ranking on Google as a key way to drive new business, which can be digital or traditional. SEO means Search Engine Optimization: You optimize your website so that the Google search engine/algorithm knows what it’s about and who it’s relevant for. Algorithm is a fancy name for Google’s software program.
SEO for Google – To get the importance of a website’s Title and Description, start with SERP and CTR
Search Engine Result Profile is the three pieces of text you see per result in Google’s page of ten results (sandwiched between the paid-for search results at top and bottom of page). SERP is made from site Title, site address (AKA URL) and site Description.
CTR is the click-through rate. This is key, because getting a shit-ton of impressions on Google without encouraging searchers to click through is a complete waste of time. Including the searcher’s time, so you’ll likely be penalised by the almighty algorithm, as Google wants to serve up the most useful and effective results. Simple as. So the total number of clicks through to the website, divided by the number of search result impressions, gives CTR. This is called conversion. You convert a searcher to a visitor, which results in an opportunity. An opportunity to do what? That’s entirely up to you.
The website Title tells Google what the website is about, in a general sense. You do not waste the limited number of characters with the business name or the word ‘home’. Imagine you’re talking to a computer. Which you are. Describe the essence. Ideal Title length is about 60 characters, so focus, people!
The Description is designed to tell a human what the site is about and encourage them to take action. This is very important for driving conversion. The ideal Description length is about 300 characters, so make every character count.
How to see a website’s Title and Description
What you see in Google’s SERP isn’t always what’s been added in the website platform. Sometimes Google decides that the Title and Description aren’t good enough, so it grabs text from elsewhere on the page. To see what’s been actually defined, just right-click on a blank piece of the website, then select ‘View page source’ from the dropdown. In a new tab, you’ll then see the web page in HTML, the funky language of the web. Look for the Title and Description up near the top (bracketed with <>) and you’ll see what’s what. You can ignore keywords, as Google doesn’t bother with those any more.
Don’t rely on expensive web designers to look after SEO. Do it right, by knowing the key elements. But these technical SEO factors are just the foundation. What Google really wants is to give searchers the best possible experience. This means giving them the answers they’re looking for, in a pleasant and fulfilling user experience. So, focus on user experience – UX – while optimizing for the key elements like Title and Description. Keep your site updated, and as speedy to load as possible. Again, for the experience. Tick these boxes and you should do well on Google.
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