SURVEY REVEALS META DESCRIPTIONS & BRANDING IMPACT 2 SEARCH CLICKTHROUGH THE MOST
Turns out, ads in the search results are not really appreciated
Recently, Ignite Visibility conducted a survey to find out what searchers generally look for in search results and what are the factors that influence their decision to click. They analyzed over 500 searchers, aged 25-60 years, and found that meta description, brand name and page title have the most influence on whether or not users click through on a search result.
Meta descriptions emerge clear winners The study showed that 62.9% of the participants claimed that it was the meta descriptions that had the largest influence on their decision to click. 24.2% of the respondents admitted that the brand name is more important to them, whereas 13% said it is the page title that acts as the deciding factor. Ironically, 55.1% of the searchers admitted to clicking only on the brands that they had heard of.
66.7%, i.e. two-thirds of the respondents, said that the increasing number of ads in Google’s search results makes them want to use the search engine less. These findings contradict the studies that were conducted in December 2018, which showed that 75% of the searchers claimed the ads made it easier for them to find the information they needed. Majority of the users agreed that the search results have improved Around 58.5% of the participants said that they prefer Google search results as they are now as compared to how they were in January 2019. Similarly, about 55.5% of the respondents said that by including featured snippets and other SERP features Google has improved its search results. Final Takeaway
This survey has shed a light on why it is so important to write powerful meta descriptions. Especially, since Google now holds the right to decide whether your description is apt enough or a more accurate one can be taken directly from the page’s content. Also, as per this study, even though brand recognition takes the second place, when it comes to influencing the clickthroughs, building brand awareness is essential to gain and capitalize on organic visibility. Furthermore, considering that the searchers prefer the modern search result pages and features, brands must adapt to regain visibility. One way to do so is by designing content keeping in mind rich results.
The beginning of the new decade and the new year saw another major core update from Google known as the “January 2020 Core Update.” This core update began on 13th January and continued to roll out till a few weeks later. Google shared the update via Twitter, in a fashion similar to what we have seen for all the previous Core Updates. GOOGLE LAUNCHES JANUARY 2020 CORE UPDATE 1
Google also included a link in their tweet to an August 2019 blog post that gives a better understanding of their Core Updates. A simple example would be, the top results for “Best Movies to watch” in 2018 may or may not be the same in 2020. This does not mean that the top movies in 2018 weren’t good, it just means that newer or more relevant, resonating content features higher on the list. Actionable Strategy Evaluate your website content to see if your site has taken a toll following the core update. FYI, we didn’t see any negative impact on our client websites.
Actionable Strategy Evaluate your website content to see if your site has taken a toll following the core update. FYI, we didn’t see any negative impact on our client websites.
Some things to keep in mind before evaluating your website:
Content and Quality
The content must provide original information, reporting, research, and analysis.
It must also provide a considerable, complete, and thorough description of the topic.
It must include any insightful analysis or interesting information beyond the ordinary.
In case the content is drawn from an external source, avoid copying and rewriting. Always make sure the content you post has ample additional value and originality.
The headline and/or page title must provide an in-detail, helpful summary of the content.
Avoid exaggerating and trying to sound shocking when it comes to your headlines and/or page titles.
Ask yourself whether the page is worth bookmarking, or even sharing/recommending it to a friend.
Always make sure your content has clear sourcing, highlights evidence of the expertise involved,and gives the background of the site that publishes the content or about the author.
Make sure to get your content written from an expert or enthusiast who is well-versed with the topic.
Also, make sure that your content is free from factual errors.
The content you publish must resonate with others, leading them to trust your content.
Presentation and Production
Never publish or produce content that appears mediocre or content that has been created in a hurry.
A basic but essential tip is to always keep your content free from spelling or stylistic issues.
Make sure that the ads published on your page do not exceed and cover the content as that would lead to distraction.
Your content must be mobile optimized!
Your content must provide substantial value if/when compared to the other pages that appearing search results.
Never play the guessing game, the ranking comes when your website visitors can resonate with you. Hence, produce content that serves the interest of your clients.