We recently had to say goodbye to Google Analytics keyword data. Now what? Without access to keyword data, marketers should become even more aware of how people are searching for them – and make sure their meta data and site content meet those search needs.
Here are three tips on making the most of your impressions and optimizing your search listing.
1. Titles should be well-crafted
Marketers can control their own meta titles. They should contain the right keywords and be 65 characters or less, but should also read like an ad. Consumers search more naturally now by speaking into their phones, so titles should sound more like the way people speak. And if your title sounds more persuasive than the others, it will stand out in the list and more people will click through to your site.
2. Descriptions should be concise
Meta descriptions – those short descriptions that show up under links in your searches – are important because they are the first piece of your site’s content a consumer will read after conducting a search. They should be concise and 160 characters or less and should speak to your audience. Some sites don’t take the time to write meta descriptions, so searchers see the default copy – the first piece of content on your site. Depending on what the user is searching for, that copy may not be relevant. Give a brief and persuasive overview of your site and entice people to click through.
3. Website content should be relevant
Titles and descriptions are an important start, but once people click through to your site, you want them to stay there for a while. A bounce rate is the percentage of people who looked at one page and then left. These one-hit wonders can happen for a multitude of reasons, but one common mistake is that the title and description doesn’t match the content, or the content isn’t engaging enough to keep the consumer there. If the content is relevant to your target and interesting, people will stay long enough to get your message.
With millions of options out there, a marketer should do everything they can to stand out. Each piece leads to more searches, which leads to more click-throughs, more awareness and more sales. When each step is carefully crafted, it will give your website a competitive edge.