Last Updated on July 5, 2018 by Fabrizio Van Marciano
It's all well and good optimizing your content and keyword for SEO, but remember, to get the most from your rankings, your organic listings in Google, Bing, and all the other search engines have to catch people's attention.
I’m not about to start preaching to you how you should be optimizing your blog posts or content for SEO.
What I do want to share with you in this post, however, is a few things that you can do to optimize your SERP listings.
I want to show you how to make them more compelling so they stand out more and attract more clicks.
If you're unsure what I mean by SERP listings, SERP stands for Search Engine Result Pages.
Here's an example of a few listings in a SERP, or results page in Google search -
Your search engine listings are also called snippets, and these are what people see when they search for anything online using a search engine.
A SERP listing consists of -
Now, if you're spending hours crafting great content for your blog or copy for your website, I’m betting that whatever your objective might be, you probably want people to click on your search engine listings to land on your website, right?
Of course, and probably more so than your competitor's listings.
So, as well as optimizing for your keywords and everything else, what you’ve also got to do is make sure that your meta-title stands out and your description is compelling and relevant.
That's what we're going to focus on in this post. Because at the end of the day, your piece of amazing blog content might rank high, but if people aren't clicking on your listings in the search result pages because the title or description is simply not compelling enough for them, then what is the point?
So, let's get started on making your website and content more click-worthy in search engines.
Let’s start with the all-important meta-title of your snippet listing.
Regardless of whatever SEO plugin you are using, the first thing you want to do is create a meta-title that does several things asides from containing your target keyword or phrase.
Your meta-title has to -
Now, creating a meta-title can be more challenging than you think, and whilst it's OK to just copy the page or post headline to use as the meta title, you can and should get a little more creative with it.
Here’s what you can do -
First, take one of your existing blog posts that already ranks high up in the search engine search results for whatever keyword, and take a look at the other listings on the same page.
Next, make a note of all the other meta headline titles for those other competitor listings and find ways to make yours better.
Use a balance of common, uncommon, power, and emotional words to convey your message.
Also, don’t forget that it doesn’t matter how catchy you make your headline, it has to be 100% relevant and somewhat informative, always.
All of this can be pretty hard to achieve, especially now that you can only fit so many characters in your snippet title.
Here's a little something to help you. Take a look at the two headline examples below, tell me, which one sounds the most appealing to you?
Example 1: How To Build A Large Email List Fast
Example 2: How To Add 5,000 Genuine Subscribers To Your Email List In 29 Days
Which one did you choose?
The first one is pretty dull, boring, and generic, wouldn't you agree?
The second one, however, is a lot more revealing, informative, and contains click-worthy power and emotive words.
Spend some time crafting your Meta-Title for your next blog post and see what you can come up with.
Another thing you could try is some simple A/B split testing for your post/page headline titles using the Thrive Headline Optimizer plugin.
Or, you can try out these headline optimization tools.
Next up is your listing meta-description.
Now, if you've made your meta-title a great hook for your readers, then writing a compelling description is your only other chance to really make your search listing stand out and get people clicking on it.
So, your description should do the following -
Again, it can be a challenge to fit all of those essential elements into your meta-description, especially now that you have a limited number of characters to play with.
Begin by taking a look at other listings similar to your own in the search results, then craft the most informative and attractive description for your listing.
Create something that will blow everything else out of the water.
Remember, tell people why they should click on your listing, tease them by revealing one or two problems your post/page aims to solve.
Don’t forget to add that all-important call-to-action to tell them to click on the listing to learn more.
An ideal call-to-action would be something like, “click here to learn how to do X".
When optimizing your content for the search engines, don’t forget that it is humans that use search engines to find solutions and answers for whatever problem they might be experiencing.
So, make your listings compelling enough that it stands out above everything else and gets clicked on, and you will enjoy potentially more traffic and more readers to your website.
Best of luck.
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