October 17, 2013
Coaxing Clicks: Nuts & Bolts of Getting Hits on Your Website
Searching for information on the Internet has become second nature to so many of us.
We see the Internet now less as a novelty, more as a tool. We’re very quick at scanning through search engine results and finding what looks like a credible avenue to the info we want versus what looks
kind of flimsy.
Here’s flimsy . . .
. . . and here’s credible:
The more credible listing is pretty specific and the description underneath it gives more information about the topic and page contents. Even the green web link is descriptive.
The art of getting clicked
Okay, here’s where we get technical . . .
Searches are getting pretty fancy with pictures, event times and more. But whether one uses Google, Bing or any other search engine, the basic results still show three elements: a title, a link and a description. And the closer it pertains to what the viewer was looking for, the more likely he is to click.
That means don’t stuff a list of keywords into the title tag – instead, make it appeal to your reader with one or two key phrases at most.
Looking at social media such as Facebook, you will see there is more art involved in enticing clicks. There’s usually an image, and the way someone promotes the link by prefacing it with their own comment has a lot to do with whether someone will click on it.
You can do many things to get clicks for your business or organization website. First, check with your web developers to make sure these basic items are easily configurable in your website: title tags, meta description tags, default open graph image and open graph tags.
If you are updating information yourself on your website, there should be a way for you to configure your own title and description tags on each web page. The title tag corresponds to what shows up as the title of the listing on search engine results and also in social media page names. The description tag is frequently used by Google and social media links as the description for the page.
Ideas for titles and descriptions
- For event pages, answer the basic questions – who, what, when, why, where
- For product pages, indicate the product in the title tag as it would most frequently be known by your potential customers, plus your business name and location. For your description, use a sentence describing the product’s basic specs, size, etc. Example: “0.8 Cubic Foot 1800 Watt stainless steel convection toaster oven fits pizza pans and more.”
- For a business website’s home page (its front page), do indicate your overall product type or service in the title tag, your business name and your city & state if applicable (it usually is). In the description tag, you need to further clarify the scope of your business.
One further suggestion: keep your title tags to 70 or fewer characters and spaces. This is the maximum length that Google will display in search engine results. Similarly, your description should be no longer than 170 characters and spaces.
Lakenetwork is a family-owned business providing website design and development for companies, professionals and organizations in the Cleveland, Ohio area and beyond. We specialize in providing the most cost-effective and appropriate solutions for clients’ online needs. We are located in Eastlake, Ohio.