So, how do you motivate a user to click on your site? To answer this question, you need to imagine what elements make up a site description in search.
2. Snippet (description)
In addition to the basic elements (title, description, page address), there are currently many additional snippet elements, such as breadcrumbs, quick links, the “+1” button and preview in Google, as well as favicon.ico in Yandex.
In addition, for a number of sites there is the gambling data brazil ability to use extended snippets, adding ratings, photos, prices, reviews and other details of the service.
Each element of the site’s appearance in search results must be given due attention to increase its clickability.
1. Descriptive headings
The page title briefly describes its content and plays a big role in usability, since it is what users most often cling to when scanning search results. How to improve the usability of titlesread in this article.
Another important element that influencesWebsite CTRin search, issnippet(a brief description of the page for a given query). Try to optimize the snippet so that it looks as attractive as possible, and contains, if possible, all the important information from the page. For transactional queries, users spend a lot of time reading descriptions. If you use contextual advertising, read the expert advice on improving the CTR of the snippet.
3. Page address
Long page addresses are cut off in search results. After shortening the address, an insignificant part may remain, which reduces clickability. Numeric parameters in page addresses also do not add information to them; it is better to use that is why more and more websites CHPU (human-friendly URL addresses). Use short and convenient constructions with keywords in them.
4. Sitelinks (quick links)
Quick links in search results appear automatically after the robot has indexed the main sections of the site and analyzed a number of factors, such asattendancesection and its weight. After sitelinks appear, they can be managed in the webmaster panel, hiding inappropriate ones and leaving the most acceptable ones. The presence of quick links definitely has a positive effect on the CTR of the site, so it is important to ensure that there is an indexable navigation menu and competent interlinking of sections.
5. Breadcrumbs
Search engines provide the ability to display so-called “breadcrumbs” instead of the address of an internal page, i.e. a sequence of sections starting from the main one. Thus, the user can select not only a page, for example, with a product, but also the section in which this product is located. You can read about how to manage the navigation bar inGoogle Help.
6. Google +1 button
The +1 button appeared relatively recently, but is already actively used by Google users. With its help, people mark pages they like and share information with their friends. The presence in the search of the avatar of a friend who marked the page with the “+1” button will positively influence the user’s decision to go to this site or not. Use this feature for the pages of your site (seeinstallation details).
7. Preview in Google
Google also has the option to look at a screenshot of the site to the right of the results before visiting it. In some cases, the preview also affects the CTR. Here, everything will depend on the design of your site.
8. Favicon in Yandex
In addition to other information about the site, Yandex displays a graphic icon to the left of the title. This icon is easy to manage, and those who neglect this opportunity lose additional visitors. Use memorable and attractive favicons.
9. Rich snippets
Search engines allow a number of organizations to transfer additional information to descriptions, such as photos of recipes, ratings, physical address and phone number of the establishment, cost of goods, reviews, etc. Using extended snippets ba leads can significantly improve the visibility of a site in search results, which means attracting additional attention and increasing CTR.
Having listed the factors that influence the CTR of a website in search results, we stopped at the most important, initial stage of attracting visitors to the website. But, in addition to it, there are other stages that should also be given attention, since the purpose of the website is not only to attract an audience, but also to convert it into clients or subscribers.
Every step that brings a visitor closer to the final goal influences the decision he makes and, accordingly, can be optimized.