Study Finds Meta Descriptions Have Biggest Influence on Clickthroughs

author image Written by: Nicole           Categories - In The News

Searchers More Likely to Click on Search Results Due to Strong Descriptions Over Branding and Meta Titles

Forget meta titles and branding, that’s so 2019. According to one recent study, meta descriptions are the most influential factor when it comes to whether searchers decide to click on a particular search result. The study, conducted by Ignite Visibility, polled over 500 participants aged 25 to 60 and asked them about what factor has the biggest impact on their decision to click on search results. Nearly 63% named the meta description as having the most influence, follow by brand name at 24.2%, and meta title at 13%. Ignite Visibility Chart Source: Ignite Visibility However, 55.1% of participants also said that they would only click search results from a brand they already were familiar with.

Other Important Takeaways

Ignite Visibility also took the opportunity to ask survey respondents about the current state of Google Search, their overall experience, and how search results have improved. The majority of respondents (58%) indicated they preferred the state of Search in December 2019 –when the survey was conducted – compared to January 2019. And when asked how search results have improved, featured snippets and other SERP features were revealed as the most popular additions to search, with 55.5% indicating that these features vastly improved their search experience. Over 55% of searchers also revealed that they preferred written content in search results compared to images and video. Source: Ignite Visibility

What Users Aren’t Liking About Search

But when asked what they didn’t particularly enjoy about search, two-thirds (66.7%) of the study participants said that having more ads in search results makes them less likely to want to use Google. In addition, 67% also felt that companies should not be able to run ads based on other companies’ branded searches.

What These Results Mean for You

The biggest takeaway from the Ignite Visibility study is to focus on improving your meta descriptions and ensuring they line up with search intent, as Google won’t use your meta descriptions if a better one can be taken from the page’s content. Additional best practices for meta descriptions to follow include: [su_list icon=”icon: chevron-right” icon_color=”41bf60″]

  • Keeping the character count between 50 and 160
  • Making your meta descriptions very specific
  • Writing unique, compelling descriptions
  • Avoiding duplicate tags
  • Removing quotation marks
  • Maintaining an active voice consistent with your brand
  • Including focus keywords

[/su_list] Supplementing your SEO efforts with brand awareness will also be crucial in order to take advantage of organic visibility.

author image

Nicole

Moz Article Sparks Twitter Debate with Google

March 3, 2020

Google Critiques Moz Article on Twitter, Calling it Misleading Fake news anyone? According to the big man upstairs, also known as Google, a recent article published by Moz is a bit misleading. So much so that it prompted Google Twitter commentator extraordinaire and Public Search Liaison, Danny Sullivan to speak out about it in a

read more

Fluctuating Rankings Indicate Potential Significant Google Algorithm Update

February 10, 2020

Potential February Algorithm Update Yet to Be Confirmed by Google While Google continues to remain tight-lipped and has yet to confirm nor deny anything, according to Search Engine Round Table, another significant algorithm update could be rolling in as we speak, causing rankings to fluctuate dramatically. Google has not yet confirmed any algorithm update of

read more

Leave a Reply

Your email address will not be published. Required fields are marked *