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Study Finds Meta Descriptions Have Biggest Influence on Clickthroughs

author image Written by: Nicole McCormick           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:

  • 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

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

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

New Video Page Indexing Report Coming To Google

05/13/2022

A new video page indexing report is coming to Google Search Console, Google announced at Google I/O.

You will now be able to see a report which lists all the video pages found by Google when crawling and indexing your site. The report will be in the index section, under ‘video pages’.

Currently, Google Search Console only reports on videos with regard to structured data. If you upload videos to your site and mark them up with structured data, Search Contoroles lets you check if the data is valid and how many impressions a video received.

You will soon be able to check the indexing status of videos and the landing pages they appear on using Search Console.

Read More: Why You Should Create Video Content

Video Page Indexing Report

With the help of this new feature you will be able to:

  • Find out how many video landing pages Google found and how many videos it indexed;
  • Investigate and see if any videos weren’t indexed and why;
  • Use the URLs of the affected video landing pages to resolve problems and validate the fix before initiating re-crawling the URLs that were affected.
Read More: Do You Need A Video Content Strategy?

Why Is This Important?

With video content becoming more and more popular and valuable, it’s crucial to keep track of its progress. This report will help you discover how important your videos are to Google Search. The indexing reports will help you find indexing issues and help you resolve them.

However, you should keep in mind that regardless of how many videos are on a page, Google only indexes one video per page.

Take a look at the discussion on Twitter.

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Google Search Scroll To Text For Sitelinks

04/22/2022

Back in November, Google had started testing the scroll-to-text feature for sitelinks in the Google Search results. Brodie Clark was the first to notice it:

Now, Search Engine Roundtable reports that the feature is fully live on the US desktop search results.

What Is The Scroll To Text Feature?

Using this feature, a user or author can link to a specific part of a page using a text snippet provided in the URL. After the page loads, the browser highlights the text and scrolls it into view. Still, URL hash relies on authors accurately identifying all of the points that might interest a user while annotating their pages.

The feature works on any kind of website and adds a new way for users to get their answers quickly and efficiently, making the whole experience more user-friendly.

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