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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.

Google: Sponsored Label & Favicons Get A New Look

10/17/2022

Google Ads latest change is to the sponsored label has finally become official!

Google has been testing this change for months now, many notices it in Google Search presented in bolded black text. This is the most recent change Google is making in their efforts to provide users with clear information that they feel confident clicking on. The fresh take on the presentation of sponsored ads label is officially a go.

What’s New

Well for starters, this label change sports a look that features black text in bold. This makes sponsored results on Google Search appear clearer and allows users to identify the result more effectively as an ad.

Read More: ‘Related Search For Content Ads’ Launched By Google

In a statement released by Google, Manager Mona Vajolahi and Director Senthill Hariramasamy explain the reasons for the label change. Here’s what they had to say about the new changes.

“Part of helping you make sense of the information you see is ensuring that ads are clearly labeled, which is why our label will now be featured on its own line in the top-left corner of Search ads. We also want the label to be prominent and clear across different types of paid content,” said Vajolahi and Hariramasamy in a recent post.

Based on this, it seems like Google is aiming to make both the presentation and information about paid information clearer for users.

Besides changing the look of sponsored labels, Google also made some tweaks to the visual representation that goes alongside the label. Google says they’re “also updating the size and shape of the favicon (a website’s logo or icon) that appears in Search, to make it easier to see on the page”.

Take a look below for a peek at the brand new ad presentation!

Chatter on Twitter & What’s To Come

Since this change has been in the works for some time now, many users have been taking about it online. Ad expert Vincent Beima noticed the change alongside many others, read below for his tweet on the change.

Users can expect to see more changes from Google in the coming months, after all when do they ever stop.

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Did You Know Google’s Testing New Icons?

10/11/2022

When you’re Googling, do you ever wish that you knew which sites you’d visited? Well, Google might be adding something that helps with that.

As Google puts it “Sitelinks are links from the same domain that are clustered together under a web result.” In other words, Google can link together site structures to provide users with shortcuts. This style of linking saves both time and makes for a more streamlined search.

Read More: Google Search Scroll To Text For Sitelinks

These sitelinks are already helpful for users but why not make it better? Well Google has done just that.

Google Sitelinks

Google appears to be testing a new icon feature for sitelinks. Its pretty similar to the icon that you’ll see when you go to type in search. The dropdown on search shows a clock, listing all the previously searched terms.

Google is trying out similar icons for sitelinks. Basically, it’s supposed to make searching easier and lets you know which pages on a site that you’ve already visited.

Chatter on Twitter

Some SEO experts have noticed this trial icon in Google Search and have taken the discussion to Twitter.

SEO experts Greg Bernhardt and Mordy Oberstein discussed the icon test over a thread on Twitter. Though Mordy Oberstein noticed the test first, Greg Bernhardt raised an interesting point about the sitelinks.

It’s interesting that the visited link changes color, yet is being tested with the icon. Here’s The discussion between Oberstein and Berhardt online.

Previous Testing with Sitelinks

This isn’t the first time that Google’s played around with sitelink icons. From testing with images to other icons, Google is always trying to add something new here.

In 2017 many noticed the auto-generated sitelink icons. Here’s what digital marketing specialist Josh Leibner has to say.

Considering, Google is only testing these icons for the time being and we have yet to hear an official statement about these icons being fully added to Google Search.

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