Increasing Your Click Through Ratio - Part II

The Meta Description

In certain searches, Google will show an abstract from the meta description tag. Inktomi and AllTheWeb also regularly show abstracts from the meta description tag. These little blurbs should be used to pique the prospects interest in the same way we have done with the title element.

Compare this:

DigiWorld offers digital camera, digital cameras, digital camcorder, digital camcorders, digital camera review, camera reviews...

to this:

DigiWorld has the widest selection of digital cameras and accessories, and guarantees the lowest prices.

Be Specific
Page titles and meta descriptions should be specific to each page. For example, if the page in question is devoted to the Pentax Optio 330, do not use the same meta description you use on your index page. Create page titles and meta descriptions that deal specifically with the product at hand:

DigiWorld has guaranteed lowest prices on the Pentax Optio series cameras and accessories...

Limiters

Besides non-descriptive domains, other impediments to higher CTR's are:

Regional, country code domains. For example, .ca, .ru, and .uk domains are somewhat handicapped when targeting a US market.

Regional mentions in page titles may also limit the appeal of the listing. For example, a Seattle based web host may use "Seattle" in the title element; this might appeal to Seattle residents, but it could very well discourage prospects from other parts of the world.

Incorrect spelling and grammar may also deter prospects from clicking on your listing.

Back to Increasing Your Click-Through Ratio - Part I