Madeleine Warren

Believe it or not, increasing clicks in SERPs requires more than a savvy keyword strategy. Watch our Third Thursday Tip on three steps to SERP domination: Compelling headlines, informative rich snippets and Authorship. You can also read the full blog below.

1. Create headlines that draw readers in.

Without compelling copy in SERPs, you won’t attract the right audience. But creativity doesn’t always win outright – content analytics often shows that internet users visit websites for specific reasons, and if the pages don’t offer the right content, they’ll visit a competing site. Evaluate analytics to identify the landing pages drawing the most organic traffic and use Webmaster Tools to find the longtail keyword phrases with the highest click through rates. Craft well-written blog content around those topics. You might think you know what your audience wants, but data usually tells a clearer story.

You might think you know what your audience wants, but data usually tells a clearer story.

2. Optimize your meta descriptions to create clickable rich snippets.

Google gives content writers approximately 140 additional characters to explain what information lies behind links, and meta descriptions are also a great place to squeeze in a keyword or two (only when relevant and appropriate, though). If internet users click on article headlines, but quickly bounce and exit the website, marketers should revisit their snippets. Are the descriptions not accurately communicating the topic of the piece behind the link? Is the headline misleading? Improving these sections can help increase website conversions, lower bounce rate and leave great first impressions with site visitors.

3. Start thinking about Authorship.

It might not be a search ranking signal yet, but an image of an author still adds to a site’s credibility in SERPs. Studies show that web searchers are more likely to click on links in results when thumbnails are positioned close by. Brand publishers have to think carefully about which employees or writers can best represent their companies online, but Google’s made it clear this is the direction search is headed. Plus, it’s easy to set up.

Now that you know the basics to increasing clicks in SERPs, go forth and improve your SEO content strategies, and always remember who taught you how to succeed!