Website Tonight SEO : Search Results
When you do a Google search you see a page full of results that look like this…
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Basically it’s made of three parts: the browser title, the URL, and the meta description…
The way your webpage appears in the search results makes a big difference in whether or not people will choose your website over the other search results. If you don’t have a quality browser title or meta description then you might be missing out on a lot of free web traffic, which means you’re loosing out on new customers.
The purpose of optimizing your browser titles and meta descriptions is not to increase your page rank. The goal is to increase your click-through rate (CTR). Click-through rate is the number of times your webpage is clicked compared to the number of times its shows in the results. So if Google users select your webpage instead of the other options an average of 12 times for every 100 times Google loads it in the search results then your webpage has a 12% click-through rate.
An important thing to keep in mind is that your click-through rate is one of the things Google looks at when determining your rank in the search results. So while the purpose of optimizing your browser titles and meta descriptions isn’t necessarily to increase your page rank, it can ultimately have that effect.
Making your web pages stand out from the competition is especially critical in situations where the sites listed above yours are too big to defeat (ex: large companies with big budgets, government websites, popular Wikipedia articles, etc). If you can make your site stick out like a sore thumb (in a good way) then you can maximize the amount of traffic you get from your current spot in the results.
Website Tonight Browser Title
The search result pages on Google show up to 70 characters (including blank spaces) of each webpage’s title. As you can see from the first search result example above, if your browser title exceeds the character limit Google will show as many whole words as it can then replace the rest with an ellipsis ( … ).
Website Tonight Meta Description
The search result pages on Google show up to 156 characters (including blank spaces) of each webpage’s meta description (aka: the snippet). Just like with a browser title, if your meta description exceeds the character limit Google will show as many whole words as it can then replace the rest with an ellipsis ( … ).
Dates in Meta Descriptions
If the webpage displays a date then Google might include it in the meta description. For example, if the webpage is a press release it will often have a published-on date. Google wants to include that information because it helps people determine if the result is what they are looking for. When a date is automatically included by Google it reduces your meta description character limit from 156 to 139.
Search Result Optimizer
Rather than counting characters and crossing your fingers you can preview the search results for your web pages with the SERP Snippet Optimizer. It lets you make changes and instantly see them as they will appear on Google. It also allows you to see how your result will look when certain keywords are bolded.
Bold Keywords in Search Results
Google will bold the searched keywords in all of the browser titles and meta descriptions for every result. For this reason (and many others) you want to fill your browser titles and meta descriptions with the keywords your target audience will search the most.