The browser is loaded, and the search engine page appears. A user types in a particular keyword and a number of results flow onto the page. Somewhere within the first ten appears your site. The user reaches forward with their mouse and makes a selection. Search engine optimisation is a process focussed on getting you the best ranking possible for your chosen keywords. Achieving this goal is great, but what then? What is it that tempts a user to choose your link over the many others that appear at the top of the page? The choices that a user has when they search on your keywords won’t necessarily lead them to click on the top result.

Although Google and other search engines do their best to rank websites in order of quality and relevance, some of this effort is sadly wasted. While the average internet user is incredibly smart in their choices, they are not necessarily aware that there is a quality difference between a site ranking number one and a site ranking number three. Their choice between the top ten listings will be more a combination of their needs and psychological factors.

Take it from the user’s point of view. If they are in a hurry and the first few results are satisfactory, everything above the fold has a good chance of being clicked on. If the first few results don’t satisfy at first glance, the whole first page has a chance. The user’s eye scans naturally from the top of the screen to the bottom, taking in important words as they go.

The first thing to catch the eye is the title tag for each site. This is generally used as anchor text for the link and unless the user has clicked on a link in a previous session, one will not necessarily stand out from the other in design. However, the length, wording and capitalisation of the titles will differ.

Your site can gain an edge by being different to competitors even in this initial assessment. Depending on the norm, a short or long title is more likely to catch the eye of your users. If appropriate, capitals and bold text will ensure some of your terms stand out. The actual words in the title come next. If the title grabs the eye, the user will scan for the most relevant words to their search. Your keywords come into play at this point, as does the skill of the writing in the title.
The next thing to attract attention will be your description tag, which should feature below your title. This tag doesn’t figure large in your SEO plan, but your users will notice it. If your title has done its work, the user will take the time to scan or even fully read this brief section. This is your opportunity to sell your site and shouldn’t be wasted.

If those initial moments work out well your site will often be clicked on. Your SEO plan should take how you appear in search engine results pages into account. Talk to SEO Consult about improving your chances.

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