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Title-and-description-tag-conversion-optimisation

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Information about Title-and-description-tag-conversion-optimisation
Marketing

Published on March 4, 2014

Author: Marcos-Richardson

Source: slideshare.net

Description

This paper looks at the untapped potential of organic search conversion.
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Visitor  Traffic  Conversion     March,  2014   Online  people  are  already  looking  into  your  shop  window  

Introduction   Companies  invest  a  fair  amount  of  time  and  money  in  Usability  and  UX  design  for  their  digital  assets.   Companies  that  are  undertaking  paid  campaigns,  such  as  display  or  PPC,  are  either  directly  or   indirectly  involved  (via  their  agency)  in  A/B  split,  or  multivariate  testing.     However,  the  vast  majority  of  these  companies  are  unwittingly  ignoring  their  greatest  natural  source   of  customers,  namely,  organic  search  traffic.     This  paper  looks  at  the  untapped  potential  of  organic  search  conversion.   The  potential  of  Organic  Search  Traffic   According  to  recently  published  data,  based  on  a  sample  of  1.4  billion  searches  conducted  by  28   million  UK  citizens,  search  engine  users  overwhelmingly  click  on  organic  results  on  Google  and  Bing   by  a  margin  of  94  percent  to  6  percent.  Source  GroupM/Nielson     Traffic  Share   Paid  Traffic   6%   Organic   Traffic   94%   These  are  people  who  have  already  taken  the  step  to  try  to  find  a  related  product  or   service.   These  are  people  looking  into  your  shop  window.   Web  Traffic  Conversion  –  Marcos  Richardson  

What  is  a  Title  Tag?   The  Title  Tag  is  an  individual  component  within  the  HTML  of  a  web  page.  The  Title  element   represents  the  title  of  the  document  and  is  visible  within  the  search  results  prior  to  entering  the  web   page  and  looks  like  this:     …and  is  visible  at  the  very  top  of  the  page  within  your  browser  bar  and  looks  like  this:     The  ranking  value  of  the  Title  Tag   Title  Tags  are  widely  known  to  have  search  engine  ranking  value  and  given  due  consideration  by   Search  experts.  To  substantiate  this,  the  following  is  an  independent  test  I  performed  on  a  past   account,  Blackberry  (RIM),  the  mobile  phone  company.     Web  Traffic  Conversion  –  Marcos  Richardson  

The  ranking  value  of  the  Title  Tag   Methodology   Five  countries  (Germany,  Italy,  France,  Netherlands  and  Saudi  Arabia)  were  chosen  for  optimisation.  A   further  5  countries  (Canada,  Spain,  Belgium,  Switzerland  and  Algeria)  were  chosen  not  to  be  optimised,   to  act  as  the  ‘control’  to  measure  against.  A  competitive  and  targeted  non-­‐Branded  keyword  was   chosen  and  a  product-­‐specific  branded  term  was  chosen  (bear  in  mind  that  Blackberry  suffers  from  its   fair  share  of  negative  publicity  and  sometimes  struggles  to  rank  for  even  its  branded  terms  amongst  the   bloggers,  press  and  competition.)  The  test  ran  for  six  months  and  no  other  element  or  content  was   changed,  either  on  the  optimised  or  non-­‐optimised  country  pages.     DZ   Blackberry  Bold   DZ    ‫الشاشات  التي  تعمل  باللمس  الهاتف  الذكي‬ BE   Blackberry  Bold   BE   Slimme  telefoon  touch  screen     CH   Blackberry  Bold   CH   IT   IT   ES   Blackberry  Bold   Smart  phone  touch  screen   FR   Smart  phone  touch  screen   Blackberry  Bold   FR   DE   DE   NL   NL   KSA   KSA   Title  Tag  Optimised  V  Not  Optimised   Smart  téléphone  à  écran  tactile     ES   CA   CA   0   5   Not  Optimised   10   15   20   25   30   35   Optimised   Title  Tag  Optimisation  directly  influences  search  engine  ranking  -­‐  the  above  evidence  strongly   supports  this.  Analysis  shows  that  the  optimised  pages  outrank  the  non-­‐optimised  pages.  Again,   note  that  no  other  changes  were  made  to  the  optimised  pages  other  than  the  Title  Tag.     Web  Traffic  Conversion  –  Marcos  Richardson    

What  is  a  Description  Tag   The  Description  Tag  is  an  individual  component  within  the  HTML  of  a  web  page  called  a  Meta   element,  the  Description  element  is  used  to  provide  structured  metadata  about  a  Web  page  and   represents  the  description  of  the  document.  It  is  visible  within  the  search  results  (prior  to  entering   the  web  page)  and  looks  like  this:     The  value  of  the  Description  Tag   The  description  tag  is  the  mechanism  for  endorsing  the  web  page  prior  to  entering  the  website.       Whilst  the  Title  tag  is  a  staple  SEO  target  for  optimisation,  the  description  tag  has  not  and  is  not   being  given  the  due  attention  it  deserves.  The  reason  for  this  oversight  is  partially  due  to  the   description  tag  holding  little  ranking  strength  according  to  search  engine  algorithms,  therefore   optimisation  companies  give  it  a  cursory  brush.  SEOs  do  understand  that  this  is  a  major  conversion   element  and  thus  put  more  time  and  effort  into  it.  That  said,  it  is  still  rarely  given  the  time  it  actually   deserves.       In  comparison,  PPC  is  given  a  lot  more  attention:  keywords  are  carefully  selected;  a  landing  page   carefully  created  to  match  the  keyword;  the  advertisement  carefully  crafted  with  a  limited  character   space  to  promote  the  conversion  from  view  to  click;  and  it  doesn’t  stop  there…  the  advertisement  is   then  manually  or  programmatically  tweaked  on  an  ongoing  basis  during  the  campaign  to  increase   click-­‐through  rates.  PPC  Advertisements  continually  go  through  a  multitude  of  enhancements  such   as  content  optimisation  via  multivariate  testing,  targeted  by  Region,  Demographic,  Time  of  day,   Frequency,  Ranking  etc.       Web  Traffic  Conversion  –  Marcos  Richardson    

Social  Media  Conversion   Titles  and  Descriptions  can  also  be  influenced  in  your  external  ‘earned’  digital  media  assets.  For   example,  the  following  sections  within  Social  media  are  used  as  search  descriptions.  In  Facebook,   the  first  85  characters  within  the  About  >  Description  section;  within  YouTube,  the  first  130  characters   within  the  About  section;  within  Twitter,  the  first  125  characters  within  the  About  section.         Example    of    YouTube  effect  of  ‘About  section’  to  the  visible  description  within  search  engines…     What  is  Markup   One  further  area  you  have  influence  over  for  search  conversions  is  within  the  markup  element  of   your  website.     Markup  is  a  modern  system  for  annotating  a  webpage  aimed  at  instructing  machines  (bots,   algorithms,  spiders,  crawlers  and  readers)  to  help  better  classify  vocabulary  and  add  meaning  to   content.     Rich  Snippets  are  a  good  example  to  highlight  the  visible  output     A  rich  text  snippet  is  a  segment  of  HTML  code  that  is  placed  on  web  pages  that  ‘marks  up’  the  page   and  tells  search  engines  explicit  pieces  of  information  about  that  page.  (AKA  Microdata,  Micro   reformats,  RDFa)     The  value  of  rich  text  snippets  is  that  they  show  up  as  visually  appealing  additions  to  the  Google   search  result  listing,  such  as  pictures,  highlighted  text  and  star  ratings.  The  result  is  a  ‘snippet’  of   information…       Web  Traffic  Conversion  –  Marcos  Richardson    

The  value  of  Reviews   73%  of  consumers  say  positive  customer  reviews  make  them  trust  the  business  more.  Source:   Kenshoo  2014  Research     Consumer  Reviews   Increased   Trust   73%   Takeaways     1   View  the  description  Tag  as  a  conversion  mechanism  and  invest  more  time  into  perfecting  the   promotional  content  of  the  description  tag.   2   Consider  hiring  an  external  consultancy  to  review  descriptions  with  the  same  dedication  as   Usability  and  UX.   3   Review  your  Title  Tags  on  an  ongoing  basis   4   Take  control  of  Search  descriptions  of  your  Social  Assets.   5   Apply  rich  snippets  to  pages  that  would  benefit  from  user  reviews   Web  Traffic  Conversion  –  Marcos  Richardson  

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