Eye Tracking: Understanding The Tricks of Search Engine Optimization
When searching for something in Google or Yahoo, you’ll notice that the search comes back as a series of websites and descriptions based on the keywords entered. Chances are that someone conducting a search via eye tracking analysis is looking for a website that contains certain information, and the way they decide whether a site has the information they seek is by scanning that short descriptive statement under the link. The title of the page serves as the link to the website, but most of the details used to arrive at a decision as to whether or not the site is what they’re looking for is in that brief description. Having a title and description that convinces a visitor to move past the search result and to click on your page is important, to say the least.
The page title is really the first point at which a user sees your site. The keyword you search for appears in bold letters, emphasizing its presence, and if the search term is not present there, the page can tend to look ordinary and not very enticing. So, title is important, and all subsequent actions by a visitor basically stem from that first interaction with the title. Was the visitor sufficiently motivated by the title? By the words? Just because your site is high on the search list doesn’t mean that you’re the most appealing for a visitor. It’s important to create a strong page title so to stand out from the rest of the pack on the returns page.
The brief description is equally important. There is no guarantee that the description under the title page is the same as the meta description of the page, and if the search term is not different from the principal keywords phrase that was searched, the meta description and the customized description are likely to be the same. If the search engine feels that the page is highly relevant for a good listing amongst the top sites, and yet the search term is something else, the description will act as a snippet containing the search term lifted or highlighted on the page.
A lot of website owners and administrators don’t think much about meta description because Google doesn’t crawl for them when ranking pages. But even if it’s not important for ranking, meta description is one of the determining results that convinces the visitor to click on the page in the first place.
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