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When searching for something on Google, how do you determine that the results contain what you’re after?

Any given search engine result page (SERP) will display a list of URLs (web addresses), along with excerpts of the pages in question. Some are automatically generated by Google crawling the page(s) and determining which is the relevant text. Others are crafted by web developers to provide a precis, or summary, of the page; this is known as a meta description, or more commonly, a snippet.

From MOZ:

(Snippets) are extremely important in gaining user click-through from SERPs. These short paragraphs are a webmaster’s opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they’re looking for…and thus, is an extremely important part of search marketing. Crafting a readable, compelling description using important keywords can improve the click-through rate for a given webpage.

Compare and contrast: here are a pair of screencapped search results when I searched for ‘cars Traralgon’. These snippets were most likely generated by Google crawling the pages:

snippet
Whilst these have the appearance of being specially written by the creators of the relevant websites:

snippets
See the difference? Additionally, the latter snippets offer location information and/or contact details. If you’re running a business and your contact details are clearly visible in a SERP snippet, a concisely-worded paragraph making clear what your business offers may result in a potential customer clicking though to your website; otherwise, they may go elsewhere to get what they’re after.

At Image Direct, we believe that it is SEO best practice that the business location and contact details be visible in the snippet. This ensures that our clients can be found on Google easily, improving their click-through rate while conversely helping to lower their bounce rate. After all, if your potential customer can’t grasp what service you’re offering in the space of a paragraph, why have a business website?

Image Direct: we build websites, we know SEO, we get clients found on Google. 

Talk to us today!

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