- Build a brand! Last time we talked about building off-site awareness. Leveraging offsite promotions, creating associations and affiliations can inspire users to click through when they see your name (and Google loves brands!)
- Pay attention to the title tag and meta description of your page. Do they tell enough of a story about what users will get from a click, and is it differentiated from your competition (if you aren't doing research in the SERP by actually searching on your "money queries," then you don't deserve the click!)
- Core optimization is key. Not just around on page and in code tag optimization. Look at your site structure, internal linking and how people are navigating your site to help create breadcrumbs in your search results (look at the TripAdvisor example above).
- Are you using rich snippets? Google will like you more if you do... they even give you the tools to make it easier to see how well you're doing! Markup your data!
- Authorship is a buzzword, but an important one! Google tells you how, and I suggest you run – don't walk – to implement... and then write some great content!
- Think multimedia! Especially around explanations of products, services or expertise. Create video and image assets, tag them, caption them, *optimize* them and promote them!
- Review the SERP! Having a great looking result is one thing, having the best looking result can bring you more and better traffic. Review often. Tweak. Test. Engage!
How to Get People to Engage (Click)
Saturday 28 June 2014
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