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Here’s a test: Google “fairy wings” right now. Your job is to quickly find which result will sell you a set of glitter fairy wings and preferably include free shipping.
Now that you’ve begun your search, how do you know which result will bring you to the most qualified products? One way is to visually scan the title and description snippets in your search results.
There are nearly 12 billion Google searches per month.
Consumers conduct searches for products or services they need, and often use the snippets in search results as deciding factor on whether to click, or keep scrolling.
The examples below show how three mega e-commerce sites approach title tags and meta descriptions, what they’re doing right and some additional opportunities.
For years, optimization experts have been told that keywords within meta titles and descriptions do not effect organic ranking – and while Google’s ranking algorithm may not be reading these keywords, users are. They’re deciding which search result to click on based on their perception of the relevance of each result page.
How compelling are your title tags and meta descriptions? Ensure they follow recommended character limits, include 1-2 keywords most relevant to the page’s content and concisely pitch your value proposition. If you do, your glittery fairy wings should be flying off the shelves in no time.
For more real-life examples of search engine optimization strategies and results, check out TopRank Marketing’s integrated marketing case studies.