Search engine search results attract clicks_Chang ping China focuses on high quality website construction

When an enterprise Website production Being able to rank high in the search results of full-text search engines means that enterprises have occupied a very ideal competitive position, but this is still a step away from users clicking on the search results link and opening the enterprise website browsing information, because not every user will necessarily click on the top ranked website. Therefore, in order to ultimately achieve the search engine strategy goal of attracting users to click on the enterprise website, enterprises need to find ways to attract users to click on the enterprise website through the information displayed in the search results after achieving the top ranking of the search results.

Let's look at a case. When you enter the keyword "hotel" into Google's website to search, you can see the search result page as shown in Figure 7-9.

Google website enters the keyword "hotel" to search

On the first page of the search results, there are four similar websites: Baiyun Hotel, Shanghai Huating Hotel, Hangzhou Wanghu Hotel and Shanghai Jianguo Hotel. Although these four hotel websites have occupied the forefront of Google's search results, there are still differences in the information displayed in the search results. Taking Baiyun Hotel as an example, we can see that each search result of Google is divided into three lines to display information. According to the marks in the figure, they are:

A Web page title: "Welcome to Baiyun Hotel!",

B page META tag (<meta name="description" content="website description">) "foreign-related large four-star business hotel, providing room reservation and entertainment food information.
”

C Web page URL "www.haiyun-hotel.com/"

It can be seen from this that the page title and META tag not only have an important impact on the website's information retrieval and ranking, but also are the display content of full-text search engine search results, which is very critical for the implementation effect of enterprise search engine strategies. So, how should enterprises consciously use page titles and META tags to attract users to click on search results? Returning to the above case, we will classify and compare the display information of four similar websites, as shown in Table 7-2.

In the title part of the webpage, Shanghai Huating Hotel and Shanghai Jianguo Hotel simply use the enterprise name, which is a common practice of many enterprise websites at present. But compared with Ziyun Hotel and Hangzhou Wanghu Hotel, you will find that the title of the latter's web page has added the word "Welcome", which will undoubtedly make visitors feel warm.

In the M ETA tag section of the web page, Ziyun Hotel, Shanghai Huating Hotel and Hangzhou Wanghu Hotel have consciously introduced enterprises, but their performance is slightly different. Baiyun Hotel used 29 words to introduce the hotel level and service content, Shanghai Huating Hotel used 59 words to comprehensively introduce the hotel level, location, room conditions and characteristics, and Hangzhou Wanghu Hotel used 70 words to stack keywords, from which it was impossible to find a website description. Shanghai Jianguo Hotel displays the website filing data. There is neither website introduction nor website keywords. After logging on the enterprise website, we learned that its home page uses Flash and animation content completely. Only one part of the website filing data in the whole page source code has Chinese characters. Therefore, the search results are displayed.

In terms of web page URL, the search results are the home page of the enterprise website, so the display is the website domain name, which will not be repeated here.

Based on the above case analysis, we can summarize two principles that are conducive to attracting users to click on search results:

(1) In addition to adding keywords to improve the ranking of search results, the design process of the title identifier of a web page also needs to properly consider how to improve user affinity. In particular, the title of the website's home page must be added, such as‘ "Welcome" and other words to build the goodwill of potential customers.

(2) In the website description part of the META tag (<meta name="description" content="website description">), we should make full use of the space provided by the search engine (Google has 70 Chinese characters). We should use sentences that can highlight the key points of the website to effectively deliver the most valuable website information to users at the first time. It is not suitable to use short sentences, unclear introductions, or simply consider search engine rankings. Instead, we should use keyword stacking.
This article was published in Shangpin China UEO Marketing website construction company //ihucc.com/

Search engine search results attract click

Date：2013-09-03 Source: Shangpin China Type: website encyclopedia
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