Maximising Your Google Headings And Descriptions

Reaching the top of Google (and staying there) is akin to playing a game with ever changing goal posts

. There are so many elements that contribute to where your website is placed and for how long. Here at Bluewire Media, we know this from experience. Had you typed 'Brisbane web design' into Google a week ago, we would have been third. This week we are sitting somewhere on the second page. Go figure.

And while it's granted that Google moves in mysterious ways, and you will never be able to control every variable, there are nevertheless some techniques you can use to keep kicking goals when the Googlers make it tricky for you.

One simple and effective way is to make sure what actually comes up in the Google listing is fully optimised, makes sense, and tells the viewer "this is what you are looking for" - by addressing exactly what it is that your website delivers.

Your Google heading can be up to 66 characters & that includes spaces, so you don't have long to grab the viewer. With that in mind, it's important to remember the following:

The viewer is looking for something. Does your headline assure them that you have what they need?

If you do in fact offer what they want, is it simple for them to attain it? What means have you offered them to make life easier?

Is there anything new, interesting or out of the ordinary? Can you manage to stand out from the crowd?

Have you included your company name & made sure that you have a different heading for every single page on your site?

So: can you manage that in 66 characters? With clever copy, the answer should be 'yes'.

Now that we have a succinct and attractive headline, we need to ensure the description is up to scratch. Think of the description like the copy of an advertisement. You have roughly 155 characters including spaces to offer a compelling glimpse into what lies beneath the click of the mouse. Think of the description like a taste test. And make absolutely sure that you use your keyword/s at least once toward the beginning.

That said, keyword stuffing is frowned upon in the Googlesphere. And thank goodness! Who wants to read the same phrase same phrase same phrase same phrase same phrase same phrase over and over again? Nobody!

Finally, choose a URL that is clear and indicates where the page lies within the site's structure. For example: companyname.com.au/sub-page/sub-sub-page

And next time you Google something, take note of just how much the heading and description affects whether that's the site you choose to peruse.

by: Sarah McVeigh

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