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Survey reveals meta descriptions & branding impact search clickthrough the most

Survey reveals meta descriptions & branding impact search clickthrough the most
by
February 4, 2020
in OFF-PAGE SEO
218

In today’s digital age, search engines have become the go-to source for finding information. With so many options available to users, it’s important for businesses to understand how searchers make their decision to click on a particular result. Recently, Ignite Visibility conducted a survey to determine what factors influence a user’s decision to click on a search result.

The Importance of Meta Descriptions

The survey found that 62.9% of participants claimed that the meta description had the largest influence on their decision to click on a search result. This means that having a compelling and descriptive meta description is crucial for businesses looking to increase their organic clickthrough rates.

It’s worth noting that Google reserves the right to display a more relevant description if they feel the original description is not accurately representing the page’s content. This makes it even more important for businesses to ensure their meta descriptions are well-crafted.

meta survey

The Power of Branding

24.2% of respondents admitted that the brand name was more important to them than any other factor when deciding which search result to click on. Building brand awareness and recognition is essential for businesses looking to increase their organic visibility.

Interestingly, 55.1% of searchers admitted to clicking only on brands that they had heard of, indicating that having a well-established brand can have a significant impact on organic clickthrough rates.

The Impact of Page Titles

While not as influential as meta descriptions or branding, 13% of participants said that the page title was the deciding factor for them when choosing which search result to click on. This emphasizes the importance of having a clear and descriptive page title that accurately represents the content on the page.

The Negative Impact of Ads

Two-thirds of respondents (66.7%) said that the increasing number of ads in Google’s search results makes them want to use the search engine less. This contradicts previous studies conducted in 2018 which found that 75% of searchers claimed that ads made it easier for them to find the information they needed.

This change in attitude could be due to the fact that Google has increased the number of ads displayed in search results, leading to a more cluttered and less user-friendly experience. This highlights the importance of a well-optimized organic strategy for businesses looking to attract potential customers.

The Positive Impact of Search Result Improvements

Despite the negative impact of ads, the majority of users (58.5%) preferred Google search results as they are now compared to how they were in January 2019. The inclusion of featured snippets and other SERP features was cited as the reason for this improvement by 55.5% of respondents.

This indicates that searchers are open to new features and improvements in search results, and businesses should adapt to these changes to stay relevant and visible.

Conclusion

The Ignite Visibility survey has provided valuable insights into how searchers make their decision to click on a search result. Businesses should focus on crafting compelling and descriptive meta descriptions, building brand awareness, and using clear and descriptive page titles to increase their organic clickthrough rates. Furthermore, businesses should be aware of the negative impact that ads can have on user experience and prioritize a well-optimized organic strategy. Finally, businesses should stay up to date with the latest search result improvements and adapt their content accordingly to stay visible and relevant.

FAQs

What is the most influential factor for searchers when deciding which search result to click on?
The survey found that 62.9% of participants claimed that the meta description had the largest influence on their decision to click on a search result.

How important is branding when it comes to organic visibility?
24.2% of respondents admitted that the brand name was more important to them than any other factor when deciding which search result to click on. Building brand awareness and recognition is essential for businesses looking to increase their organic visibility.

Are page titles important for organic clickthrough rates?
Yes, while not as influential as meta descriptions or branding, 13% of participants said that the page title was the deciding factor for them when choosing which search result to click on. This emphasizes the importance of having a clear and descriptive page title that accurately represents the content on the page.

What is the impact of ads on user experience?
Two-thirds of respondents (66.7%) said that the increasing number of ads in Google’s search results makes them want to use the search engine less. This highlights the importance of a well-optimized organic strategy for businesses looking to attract potential customers.

How can businesses stay relevant and visible in search results?
Businesses should stay up to date with the latest search result improvements and adapt their content accordingly. They should focus on crafting compelling and descriptive meta descriptions, building brand awareness, and using clear and descriptive page titles to increase their organic clickthrough rates.

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