What makes someone click on a search result?
Before we can answer that question, we need to consider why someone uses a search engine in the first place.
People search for information for a variety of reasons. They could have a problem that they want to solve. They may be looking for more information on a particular subject, such as a product they’re interested in. They could even be researching a holiday destination.
Depending on the stage of the buying journey, your customers will be performing different searches to find a business like yours.
In the early stages, a customer realises they have a problem and they’re looking for a solution. For example, they may have an issue with their vehicle and need assistance. Or they could be struggling to cook rice effectively and be looking for an alternate method.
Once the customer has found the type of solution that they need, the type of search they’ll perform will be looking for more information. This is where they could be reading reviews, comparing prices and trying to find a reputable company to work with.
The first page of the search results is vital. One of the first things that someone will consider when choosing where to click is the order of the results. If you want to have customers find your business and click through to your website, then you need to appear on the first page of the results for relevant search terms.
Sistrix, a marketing software company, carried out a large scale analysis of billions of search results in 2020.
Their results found that the first result in Google received clicks from 28.5% of users. This was almost twice as high as the second position which received 15.7% of clicks. Finally, the website ranked third in the results received 11%.
Looking at this data, it clearly demonstrates the importance of a website ranking highly in the search results. When they do, they receive more attention from people that are searching.
Search engines like Google, will try to show the results that their algorithm believes are most helpful to the user performing a search. These algorithms are complex, but they’re designed to promote valuable content that is most likely to answer a user’s query.
As part of any SEO work that you carry out on your website, you’re able to make your website stand out in the search engine results. You can edit your ‘title tag and ‘meta description’ for each of your web pages.
Both of these elements should be unique for each page. They should describe to someone what they’ll find when they click through to your website. For this reason, they should be accurate and helpful.
A good title tag and meta description can help to generate more clicks to your website, even if you’re not ranking in the coveted first position in the search results.
If you’d like to learn more about SEO and how it can help your business, you can schedule a call with me here.
