SERP of CTR and SEO

Personalized search for traditional SEO (search engine optimization) is the impact of all-round, although the impact will be the next time gradually emerged, under any of its premature conclusion was hasty, but Needless to say, Personalized search in many aspects of SEO a higher demand.

For example, although the previous Seoers also attaches great importance to users in the SERP (search results page) in the analysis of clicks, but it is based on SEO to the objective of maximizing the interests of that by raising user in the SERP to the CTR SEO to achieve better results, relatively speaking, and SEO compared to the other work, it belongs to the final, the optimization of the icing on the cake. In search of personal intervention, the nature of it seems to be a change, in the SERP to the website of the CTR become very important part of SEO work: the user clicks, the next step and visit the collections, and other acts of sites is a decisive These data are affecting the future users of personal search results ranking the key factor.

This requires the implementation of the SEO process, the importance of how to improve the site in the SEO in the click rate in the SERP be sufficient attention.

How in the SERP page from the user's attention?

Generally speaking, most of the default search engine in the SERP page of the search results show that 10 of the SEO, in which there is not complete, it is also necessary to identify a user clicks on their Web site rather than 10 other sites in the outcome of the reasons .

To trigger a user SERP page on your site clicks, the first to arouse the user's attention. After all, for most users, in view SERP page using similar to a "quick scan" approach rather than a careful reading of a will, made the decision to give up or click often in a few seconds, if a user can not Noting a certain result, it is impossible clicks. Web site must be able to cause the first time the user's attention.

What factors affect the user's attention is »

Rank

The highest ranking, the easier it is to attract the user's attention is not controversial. In comparison, the No. 1 site is often the user will not be neglected, in many cases, users do not even see the specific site of the No. 1 show specific information and direct customary to click.

Of course, this also does not mean that the row in its next site will have no chance. We have in the SERP in the analysis of user behavior pattern for a brief introduction, the friends are interested can refer to. But in general, depend on the location, allows users to note that the probability is smaller.

Sitelinks, folding results and strange characters

Google Sitelinks in attracting the attention of users the advantages of very prominent, that the eye-catching way to display the majority of users can not ignore, if the site conditions, to make their sites get this kind of "treatment" should be the ideal target.

However, Sitelinks only to search for specific keywords and the No. 1 large enough scale, content-rich site to provide adequate for most small and medium-sized site, it may be difficult to achieve. But in the SERP page seize the user's attention, there are other ways. For example, as in improving the SERP page in the click rate, as described in to search the two folding display also easy to grasp the user's attention.

Also includes some other means of alternative methods, for instance, some sites in the title of the page to see less use of weird characters, in the search results similar to "☆ ★…… heading…… ★ ☆" show title, regardless of the final Click on the trigger, this is quite different from the results of the other nine sites allow users noted that at least their own. However, in this way often have to pay some price for SEO, especially heading filled with characters will not greatly affect the final page ranking, to be honest, my impression does not seem to see the use of such sites in the way SERP in the No. 1.

The relevance of search words and hidden semantic

When users need to find certain types of information, products and search engines to find, although his heart is very clear to find the target, but often can not accurately enter a search item, or can not be accurately summed up in order to enter or just simple, especially for Chinese users Terms. However, those not included into the search of the true thoughts, description, although probably a bit fuzzy, the user will not forget, in the SERP page "quick scan" will focus on finding those related vocabulary or extend the terms. For example, when a user input in the search of the "Windows Vista", it may really looking for is Windows Vista the purchase price or how to install and use the skills and even how to uninstall, which extends from the vocabulary or the hope for instance, The purchase of Windows Vista users see a very low price, in its view SERP page is to find the focus, a page containing such information, even in comparison row on the location, although often than row In the first pages of information are the corresponding What user's attention.

Similarly, there are a lot of synonyms also allow users to search only one, in the Chinese user, to make the wrong choice can not even choose the most accurate description of the objectives of the search often, but when its not in the browser SERP Neglects to other state's website, find their search objectives "semantic related" or "potential" Key words page. Specific reference in the indexing, LSI, will not go into details.

Induce users to click on the factors

In succeeded in attracting users concerned, the next step is how to get users to click on their own web pages, of course, also the most important, otherwise the SEO's efforts would have gone down the drain has.

Most search engine page of the SERP style similar to the results of a search, the title, summary at the three-part show.

Title

Title is to determine whether the user click on the most important factor. Users based on their own desire to search to find keywords in the heading, although the associated word and its semantics but do not enter keywords related to the extension.

Page summary

Web page summary may be from their own meta description of the directory as possible from the authority DOMZ, Yahoo! Described in the catalog site (such as Google and Yahoo!), May also be part of relatively higher html page of text, or search engine that fit most of the current search page excerpt.

Similarly, users will be in accordance with their own objectives in the summary search to find words and their relevance Although the word but do not enter the extension of semantic related words and as a basis for the judgement of whether or not click.

When necessary, to more accurately describe the content of a Web page site may need to use NOODP, NOYDIR (Google, Yahoo! And here), such as Meta tags, to avoid the use of the summary page in DOMZ or Yahoo! The information in the directory.

Note: in Google's search results, it is also possible to use DOMZ page headline in the name of the site, likewise, Yahoo! Search results there are also heading to use Yahoo! In the name of the directory site, and not enough accurate comparison page summary, it is more often fatal, in the SEO site in need of attention.

Website

By comparison, the impact of web site users to click on the impact of much smaller. However, some research shows that when users click on the search will give priority to their respective areas of the high visibility of the site at some extent will affect the user clicks. -- From this perspective, the authority or well-known sites, directly in the title of the page shows site names may be better.

Other factors

A user clicks on the impact of other factors there are many, and also failed to include the search of the real search users relevant to the objectives. For example, to give us above the "Windows Vista" for example, if the user intended to search the purchase of Windows Vista, then, in the information displayed in a lower price of the page was then click on the possibility of larger, and, if The user intended to search the Windows Vista operating skills, regardless of their listed prices lower, the user will directly overlook.