Snippet optimization - search results optimization

The most common mistake in snippet optimization is still a "Overoptimization". Many titles have so many keywords that optimization means "cleaning" the title of too many keywords and thus defusing them.

An optimal title should therefore have the following characteristics:

• The main keyword should be placed in the first place
• Search-strong adjectives and verbs such as cheap, inexpensive, online or buy are particularly useful for store titles
• Originality and individuality to encourage clicks
• Content is aimed at what users want and are looking for, and a distinction must be made between the two in part
• Only integrate your own brand if its familiarity encourages clicks
• Maximum length of approx. 58 characters, whereby the actual length is limited by the pixels

What is the optimal meta description for snippet optimization?

The Description: These aspects should definitely be taken into account

Although the description is not a direct ranking criterion, this does not mean that it is irrelevant, as it has an influence on the click-through rate. It is well known that the click-through rate has a direct impact on the ranking. Ranking effects.

The most common mistake in snippet optimization with regard to the description is a wrong focus. Many people ignore the fact that search engine users have already decided on an article. For example, if a user Googles "photo wallpaper", they usually no longer need to be convinced that photo wallpaper can add a lot of charm to a room and is very popular. Instead, the provider of the photo wallpaper should stand out from the competition with certain aspects such as free shipping or excellent service. It is usually arguments like these that encourage users to click and ultimately convince them.

An excellent description should therefore have the following features:

• The description attracts the attention of the searcher
• Your content is convincing and easy to understand, i.e. avoid long sentences at all costs, because users only skim the text
• It is individual and original, thus stands out from the competition and contains USPs
• The description has concrete arguments, i.e. "many brands" is far less convincing than "more than 300 brands"
• It only refers to what the website or the company behind it is actually able to do
• by using call-to-action phrases such as "Buy now!" or "Download now!" it encourages people to click
• It contains the most important keywords, because without these, the description is not in bolddisplayed
• It has a length of 100 to 150 characters (if it is too long, the description is cut off, if it is too short, a line is lost)

How to use Rich Snippets correctly

However, optimal titles and good descriptions are by no means everything, because snippet optimization can also be helped on a technical level, for example with markups. These help to enrich the displayed search result with additional, important information.
With the so-called "Rich snippets" are for example:

• Stars for rating, because what could be more eye-catching than yellow stars
• FAQs with answers as accordion element, which Google can read out
• Event dates, which are now also used by clever optimizers for offers
• Product information, such as prices, shipping costs or even pictures
• Breadscumps as URL
  
• Job offer for jobs
• Recipe information, probably the last bastion for images in the search results

The most common error in related snippets is faulty code, as many markups offer numerous opportunities for errors. Fortunately, Google offers a free tool to help, as it can be used to quickly identify and eliminate built-in errors.

How can I recognize a bad snippet?

In general, bad snippets can be recognized by the fact that they promise something that they do not deliver in the end. These days, there are few things worse than bad user signals. Although it is often tempting to click on a Keyword that is less suitable but is searched for much more frequently, but this tends to be counterproductive. If users then click on the page and do not find what they were looking for, it can be assumed that they will quickly leave the website and search for a more suitable page. If this happens, it is more than detrimental to a good ranking in the Rankingbecause there is no doubt that such "short clicks" are an absolutely clear signal for search engines that the search result does not correspond to the search query. The result is ultimately a downgrading of the page in the Ranking.

What effect can be achieved with snippet optimization?

Snippet optimization / CTR optimization = more Traffic and better Google rankings!

Without question, snippet optimization is one of the most rewarding types of search engine optimization. Changes can be seen after a short time, sometimes even within a day. The improved click rate also has a positive effect after just a few weeks. It is also a fact that in hardly any other discipline of search engine optimization can success be measured as well and, above all, as directly as in this one. The choice of wording for the title and description depends on the topic in question. A good understanding of the wishes and needs of the target group and a good gut feeling are often worth their weight in gold when writing the description and title.