Take a look at any listing on any search engine result page (SERP) and what is the one common thing you find? That’s right – the keyword entered by the user is included in the headline, the description, and quite often, even in the URL. If you’re not making use of keywords, well, you’re doing it wrong – but fear not; you’re going to discover some practical tactics to achieve a super click-through rate by making better use of keywords in your listing.
Keep in mind that there is a fine line between using a keyword in a listing and over using it. Focus on developing a readable and engaging experience for users, and you’ll be on the fast track to success!
Keywords in the TITLE: Marketers and SEO-types often forget just how important the title is to the experience of a user – but it is; it most certainly is! The titles consumers experience on search results page almost always stand out the most due to their size (larger fonts) and color (mostly blue). Since most search engines truncate (shorten) long titles, it’s optimal to include the keyword being optimize for within the first few words (if not the first actual word) of the title. Users expect to see the terms and phrases they are looking for and it’s the obligation of advertisers and SEO’s to make it happen.
Keywords in the DESCRIPTION: The area often directly beneath the description on a search return listing is that of the description and it’s the perfect opportunity to again include keywords. Remember that readability remains the most important aspect of crafting a compelling description so using natural language (words and phrases constructed in a way that can be understood by consumers viewing that listing) should always be the top priority.
Keywords in the URL: Destination URLs (or the location a user ends up once they click your listing) is another powerful place to include your keywords to elicit a super click-through rate. Ideally, URLs will feature the keyword being used by the consumer within a named subfolder or subdomain (either works just fine in terms of engagement), but again, consumers need to be able to comprehend what they are reading so take time to develop an attractive URL that conveys meaning to the user.
Bonus – Keywords in the DOMAIN: There is much speculation among the SEO community about whether the presence of keywords in the URL matter to natural or organic ranking, but know this: domain names that include a URL provide a strong relevance signal to consumers. In the few seconds that a listing appears, every opportunity available should be capitalized upon.
There are plenty of important locations to include a keyword in a listing on popular search engines, but often, webmasters just don’t have control of that experience. That’s much different when you’re advertising as complete control over how a listing appears is possible. Test out this strategy at 7search and see how it works with multiple variations of your ad – one with keywords in these three locations and one without and see the difference.