As said above, search engine optimization is not about getting high rankings. It is about getting targeted traffic. Getting your website on the first search engine results page (SERP) is the first step. Then you have to convince people that they click your listing:

• Use compelling website titles: The title is the first thing that searchers see because it is the big clickable part of the listing on the search results page. It should get the attention of the searcher. Ideally, the title contains an incentive to click.
• Try to optimize the description of your web page: Google and other search engines often do not use the meta description of web pages (especially if they think that they can provide a better description). Nevertheless, a good meta description can help you to get more clicks if search engines decide to show the description.

  Include a compelling reason to click your search result. Show benefits, value, solutions to problems, etc.

• Use meaningful URLs: a clear URL that indicates that the searchers are getting the desired content on your page is much better than a complicated URL with many parameters. If the URL contains words that are related to the search, the searchers will get a confirmation that your web page is relevant.

Further information about how to find the best keywords and how to optimize the conversion rate of your web pages can be found in our free search engine optimization manual. You'll also learn how to improve other elements of your website so that your pages get higher rankings on Google and other search engines.

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