As Rand explains this week, when the customer conducts a search, there are three things influencing them that you can manipulate
- title tags,
- the meta description
- the URL
You also need to consider the customers intent. Generally, most are
- informational or
So what is the customer thinking about? They will be looking at the keywords searched, as well as other keywords that they may not have realised they were searching for.
They will also consider the results in relation to their intent and their stage in the decision making process – whether it’s research, to making a decision or to make a transaction.