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How does Google choose its titles for the search results?



How does Google choose its titles for the search results?

Search for anything and Google gives you a list of websites to look at in the search results. As a business owner, this is your opportunity to impress me enough to click on your website and not on another. So, how do you take control of what description Google shows rather than let Google make the decision?

First, you need to understand two things. The first is that nobody from Google visits your website. Instead, your website is visited by Google’s software driven spiders and these spiders read the words you have on the page. The second thing is that there is a limited amount of space in the search results and so the description has to be concise to fit in.

Google Search Engine Optimization Tips – How to control what appears in the search results

Somewhere in the back end of your website (ask your web developer), there is the opportunity for you to describe every page. Typically, this is called the Page Title and the Meta Description. If you fill these fields in, it these that are shown in the search results 99% of the time. There is no limit to the amount of words you can put in these field but if you want to be concise and alluring, learn to use no more than 60 characters and 158 characters respectively.

Here is an example of what I mean. Supposing I searched for ‘Glossop Web Design’. I would get a list of potential businesses to look at. The first is our own entry. Please note that it says what we do and where we do it. Also, it gives you a positive reason to visit with ‘years of proven success’

Dark Peak Digital

Now lets take a look at the top five results in Google. Please note that not one of these has a concise description.

Glossop web design SERPS results

The reason for the disparity is that we took the trouble (as should you) to fill in our Page Titles and Meta descriptions to help Google out. If you take the time to consider what you sell and who you sell it to and then reflect these terms on the pages of your website you are going some way to more traffic and more customers. Here is an excellent video from Matt Cutts of Google explaining more –

Not only does this approach give you a more professional image, it also helps you with your search engine rankings when allied to keyword research, content, links building and social media. For a brief description of the search engine optimisation process, go here. In future posts, we will cover this in far more detail. If you cannot wait then this document from Google themselves explains SEO in full for you. If you would like a free SEO audit of your website then please click the SEO audit link on our homepage.


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