How to Create a More Clickable Snippet and Attract Organic Traffic

In a situation where an SEO strategy yields visible results and positions the website’s resources, it is essential to continually improve rankings. Ceasing to control and refine the main sources of traffic can be a poor idea. The competition for “a place in the sun” in search results is relentless and never ceases.

Once you have dealt with one challenge — getting your online platform to the top — it’s necessary to focus on the next: how to make users select your resource specifically from the ranking results. Achieving this can be done through the snippet, which must be more intriguing and compelling to users than the others in the ranking list, thus increasing the likelihood that they will click on the link for content review.

Let’s explore how to craft a snippet that stands out against all the sites presented in the search results.

Option 1: Enhance Titles and Descriptions with Thematic Emojis or Breadcrumb Elements

The results page snippets in Yandex and Google search systems are displayed in white tones. Adding thematic emojis in the mentioned meta tags contrasts effectively and provides a better visual catch for the eye.

However, in the Russian-speaking segment, not many guidelines advocate for this method, which indicates that you will be among the pioneers. Modern users are overwhelmed by content and creativity; thus, all new offerings tend to react with greater enthusiasm.

Format Order of Snippets with Emojis

1. To find a suitable emoji, use the libraries of symbols;
2. Among all available emojis, choose the necessary one (it’s important that it somehow relates to the information published on the page and together reflects the overall theme of the service);
3. Highlight and copy the object’s code, then insert it into the search field. If the system “sees” this code, it indicates that everything is in order and emojis are suitable for use.

Option 2: Add Parentheses in Titles

Results from recent studies in the SEO promotion sphere clearly show that in article titles where parentheses are used, users tend to respond much more actively (the CTR indicator is 38% higher). In this case, the type of web page, as an experimental factor, plays no role.

What Information to Specify in Parentheses?

Parentheses can be either round or square. Often in the parentheses of the first type, information about competitive advantages of a product or service is written. Correspondingly, the parentheses of the second type contain additional links to published information (reports, analytics, instructions, etc.).

Option 3: Indicate Vital Keywords in Titles

Vital keywords are also termed branded, as such a targeted query consists solely of the names of trademarks, companies, or brands. For example, “Nescafe” — this is a vital query, while “how to properly prepare Nescafe coffee” is informational.

How to Work with Vital Keywords?

Two main strategies can be highlighted:

1. Use the name of a popular side brand in the title: well-known TM typically has a fairly widespread core of loyal audiences. If you mention the name of such a company in the snippet, many of its fans may visit your resource. This can increase traffic and diversify semantics.
2. Use your company’s name in the title: this method works when the level of brand recognition is at least satisfactory. Position branded keywords better at the beginning of the phrase so the search engine does not obscure it (if the title is concise, it can also be placed at the end).

Option 4: Avoid Generic Expressions

The use of template phrases tends to reflect on the relevance index of the snippet itself. So, the title to the article will most likely be changed to reflect the structure of current search queries or a specific section that is known to the audience.

How the Use of Template Phrases and Branded Keywords in Titles Affects Page CTR:

• The length of the title increases: on average, long phrases are more visually appealing and attract users’ attention. Therefore, it’s advisable to develop concise templates;
• The relevance of the snippet may change (grows or, conversely, declines): stick only to actual keywords and phrases that cover user queries rather than simply filling space.

Conclusion

When striving to promote a website in search results, do not forget that achieving top positions in rankings is only half the success. For users to prefer your site among many online platforms, it is essential to work well on the snippet of the page. It is important to make it more engaging, content-rich, and relevant.