A typical search engine results page
Image via Wikipedia

When you think of traffic and clicks from search engines, you often do not think of the impact of the click-through-rates from natural listings (SEO). There’s a lot of discussion about traffic, and that’s it…

Pay Per Click (PPC) gets all the love in the that department. It’s easy and common to test different ad text (as you should!), and rotate ads to see the best performing ones.

PPC campaign management involves more than testing display ads, but clearly – addressing the need of the searcher’s mind at the time of research is hugely important. We can do this with copy/text and the ‘look’ of the ad.

How can you optimize your search results and click-thru for organic search results? It does take time (pages must be indexed and available) – and it’s hard to know what it will look like before hand.

And, you should test results across multiple channels and devices (including mobile, of course)

This tip will help you – and decide on your best approach in minutes.

Are you collecting results from your organic click-thrus within your web analytics? Or, are you simply looking at traffic numbers, keywords and referrers?

Here is a tool that will help you draft and see the results beforehand, and envision what the searchers will see.

This tool simulates Google’s search engine results pages (SERPs). Use the form below to enter the title, meta description, and URL of your web page, and this tool will generate a virtual search result listing based on your input.

Snippets are important and can be the deciding factor for readers choosing whether or not to visit your site.

Try the tool here from the most awesome SEO dude Darren.

Finally, this is a bit older now, but related: good info to think about from Mr Cutts himself. And, you can read more on the fairly recent updated rich snippets also.

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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.