Part 5 in James Gurd's website optimisation series
In Part Five of this SEO series, I'll show how to improve page titles and meta descriptions to increase traffic from natural search. This type of testing should be an integral part of any optimisation program and these two elements are often overlooked.
As many of you will know, there are two key elements that appear in every listing, regardless of whether or not you have optimised your webpages to display targeted content:
Why is this important?
It's simple, the words that people see on search engines results pages (SERPs) influences their click decision. The more persuasive the copy and the closer it appeals to the needs of the searcher, the greater the propensity to click. Google rewards pages which have a higher relative click through rate since this is a positive relevance signal. Furthermore, the title…