Understanding Search Results

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The keywords you use within your page title tag are the most important component, if you want to rank in Google.

To learn search engine optimisation, the best teacher is simply evaluating the search engine results page. The search engine results page is going to show you what the search engines deem, as being the most vital important information because of what it shows the searcher. We can learn from what it shows the searcher and apply that to our website in the first step of optimisation.

So what we’re interested in, is the term that people use, we’re interested in the results and how the result is shown.

Is it blended results can we take advantage of? What are the other results on the page and what do we have to compete.

What is this snippet?
We have to break down what the snippet is. The resulting snippet is the listing for your website, and there are multiple components that make up it.

Then we need to look at the primary elements of the search result page, the snippet, and figure out what we can learn and how we can apply it. The first thing that’s important to know is, what words the searcher uses? We call those the search query or the keyword, the words that searchers type are the key phrases, keywords or search queries that they’re looking for. Also what we want to know, is how closely does it match the results on the page.

When someone types in something like ‘Edinburgh hotels‘. The results are full of snippets, and again this snippet is producing a grouping for each website result. What we can see here is that the keyword match of ‘Edinburgh hotels’ is throughout nearly every snippet. The first difference is context, just because someone typed in ‘Edinburgh hotels‘ doesn’t mean that every result has to line up specifically. We can see ‘city’ in between Edinburgh and hotels, we can see it reversed with ‘hotels in Edinburgh’ or just ‘Edinburgh’ by itself.

The snippet is important because what we are looking at is the page title in blue, the URL is in green, and the description is the black text. Once in a while you’ll see site links underneath, those are in blue as well. Whatever is in blue is clickable as a link to the website.

This is the primary basis of a snippet. The page title, the URL and description. The page title is critical because the page title is the first marketing message the searcher will see about your website.

There are a couple of different ways you can build these page titles. You can be for example short and sweet. If someone types in ‘Edinburgh hotels‘ and that’s who you want to get, and that’s who you want to rank then you just make your page title ‘Edinburgh hotels‘, or you can make it a little longer and provide a unique sales proposition.


Trip Advisor title shows ‘The 10 Best Hotels in Edinburgh, Scotland (with Prices from $49 …‘ Not only did they use the right keyword but they expanded beyond there to give a sales proposition.

Same thing with lastminute.com, ‘Cheap Hotels‘ and booking.com…’Cheap Edinburgh Hotels‘.


There’s a lot of different ways that you can construct your page title based on the brand, based on what you do, based on your type of business. What you’re doing when you add more words, you are extending the relevance, and you’re extending your ability to rank for different words. If you add too many words in one title, you’ll get the trailing ellipsis… That means that the page title wasn’t going to fit. It’s too long.
What works best, is titles that are short, and encapsulate a specific thought, or a sales proposition are the most quickly and easily read and do the best in attracting the click.

In understanding our search results. The page title is everything. It’s the largest, boldest and most easily read text on the page. The page description is that smaller black text. And the URL allows people to see what page it is and of course, as a brand, you interested in those indented results and those page links to make those appear. What can we learn from that? We can take that and pull it into some more understanding of search results, keyword research and start plugging it into the page to make our snippets look great and attractive to the searcher

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