Why should someone click on your website in search results?
Posted: Wed Jan 29, 2025 8:03 am
An important question because – as you've probably noticed – you're never alone in search results. And that's why it's important that you think about it on a strategic level: Why should someone click on your website? If someone sees the other websites too: What advantages can you develop over the others?
And you can influence what appears in the search results via the page title and meta description . And then the key question is: what do I write in there? In other words: what sets you apart from your competitors? And not just what sets you apart, but what sets you apart that is relevant for customers ?
I think it's really easy for a shop. There are things like "free shipping" or "large selection", "fast delivery", whatever. It's more difficult for a B2B company that makes twin-screw extruders. So what really sets you apart?
You really have to delve very deeply into the topic . The question still remains: what is relevant for customers? And a lot of the things that you've set yourself, which are also written on the walls in some meeting rooms, are thought out from the inside out and not from the outside. And of course, we're not just talking about titles and meta descriptions, you can also work out advantages in the search results in other ways, particularly through markup . By aiming for very specific SERP features , like the ever-popular asterisks, for example. And that has a strategic component too, because if you want asterisks, you usually need user-generated content. And that's why it's not like we just do it quickly, you have to think about it a bit.
#2: Why should someone link to you or mention you?
Now we can venture into a very old discussion: Is a mention worth as much as a link? Personally, I think not. And above all, we have to be honest and say that links are easier to measure. That's why we're going to assume for now that we're aiming for links.
Unfortunately, I still see companies either doing nothing at all uganda phone number data in terms of backlinks or they go out and buy. And of course they buy, I know that sometimes it's the only way, but you should still think about it: what can you do? And often there is simply no good reason to link to someone, because the key to linking is the right content, or content in the first place.
Of course every website has content. Of course I have my product pages or my service pages, whatever I have, but what do you have beyond the necessary? What do you have that is so powerful for other people, so relevant, that they link to it? You don't really need to be particularly creative for that, because there are lots of topics on the table. For example, a magazine section, setting up a podcast, free downloads or generally opinionated content on topics that resonate . You have to think about that and maybe even plan something nice for next year.
Of course, it may be that there is no link potential within your very narrow topic, for example. So: You have an online shop for hemorrhoid ointment. It may be a very contrived example, but no user of this hemorrhoid ointment will voluntarily link to it and say: “Here, this really helped me.” Of course not.
But there are still solutions for this, such as switching to more enjoyable topics , for example the topic of digestion and then offering content for that. Again, these are special cases. It's not usually an issue. Much more difficult in B2B than in B2C, no question about it. But in principle, these possibilities do exist. You should think about it and there are also many ways to be inspired by what other people have done. After all, we already have a few billion links out there and looking at them and seeing who is actually linking to what? That's actually hard work. And you could use the next few weeks to do a bit of that.
And you can influence what appears in the search results via the page title and meta description . And then the key question is: what do I write in there? In other words: what sets you apart from your competitors? And not just what sets you apart, but what sets you apart that is relevant for customers ?
I think it's really easy for a shop. There are things like "free shipping" or "large selection", "fast delivery", whatever. It's more difficult for a B2B company that makes twin-screw extruders. So what really sets you apart?
You really have to delve very deeply into the topic . The question still remains: what is relevant for customers? And a lot of the things that you've set yourself, which are also written on the walls in some meeting rooms, are thought out from the inside out and not from the outside. And of course, we're not just talking about titles and meta descriptions, you can also work out advantages in the search results in other ways, particularly through markup . By aiming for very specific SERP features , like the ever-popular asterisks, for example. And that has a strategic component too, because if you want asterisks, you usually need user-generated content. And that's why it's not like we just do it quickly, you have to think about it a bit.
#2: Why should someone link to you or mention you?
Now we can venture into a very old discussion: Is a mention worth as much as a link? Personally, I think not. And above all, we have to be honest and say that links are easier to measure. That's why we're going to assume for now that we're aiming for links.
Unfortunately, I still see companies either doing nothing at all uganda phone number data in terms of backlinks or they go out and buy. And of course they buy, I know that sometimes it's the only way, but you should still think about it: what can you do? And often there is simply no good reason to link to someone, because the key to linking is the right content, or content in the first place.
Of course every website has content. Of course I have my product pages or my service pages, whatever I have, but what do you have beyond the necessary? What do you have that is so powerful for other people, so relevant, that they link to it? You don't really need to be particularly creative for that, because there are lots of topics on the table. For example, a magazine section, setting up a podcast, free downloads or generally opinionated content on topics that resonate . You have to think about that and maybe even plan something nice for next year.
Of course, it may be that there is no link potential within your very narrow topic, for example. So: You have an online shop for hemorrhoid ointment. It may be a very contrived example, but no user of this hemorrhoid ointment will voluntarily link to it and say: “Here, this really helped me.” Of course not.
But there are still solutions for this, such as switching to more enjoyable topics , for example the topic of digestion and then offering content for that. Again, these are special cases. It's not usually an issue. Much more difficult in B2B than in B2C, no question about it. But in principle, these possibilities do exist. You should think about it and there are also many ways to be inspired by what other people have done. After all, we already have a few billion links out there and looking at them and seeing who is actually linking to what? That's actually hard work. And you could use the next few weeks to do a bit of that.