2 builders who never spoke to each other

Write the title the query would have written

A page whose title matches the exact query out-clicks a general page at the same position, and the algorithm then promotes the page earning those clicks, so make the title, headers and description describe what the body actually answers. Where the results page already gives the answer, add a note of doubt so there is still a reason to click, and treat the result page itself as something to optimise.

The method

1. 01

   A page whose title matches the exact query wins more clicks than a general page sitting at the same position, and the algorithm then promotes the page earning those clicks.

2. 02

   When Google answers the query outright in the results page, add a note of doubt to your title so there is still a reason to click through.

3. 03

   Make the title, headers and meta description of a page actually describe what the body answers, because a mismatch with the query is read as failing search intent.

4. 04

   Optimise the result page itself for the queries that end without a click, since you can still influence a searcher who never lands on your site.

What it returned

• Author's suggested rewrite appends a sceptical qualifier to each celebrity-height title, implying the number on the results page may be wrong.

• Rand Fishkin expects a sharp rise in demand for optimising what Google displays, on the basis that roughly half of searches never produce a click at all.

Sources

• Resolving the 'Crawled - Currently Not Indexed' Page Indexing Status - Detailed.comGlen Allsopp · detailed.com · Content That Doesn’t Match the Search Intent · 2023-10-23
• Basic SEO and Specsavers' FAQ pageHarry Dry · Marketing Examples · Click-throughs · undated
• How Chamaripa turned celeb heights into shoe salesHarry Dry · Marketing Examples · How Chamaripa turned celeb heights into shoe sales · undated
• How Much of Google's Search Traffic is Left for Anyone But Themselves? - SparkToroRand Fishkin · sparktoro.com · 2019-06-18