Reaching the top of Google (and staying there) is akin to playing a game with ever changing goal posts. There are so many elements that contribute to where your website is placed and for how long.
And while it's granted that Google moves in mysterious ways, and you will never be able to control every single variable, there are a whole range of techniques you can use to keep kicking goals when the Googlers make it tricky for you.
One simple and effective way is to make sure what actually comes up in the Google listing is fully optimised, makes sense, and tells the viewer "this is what you are looking for" – by addressing exactly what it is that your website delivers.
Your Google heading can be up to around 66 characters & that includes spaces, so you do not have long to grab the viewer. With that in mind, it's important to remember the following:
The viewer is looking for something.
Does your headline assure them that you have what they need?
If you do in fact offer what they want, is it simple for them to attain it?
What means have you offered them to make life easier?
Is there anything new, interesting or out of the ordinary?
Can you manage to stand out from the crowd?
Have you included your company name & made sure that you have a different heading for every single page on your site?
So: can you manage that in 66 characters? With clever copy, the answer should be 'yes'.
Now that we have a succinct and attractive headline, we need to ensure the description is up to scratch. Think of the description like the copy of an advertisement. You have roughly 155 characters including spaces to offer a compelling glimpse into what lies beneath the click of the mouse. Think of the description like a taste test. And make absolutely sure that you use your keyword / s at least once toward the beginning.
That said, keyword stuffing is frowned upon in the Googlesphere. And thank goodness! Who wants to read the same phrase same phrase same phrase same phrase same phrase same phrase over and over again? Nobody!
You might also like to include a call to action in your description. Would it make your viewers' lives easier if they could search for you and find your phone number?
Finally, choose a URL that is clear and indicates where the page lies within the site's structure. For example: company / topic ….
And next time you Google something, take note of just how much the heading and description affects whether that's the site you choose to peruse.