Every business that has a website wants as many searches as possible to land on their site since increased traffic amounts to increased sales; Right? Well, not necessarily. Most people have heard of the term “Click Popularity” which simply means the sorting algorithms that are used to track the number of visitors to a site and how long they stay there (also referred to as Website Stickiness). Following this thought, it is actually the users and not the search engines or web directory editors that organize or determine search results.
So what happens when a website operator uses misleading descriptions that take users to completely unrelated websites? You may end up with a huge amount of clicks but if those clicks are not being translated to sales, they are of little use, no matter how popular your site appears to be. Using the website stickiness premise would then seem to make more sense. This would seem to indicate that the longer the person stays on a particular website, the more relevant or popular it is. The theory behind this is that if a user spends time on a site that they have clicked to rather than hitting on the back-button, they must have landed on the page they were looking for; Right? Once again – not necessarily.
The problem with this way of thinking is that there are just too many variables that can skew results of both clicking and website stickiness. For example, how many times have you gone to a site and before you even determine whether it’s what you are looking for, you have to go do something else? On the other hand you may stay on the page for a while, leave the room and then come back later and then realize that this is not the site you needed.
So, the question remains how to score higher with Click Popularity algorithms. Generating a high ranking is more complex than just increasing clicks, it involves many factors and no one thing will give you the results you are looking for. The factors that must be looked at if you want to achieve long term success and get more relevant clicks include:
- Descriptive and catchy titles
- Good Meta description tags
- Clear, informative, quality home page content
- Easy to use (User Friendly) Navigation design
The desire to be popular is strong and who doesn’t want to be popular? However, staying popular for the long haul and with the right people is what will make a difference in achieving the goals you should have for your website – which is to have a positive affect on your bottom line – more sales.