Check out this stellar example of how the major search engines display results for Netflix’s home page.
We see a high level of variation because while Ask & Google use the title and meta description directly from Netflix, Yahoo! and MSN are pulling data from the Yahoo! directory and DMOZ (respectively). I’d bet $50 that Netflix could get a 20%+ boost in their CTR at MSN simply by using the NOODP tag?
Currently, there’s no way to opt out of the Yahoo! directory listing. We’ve been trying to do it with one client for almost two years, but they won’t throw us out even when we don’t pay our dues! Someone at Yahoo! needs to fix that issue.
As search engines start to use metrics like CTR in the SERPs, you might lose more than just eyeballs - you’ll slide in rankings to boot. Here’s the strategy I’d recommend - look at your top 20-100 search referral phrases for the year, then search for each of them at the major engines. Note not just where you rank, but how well your “ad” (after all, what is a meta description tag if not ad copy) is written. Just as you constantly tweak and refine copy in your PPC listings, so too should you apply that same logic to the natural SERPs. You’ll probably find a far greater rate of return.
About The Author
Wahid Qazi is a Research Analyst, eBusiness and eMarketing Consultant, SEO Consultant, SEO Trainer, SEO Speaker and Author, specializes in eBusiness, eMarketing, SEO, branding and promotion and has trained dozens of qualified SEOs. He is a Professional SEO Consultant can be reached at http://www.wahidqazi.com/
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