Exploring the Viability of your Search Engine Results Pages

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When a user enters in a search query and is taken to a search engine results page, then the probability of clicking on a result is a function of three items:

1. The density of the searched for terms found in the search snippet. Ideally, these are somehow highlighted – a different color, italics, bolding – to show the user that the search term is indeed found in the target link.
2. The actual ranking in the search result. The higher the result, the more likely the user is to click on  that result.
3. The search engine result as compared to what the content manager thinks should be in that position.

This article will cover the first two of those aspects: the keyword density and the relative placement.

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