Write More Effective Search Listings

Improve Your Results With Well Written Search Listings

Research shows that you can achieve better results from your Yahoo! Search Marketing campaign by writing more effective titles and descriptions. To help you achieve higher click-through rates and encourage more potential customers to your site, we've compiled the following tips for how to improve your search listings.

Include the keyword in the title and description.

• This reassures users that your site will contain what they're looking for.
• Users are nearly 50% more likely to click on listings in which the keyword is included in both the title and description.*

Write titles and descriptions that are tailored, clear and factual.

• Avoid superlatives (ie, excessive or exaggerated language, such as "best," "largest" or "cheapest.")
• Accurately describe what users will find when they visit your site.
• When listings contained factual titles and descriptions users were over 50% more likely to click-through than when the listing was “salesy”.*
• If the title and description are accurate and clear, users know what to expect from your site and are more likely to click through and buy.

Avoid ampersands (&) and numbers replacing words ("buy 1 get 2 free").

• Research shows they have a negative impact on likelihood to click and perceived quality.

When the geographic location is relevant, include it in the description.

Including the location will help users determine whether or not your site fulfils their needs, resulting in fewer wasted clicks and more customers who are likely to convert.

Ineffective Listing for the Keyword "Sailboat": "Salesy," exaggerated, keyword not in title.

Effective Listing for the Keyword "Sailboat": Factual, impartial tone, keyword in title and description.