When Google generates search results for your keywords, you’ll see a description below the page title, this is called the “Snippet.” The snippet can be an important section to optimize for driving traffic, so what can you do to optimize for that? First, let’s understand where Google looks to create your snippet.
First and foremost, Google will try to find the parts of the page content that best match the keywords you searched for, and will show snippets surrounding those parts. In this case there’s nothing you can optimize other than just having compelling content on your dealer website. Otherwise, Google will use the meta description for the snippet. In the rare case that Google is unable to crawl the page, the snippet may be pulled from the “Open Directory Project.”
This is why it’s important to have good meta descriptions on your pages. The SEO value of the meta-description is very minimal compared to a couple years ago in regard to pagerank. However, by catching the user’s eye with a compelling description, you will drive more traffic to your site.
It’s important to note that Google will also use algorithms to try to provide additional information after the snippet. For example, you may have seen organic search results that have sitelinks. These sitelinks don’t cost anything extra, they’re just pulled directly from your site. Google will also try to pull useful information from your website like the street address to add after the snippet. If your website is the official site of a publicly traded company, the stock ticker will show up.
Could your dealership be being more click throughs from SERP’s, let us optimize your results and get you more leads. Content Motive is your online dealership marketing experts.