Today google made a post on the official google analytics blog talking about changes to their search query link that your analytics software will more than likely pick up on. Just based on the parameters that are contained in the url string it seems pretty obvious that google is going to be concentrating on what sites get the click when they are served up for a search query.

Basically what this means is that you’ll have to pay even more attention to how you write your title tags and meta descriptions. They will have to call out to the potential visitor and scream “click on me, visit my site I have what you’re looking for”. The biggest trick to this whole thing is that you’ll have to design a site that really keeps them there and does truly offer what they are looking for. Google want to only serve up sites that are truly the best of the best and offer the highest user experience possible. This is one more step toward the ultimate goal of search result nirvana that google seeks to present to users.

Another way to look at it is that if you have a very well optimized site but your visitors don’t stay, you dont stay highly ranked in the SERP’s. While the effects may not be that drastic you can be sure that over time the results will change toward more of that type of scenario.

While this type of thing has been talked about as something that google is more than likely doing behind closed doors this latest change really cements it for me.

In years past some search engines tried to rank sites based on the number of click throughs it got. Of course this got “spammed” to death and proved to very unreliable. Now google seems to be adding this into the mix of it’s already complex algo. As if google doesn’t take enough things into account already!

So heads up on this one and really get cranking on lowering that bounce rate and increasing your conversion rate. If you haven’t been doing that already then you’re missing out on one of the best ways to increase your business with little or no added expense.

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