OneBox titles that get results
One of the simple changes you can make to your feed is the product name, which is similar to a title tag on a website. It ends up being the hypertext people click on, so it can affect clickthrough rates just like good ad titles for PPC or good page titles and snippets for organic results. But what exactly makes for a good title?
Well, just like PPC and Organics, your results may vary. However, what I’ve found to work well is a combination of things.
- Start with the make and model number, letting people know right away what it is that they’re clicking to.
- Follow that up with the actual name of the product.
- Finish with the category names you’ve chosen after keyword research.
- Don’t cut the name short.
The last tip almost seems counter-intuitive, but it has a neat side effect. You see, the longest name gets the most screen real estate and pushes the price out further, many times past the end of the other companies’ names. By doing this, the other prices become lost in the mess of words and you’re going to be more likely to get the important click.
As I said before, your results may vary. But I’d encourage you to try something similar and see what you get for results. The ones I’ve done have been good.
Comment by Steven | October 11th, 2007
“You see, the longest name gets the most screen real estate and pushes the price out further”
Hi Brian,
Im a bit confused what you mean when you say it pushes the price out further. When i look at Google Product search all the prices are listed down the right hand side in a nice neat straight column.
Im looking at this page http://www.google.com/products?sampleq=1&q=trackman+mouse
Have i miss understood something?
Also I have a few questions about what we are doing in terms of Google Base/product search. Can i post them here to get some feed back??
Comment by Steven | October 11th, 2007
Hi Brian,
Im a bit confused what you mean when you say it pushes the price out further. When i look at Google Product search all the prices are listed down the right hand side in a nice neat straight column.
Im looking at this page http://www.google.com/products?sampleq=1&q=trackman+mouse
Have i miss understood something?
Also I have a few questions about what we are doing in terms of Google Base/product search. Can i post them here to get some feed back??
Comment by Brian Mark | October 11th, 2007
What you missed is that we’re talking about onebox, not google product search. I get many times more clicks on my products from onebox results than from product search, so that’s what the tip is for.