| Ever wonder what makes up the pieces of Google's | | | | overlook this very important step when designing |
| search results? Before that question can be | | | | websites for their customers. Webpages not titled |
| answered, the process of how Google delivers | | | | will appear in search results with the title as "Untitled" |
| results must be understood. There are three key | | | | or "Home Page" which does not encourage the |
| processes in delivering search engine results. | | | | consumer to click. Whereas a title listing your agency |
| First, Google "crawls" the World Wide Web and | | | | name and a slogan or short concise description of |
| accumulates information about websites and their | | | | what your agency offers would encourage the |
| content. The program Google uses to accomplish this | | | | consumer to click and learn more about your |
| task is referred to as Googelbot. Googlebot uses an | | | | insurance agency. |
| algorithmic process to determine which sites to crawl, | | | | Description |
| and how many pages to read from each site. Next | | | | The description listed by Google typically comes from |
| Google compiles a massive index of all the words and | | | | one of three places. |
| locations of the sites it crawled. | | | | - Open Directory - If for some reason, when Google |
| When a Google user enters a query, Google returns | | | | attempts to "crawl" a site and they are unable to |
| a result they feel is most relevant. The results that | | | | read it, Google will then sometimes rely on the Open |
| are displayed are referred to as Snippets. In general, | | | | Directory Project, which is listed at |
| Google reserves the right to display what they feel is | | | | - Within the Page - Sometimes, Google pulls the |
| best for their users. However, you have a great deal | | | | description from within the page. Google determines |
| of control about what is displayed about your agency | | | | what part of the page it will use so the description |
| on Google. | | | | gives some context as to what the page contains. |
| There are three primary components that make up a | | | | - Meta Description Tag - the most preferred method |
| Snippet. | | | | and where you have the most control of what |
| Title | | | | description is displayed is the Meta Description Tag |
| The first line of the Snippet is the title. The title | | | | which is included in the code of your website. By |
| displayed comes from the title of your webpage. We | | | | including a Meta Description Tag, you have the ability |
| have found many websites where the designer will | | | | to dictate what is displayed about your site. |