Google has recently filed for a patent where part of the ranking calculation is made up by the click through rate of web pages that have previously been listed for that search. See here for in-depth details.
This means that if your site appears on the first page for "cheap MP3 players" below Amazon.co.uk but receives a higher rate of clicks for that keyword then there is a chance your site could start showing above theirs.
Search engine optimisation and in-bound link building could now only the first half of the battle when it comes to winning the search engine war. If people aren't clicking your listing then you may start slipping back down the results.
How do you combat this? Strong calls to action.
The search results show three things that you have control over: your page title, your meta description and your URL. Make them really work for you.
Page title - Along with making sure your main keywords are in here try adding a sales message that will help people click through, e.g. "Cheap MP3 Players. Huge selection of low price MP3 players."
Meta Description – This is where you should see a big difference. In the meta description you have up to 160 displayed characters, so can create a couple of really strong sentences that will entice searchers towards your site. Make sure you include the keywords a couple of times too. e.g. "Cheap MP3 players. Full range of MP3 players from iPods to Zens. Cheapest price guarantee plus FREE shipping."
URL - If you have search engine friendly URLs then make sure the keywords show, as this increases click through rates. e.g. www.example.com/cheap-mp3-players
This just goes to show that you never know what's next in the world of search engine marketing. Many search engine optimisation companies and webmasters have ignored meta desciptions for years, writing them off as 'old-hat' and of no real value. With this update though, spending time on your meta data will once again be a fundamental part of online marketing.
Some search engine marketers are already reporting changes in the ranking of their sites since the recent Google update, with many suspecting historic click through rates already playing a part.