… to improve your ranking on Google. But what you can control is the text which is shown to the user. Top-ranking at Google is only one step for increasing the user’s attention for your own website.

How it works:

  1. The user starts a request at Google.
  2. Then the user scans the results in the list from top to bottom.
  3. He clicks the first result which is matching with his expectation regarding to the content.

So the displayed text, the headline and the description are essential! Also other information which is additionally shown by Google, should not be neglected.

After sending the request Google shows results which it rates as relevant. One of the results for example: “Used lathes”. It depends largely upon the user’s mind, when he is looking for “used lathes”.

Another representation for this search result completely leaves a different impression. Title, description, structures and accentiation with special characters will have an influence for click rates.

Subdirectories are helpful as well. Indicate the main categories and sub categories of your website clearly for Google. Especially users who are exactly looking for your brand, get a direct entry to their preferred part of your website. By the way the extended displaying generates attention and increases the click rate of course.

Google offers with its Webmastertools an area for publishing your own structure of special product data. So this improves searching through and displaying the search results. In that way Google learns about manufacturer, product, the place of the product image, prices and product reviews.

The following image shows a search result where the rating is included to the display. A study of econsultancy tells that only this detail increases the click rate about 10 % and more.

An extensive optimization of your website is a lot of work and expensive for sure. That can be replaced, but SHOULD at least be upgraded with listing on high ranking search portals. Users and Google will notice that as positive. That strengthens brand building and attention for your product.


We are experienced e-commerce professionals, passioned in mechanical engineering. Digitalization means change for every industry. This fact creates winners and losers. We’d love to see our clients and partners as winners – that’s all!

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