I often see parentheses added to titles on large classified information websites such as 58.com and Ganji. At first, I always thought that adding parentheses was just to increase the click-through rate of users. Why do I say this? Analysis from the perspective of user experience (Of course, except for users like us who specialize in SEO optimization, they may not choose this way):
1. It is relatively intuitive. For example, ordinary users enter Baidu to search for the information they want. Of course, they will enter relevant keywords. For example, when searching for the word "KFC Coupon", you can see the following screenshot:
When you are an ordinary user, which one would you choose? I think many users do not choose the one with the higher ranking above, but choose the one with brackets below! This is more intuitive and attracts users' attention to click on it, thus bringing about More traffic than expected. This is just a small experience that captures the hearts of some users. It may not be successful for all users. After all, users are not robots. They have their own experiences. If you enter it for the first time, it will not feel the same. The information he wants will not be clicked again after the second, third or more times.
Why do I say that adding parentheses to the title will affect search engine rankings? I found this out yesterday when I was sorting out keywords in the Yellow Pages. However, this is just a guess and cannot be completely correct. If you like it, I will write it down and share it with everyone. At the same time, I hope that more qualified friends can prove or overturn this conjecture with practical data. Specifically, look at the following keyword search:
2. If you search for the word "Beijing packaging" in the Yellow Pages, you will find the following screenshot:
Display the number of included results: Baidu searched and found about 1,520,000 related web pages, but no ranking was found within the first 10 pages.
Let’s take a look at the screenshot below of another search result of mine:
Display the number of search results: Search Baidu and find about 1,310,000 related web pages, ranking first (excluding bidding links)
Don’t you know that you have discovered a problem? Look at the number of included pages. In the first case, there are 1,520,000 articles, and in the latter case, 1,310,000 articles. The number is not very large, but there is such a big difference in the rankings. The latter uses brackets. As a keyword search, of course, ordinary users will not use brackets plus keywords to search for information. Here I just did a small experiment and searched like this, but it is not difficult to see that search engines still use brackets as keywords. In one type of word segmentation, the brackets are regarded as long-tail keywords for word segmentation ranking. So I think adding parentheses can increase the user's first click, but it is not necessarily friendly to search engines.
It is recommended that when you use titles like brackets, you must pay attention to whether your content can retain users, so you need to analyze it from the perspective of user experience. Just make use of the content and I think you will be successful.
Author Xu Qian SEO blog: www.hongren.org