Stream News & Views

24 Jul 2020
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Order your towbars online
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24 Mar 2020
Covid19 Update - We're open for business
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Is voice search a thing to consider in my SEO strategy?
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27 Feb 2020
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22 Nov 2019
Better bounce rates
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15 Nov 2019
World cup game adds magic to successful 2019 tournament
For New Zealanders the 2019 Rugby World Cup in Japan didn't exactly live up to their expectations with the All Blacks eventually finishing 3rd...
08 Aug 2019
Association membership platform costs, what to look out for?
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06 Aug 2019
Simple and affordable fantasy rugby games for your business
Play a simple 'Pick the Score' fantasy rugby game that your customers, staff and suppliers will love. Make it your own by re-skinning it with your...
01 Aug 2019
Unsolicited Electronic Messages Act 2007
The Unsolicited Electronic Messages Act 2007 prohibits the sending of spam with a New Zealand link (i.e. messages sent to, from, or within New...
15 May 2019
Do your SERPs make sense?
Probably the single most important thing that your website must achieve is being found by a search engine, without that your site and content are...
27 Mar 2019
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20 Nov 2018
Going for Gold at the Masters Games
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14 Nov 2018
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29 Aug 2018
Membership application is a breeze
We've created a quick 4 step wizard that makes member applications online a whole lot simpler
27 Aug 2018
Trade show POS app saves time & improves customer experience
A customer had a requirement to sell product at a trade show. We created a point of sale system that allowed them to scan a product supermarket style
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Dental EXPO 2018
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23 Aug 2018
We've partnered with The Performance Team to improve our performance
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16 Apr 2018
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Over time people slowly filter out into the internet a vast amount of information about themselves. The recent Cambridge Analytic/Facebook Scandal...

Do your SERPs make sense?

15 May 2019

So what is a SERP?

Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a searcher. Basically a keyword search result.

We’ve all seen these, a page of text blocks that list down the page, usually Google does a pretty good job of RANKING them for you, placing the most relevant ones near the top.

Near the top, that’s where everyone wants to be, so getting somewhere ‘up there’ is the main goal at hand. To do this we must stick to a few tried and true conventions to even be in the game.

Here are the 3 things that we must get right:

  1. A meaningful Title (Meta Title)
    This appears as the main title and is a clickable link using less than 70 characters

  2. A sensible URL or site name
    Usually your company name and sometimes followed by a ‘/‘ then a page name

  3. Meta Description
    Contains a succinct keyword rich description using less than 160 characters

These can all be updated via the streamSWEET CMS admin of your website and can be tweaked and tested against popular keywords or phrases on a regular basis.

Look at these examples, you can see straight away, which ones work and which ones don’t. I used the search term "Panelbeater Auckland".

Example SERP 1

SERPS Example 1

Meta Title
Good descriptive title that tells me what they do and includes their company name.

Name matches the link and supports their brand.

Meta Description
Description gives me their general location and several important services that they offer:

  • Free courtesy car
  • Major collision repair
  • Certified structural repairs

Most importantly, my keywords are included Auckland and panel beater. Could be improved by utilising the character count a bit better, there are a lot of spaces and dots/fullstops?

Example SERP 2

SERPS Example 2

Meta Title
Just a pass mark here, at least the company name is prominent.

Name matches the link and supports their brand.

Meta Description
Location is a strong point but some words are repeated which is a waste of the 160 characters available.

  • Panel beating
  • Spray Painting
  • Body Kits

Most importantly, my keywords are included Auckland and panel beater.

Example SERP 3

SERPS Example 3

Meta Title
Company name is there but very little else.

Poor URL which contains a bunch of garbled letters which don’t make sense.

Meta Description
Not good at all, it’s unlikely that anyone would want to click on this SERP. Compared to the other two results, searchers will find this one hard to trust.



So with some very basic information we can make a huge difference to the experience of the searcher, we can at least give them the right information to sway their decision to click or tap. Of course this is only just scratching the surface of SEO, we must also get all of the other ingredients right on the page for it to even have an effect.


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