Here’s an article which backs up something I’d been fairly sure about for quite a while. According to Improve click-throughs with the right URL names on Industrial Search Engine Marketing, the actual URL (the web page address) in Google results (the bit in green) is becoming more important. I agree. If I type in “widget review” into Google, I know that 9 out of 10 results which come up are not going to be reviews of widgets, but shopping sites selling widgets which have managed to score well for the term “widget review” without having any decent reviews. I’m sure you’ve seen the same thing. So I then scan down the URLs to see the site names, and if one of them is “www.widget-world-magazine.com” or something similar, that’s the one I click.
This becomes a habit after a while, even when it’s not strictly necessary. So what do we take away from this? If your system allows you to give your web pages decent names, use that capability. If you’re reading this page on the web, look at the URL (or if you’re reading my email, click here). The URL is in the “address bar” at the top of your browser window. If you glanced at that in a set of Google results, it would be a lot more clickable than some long string of random numbers, wouldn’t it?