You’re searching for something on Google, let’s say a guide for your tax self-assessment.
So, you type “tax guide for self-employed consultants” into the search bar and then click on the first suitable headline on the Google Search Engine Results Page (SERP).
You quickly skim through the copy, paying attention to subheadings and some keywords you think describe best what you need.
If you couldn’t find the right words for yourself, you’ll close the page – within seconds.
Back to the SERPs and the next search result that catches your eye is clicked on. And you start scanning this one.
Something is different here.
A clear headline and keywords that you already have in mind are immediately evident. You are slowing down a bit.
You can identify with the images. A positive feeling.
Subheadings containing exactly the questions you’re asking yourself. Bingo.
Some textlines are easy to read and understand, familiar words are being used. You can relax now.
Everything is accessible on your mobile screen. So no problem to spend some time on this website.
What do you do now?
Correct, you’ll read all the copy, yes you actually read a website, and you might even buy something.
This means the second website was optimised, the first one wasn’t.
Even the meta description that was shown on the Google results page and which made you click to get to your new favourite source of information for tax self-assessments.