The new features on Google might be popular with regular internet users, but for website owners and content creators, these aspects are mostly a nightmare. They render a crucial element of the ranking system irrelevant by providing snippets of answers without necessitating anyone clicking on a link. It’s impossible to build up the ranking of a website under such conditions–or at least, it feels that way. The truth is, getting around these new features is just another challenge to overcome on the path to success. It’s no more impossible than any other problem faced by website owners.

If you want to get those click-through rates up through the roof, then your website needs to stand out. It has to do more than merely be relevant, more than just provide answers. It has to generate attention and encourage interest beyond the average. That’s where the research comes in.

Many different studies have been done to see what types of words or phrases generate the most interest in the average individual. This research allows for websites to encourage more organic traffic and higher click-through rates by appropriately advertising their content to the world. The more accurate the descriptors, the more satisfied the user. That means a better search engine listing for said website and more, functional organic traffic.

One way of accessing crucial words and phrases that have been backed up by research without using other time-consuming and expensive methods is to utilize AdWords ads that appear for similar listings; here’s why:

Adwords ads are designed to generate appeal and create interest in ways that are backed by research studies. By using AdWords ads oriented toward specific keywords, websites can ensure more organic traffic. AdWords, based on terms and phrases proven to intrigue people, when placed in the title and the description of a link, is a great way to ensure more traffic to a site with little to no effort. For example, if an AdWords ad related to a specific keyword says things like “increase” or “grow,” those exact words will improve results.

Sometimes, though, the AdWords ads for specific key terms do not show any useful information. Perhaps the words and phrases that appear have already been incorporated into the description and title. Whatever the case may be, websites occasionally need a different set of terms to pick from to garner more attention and improve click-through rates. Such words and phrases are often referred to as “power words,” because they resonate mentally and emotionally with the user. Words like “simple,” “easy,” and “quick,” all generate interest naturally by appealing to a subconscious need for timeliness and punctuality. The less complicated something is, the less time it will take to accomplish. Power words like “step by step” or “right now” show that phrasing is critical for success. A website offering a “simple step by step solution” will garner a significant amount of traffic, while another website with similar content offering an “answer to convoluted problems” won’t. Suggesting that a user can find the answers they seek “right now” or “today” is an easy way to reel them in.

The diction of a website is all the more critical today. With more and more stipulations placed on search engine results, the average website cannot get by without linguistic effort. Through the simple use of dynamic phrasing, any site can generate organic traffic and improve their ranking with higher click-through rates.