SEO Tip #30: Should I tweak my titles and descriptions to improve my CTR
Matt Cutts: You want to think about rankings and then you want to think about maximizing your click through, which means making your title and your snippet very, very compelling. Not deceptive but something that invites users to click on it because they know they’ll find what they want.
Then you want to think about conversion rates and you want to get good ROI. So title and description tags absolutely can increase your organic click-through rates. Try to optimize for that because it doesn’t really matter how often you show up.
It matters how often you get clicked-on and then how often you take those clicked on visits and convert those to whatever you really want, sales, purchases or whatever it is you are trying to optimize for. So I wouldn’t think of it in terms of, “Oh yeah I get more visitors and it helps me in terms of personalize search.” Just think about it in terms of I get more visitors and they can work better.
So do spend some time looking at your title, looking at your URL, looking at your snippet that Google generates and see if you can find ways to improve that and make it better for users because then they’re more likely to click. You’ll get more visitors; you’ll get better return on your investments.