Suddenly, Looks Matter

Improve Your Graphics - If you are still using freebie clip art on your website, it's time to upgrade your graphics! Using photos and/or professional graphics can make your site look more sophisticated and credible, especially in the smaller Preview image.

Use Large-Fonts for Headers - For headers and sub-headers, be sure to use a web-standard font (such as Arial or Verdana) that renders correctly in all browsers. Also, use a font size that is large enough to be read in the Instant Preview window. Try to write catchy, attention-grabbing headlines that capture attention and entice searchers to click on your site.

Layout Information in sections or columns - In Google's Instant Preview, your page layout has to look useful, readable, and attractive. Try to break up the page layout with graphics, sidebars, info boxes, or call-out quotations, rather than using margin-to-margin text. Text-heavy pages without a good layout can look overwhelming - especially in the small Instant Preview image.

Use an Integrated Approach - In addition to organic search results (non-paid), Google also has specific search results categories for images, videos, news, shopping, books, Places, blogs, real-time results (social), and discussions. Be sure to optimize your other marketing efforts (e.g., video, blog, social, etc.) so you can be found in these additional search categories as well. The more you show up in Google's results, the better your chances of getting clicks and new traffic to your site.