2.4 META Description
The text found in the META Description
tag will be displayed to the user in the search results for
many engines. Therefore, it pays to craft a good description
so that you not only rank well, but so people will actually
click on your link once they see it.
Example of a META Description tag:
<META name="description" content="Place
paragraph text here.">
The above tag would appear within the <HEAD> area.
How to Write a Compelling Description:
The following title and description may get you a high ranking
for a keyword search on the word "mortgage":
! AAA Mortgage banking, the Mortgage money lenders
- Mortgage, lenders, money, mortgages, mortgage money, mortgage
loans, home equity loans, mortgage money,
What it says, however, is unappealing. Instead, look at another
site description, that would also be ranked high, and see
which site you would be more likely to visit:
Mortgage Applications Approved Overnight!! - Mortgages
and mortgage financing techniques that the larger banks just
can't offer. Learn the 8 important things to include on your
application so that your mortgage can be approved in 24 hours,
even if you have poor credit.
The listing above has the word "mortgage" as the
first word of the title, the first word of the description
and repeats the word "mortgage" 4 times. The difference
is that this description is compelling, solves a problem and
offers "8 important things" or pieces of information
that could be valuable to consumers who visit the site.
The direct response business, you know, those companies that
make infomercials and run classified ads in papers across
the country, have studied and mastered the art of writing
headlines. What they learned is that headlines are most effective
when they accomplish 4 things:
1. Solve a problem
2. Solve that problem quickly
3. Solve that problem for what appears to be a small or reasonable
amount of money
4. Make the reader curious to learn more...
With that in mind, the following headline is acceptable, but
not as effective as it could be:
"I can help you to get out of debt and get a good credit
rating - I've done it for others I can do it for you!"
A better approach, and, a headline that usually draws more
inquiries reads:
"Correct your bad credit in under a week for less than
$49!"
It solves a problem, does so quickly and shows how much money
is involved. People relate to this appeal because it has a
fundamental basis. Remember the many adages about goal setting,
"A goal without a deadline is a wish!" Or, how about
what they teach you in business school about proposal writing,
"Never offer a plan that does not include both time and
money."
The direct response model is effective because it addresses
these things, especially time and money. Think about this
when writing your page description and title before you submit
them to the search engines. Ask yourself:
- Is my headline compelling?
- Is it interesting?
- Will it make someone curious to learn more?
- Would I read it and want to visit the site?
- Does it include time and money?
- Does it solve a problem?
- Does it suggest that it solves that problem
quickly?
- Does it show a price? (only emphasize the
price if yours if very attractive)<
Be careful, you don't want to offend anyone's intelligence
and many direct marketers write headlines that underestimate
readers. Read it yourself and make a determination if you
would find the title interesting if you don't, others won't.
This direct response model does not apply universally in its
purist form as many web sites are not selling things directly
or are informational in nature or support what ad execs would
call image advertising. However, do not overlook the fundamental
truth:
Being first in the search engines is great!
Being first and compelling is better.
Your listing in the search engine should be compelling. If
the description of the site right below yours is more compelling,
you lose that prospect just passed over your site.
The Summary report in WebPosition shows each position along
with your page's summary description. Many people only concern
themselves with their position number. Remember, that is only
half the battle!
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