RoadMap Search Engine Optimization

 











 

Good Description Content For Search Engine Marketing

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 descriptive text here.">

The above tag, like all META tags, would appear within the <HEAD> section of your page.

Use "Clicking Triggers" in your Meta Descriptions. Consider using your keyword phrase mixed with a "reason to click" or a "clicking trigger" in your title and/or description tag. Many of the reasons why people will buy a product are also "clicking triggers." A "clicking trigger" in other words, is a reason why people will click on your search results over others. Here are 14 reasons or clicking triggers why people will choose your search results over others:

  1. People will click to save money
     
  2. People will click to make money
     
  3. People will click if it saves them time
     
  4. People will click to make life easier
     
  5. People will click if it improves their safety
     
  6. People will click on a specific brand
     
  7. People will click to educate themselves
     
  8. People will click to improve health
     
  9. People will click to settle their fears
     
  10. People will click to have fun
     
  11. People will click to satisfy curiosity
     
  12. People will click to streamline processes
     
  13. People will click to prove they were right
     
  14. People will click to improve their image

Think about how you can use your targeted keyword phrase within the title tag and/or description along with one of these ideas to create a stronger reason why people will click on your search results over others. Be sure the page they land on contains quality content that satisfies the trigger and meets the customers' needs with some aspect of your business or service or by simply offering a good article on the topic. Note: These ideas work equally well when creating titles and descriptions for pay-per-click ads.

Which of the following two search engine placement results is more appealing to you?

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. The description is difficult to read and is simply a listing of keywords or keyword phrases. Plus, the word "mortgage" is used far too many times.

Instead, look at another site description that has the potential to rank high, and see which site you would be more likely to visit:

Mortgage Applications Approved Overnight!! - 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" three times. 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.

How to Write a Compelling Description:

The direct response industry, which consists of those companies that make infomercials and run classified ads in papers across the country, has studied and mastered the art of writing headlines. What they learned is that headlines are most effective when they accomplish four 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; and,

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, might read:

"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.

Have you ever heard this popular saying 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 is very attractive)

Be careful, because you don't want to offend anyone's intelligence. 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 either.

This direct response model does not apply universally in its purist form as many Web sites are not selling things directly but are informational in nature. 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'll lose that prospect who just passed over your site.

 

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Hot Tip
 Make Sure your website design  is easy to use and contains valuable content for your visitors. Always include more then one opportunity for you visitors to purchase

Search Engine Placement is only as good as your content. .
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