|
||||||
|
|
|
||||
|
|
|
The body description you enter in the Page Generator will be used both for the <BODY> tag area of the page, and the META Description tag for the page. 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 How to Write a Compelling Body Description: The following title and description may get you a high ranking for a keyword search on the word "mortgage":
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:
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:
With that in mind, the following headline is acceptable, but not as effective as it could be:
A better approach, and, a headline that usually draws more inquiries reads:
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:
Be careful, you don't want to offend anyone's intelligence – and many direct marketers write headlines that underestimate readers. Read it yourself and determine if you 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:
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 that we send as part of our one of our web promotion services 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! Give us a call!
|
|
|
||
|
|
|
|||||
|
|
|
Disclaimer: This media is distributed with the understanding that the information
presented is from various sources, from which there can be no warranty or responsibility
by Cocoa Village Publishing, Inc. as to the legality, completeness and accuracy, except when otherwise
stated in writing. Rights to information herein remain the property of their respective owners
and may not be reproduced without appropriate authorization.
Copyright © 2005 Cocoa Village Publishing, P.O.Box 218, Cocoa FL 32923 USA
|
|
|
||
