Don’t Overlook These 2 Lines of Copy
In the past, the second line in the search results was pulled from the meta description. These too could be created based on a formula and generated dynamically. Enter the land of the rich snippet – the description on steroids, if you will. Through structured data, site owners can now enhance what is shown in the snippet – the little piece of data that gives the searcher information about the page. This is in addition to the plain old description. Today, even if you are using the rich-snippet option, you cannot overlook the description, or worse yet leave it out, or the error of your ways will be shown to you in the WMT. You will be dinged.
Now, here comes the big finish, Google is currently measuring and demoting pages that perform poorly in either click through rates from the search results or have high bounce rates. That is to say, if the searcher does not find the search result compelling enough to click on it, or clicks on it and then finds that the page does not provide the desired information, you will be demoted sooner or later. Lots of effort goes into creating compelling page content, but unless the simple title and description provide a compelling package, the page will not rank well in the search results. In golfing terms, this is akin to driving the ball 250 plus yards and then not being able to chip or putt. Your title should clearly contain the most searched keywords for the page. Then, the description must include a clear call to action. Some retailers are now including wording similar to their PPC listings indicating they offer free shipping and similar customer incentives. If you are still using a tired formula for generating your meta information, you may very well be detracting from you site’s results. Take a look, now is the time to review your most basic search marketing elements, for they provide the firm foundation needed for top performance.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.