The descriptions search engines offer when displayingsearch results are generally retrieved from twosources:a) the displayed page's title tag;b) the displayed page's description meta tag or, in defaul... The descriptions search engines offer when displayingsearch results are generally retrieved from twosources:a) the displayed page's title tag;b) the displayed page's description meta tag or, in default of same, the first characters of the page's body text; the number of characters displayed is limited, with some engines picking up a maximum of 150 characters, other offering slightly more;c) the displayed page's keywords meta tag - while this meta tag's content will not be excerpted for the displayed text's description proper, it is one of several factors determining which search results are displayed at all and in which order (ranking). (Note that this is a generalization - some, though few, search engines refuse to take into account any meta tags. Obviously, different rules apply in their case.)Both a), b) and c) should relate to the specificpage's content, not the web site's or its corporateowner's overall theme! That is why they are placedindividually in each page's header in the firstplace.There is a popular misconception amongst webmarketeers regarding search engine positioningmechanics, namely that web page meta tags and titlesare to be employed as instruments of branding.However, if true at all, this would typically applyexclusively to a web site's main or index page.One of the metaphors commonly used in propagating thiserroneous marketing policy is that of the "businesscard".While it is true that a search result functions as asite's public representation it must also be notedthat this should always relate to the specific pagedisplayed: anything else may legitimately be deemeddiversionary tactics, meaning that the page could bepenalized for "spamming". (Yes, the respective searchengines' definition of "spam" varies widely and is allbut consistent. Also, in several cases it notablylacks a consistent logical basis, but that is not thetopic at discussion here.)This aside, it should be remembered that it will beboth, a page's title and its description which willinduce a searcher to actually click on the link andvisit the site.Hence, a page's description as displayed in searchresults is more akin to a product precis or summarythan a general corporate business card and should beconstrued that way.A unified approach, presenting one and the samepromotional text on each and every page displayedby the search engines, while seemingly making sensefrom the corporate image point of view, actuallyconstitutes a severe and unnecessary self-restriction,effectively hampering the overall online marketingefforts.A practical example-------------------Let's assume that you are running a used cardealership with an online presence (web site).Your company's name is "Honest John Autos Inc."and your main corporate marketing slogan which madeyou famous all over your home town is "Used CarsGalore: The Fairest - The Squarest - The Best!(TM)"You offer a fairly extensive variety of used carsin your products palette, ranging from farmers pickuptrucks to vintage American autos, foreign luxury andsports cars, etc.Your web site has some 150 pages, all of which youwill submit to the search engines for indexing.The pages are well focused and carry specific titles, e.g.:- "50s Chevvy Beauties"- "As good as new - Oldsmobile special offers"- "Luxury finally made affordable - the Porsche Paradise"- "Agro Cars - the Pickup Center"etc.Now if you insist on putting your "Used CarsGalore: The Fairest - The Squarest - The Best!(TM)"slogan in every page's description tag, all you willbe able to rely on to pull visitors to your site isyour page title. But while it may appear to you thatthe slogan is a nice marketing reinforcement of thepage title "Agro Cars - the Pickup Center", fact isthat you might as well qualify the title message witha specific description which is a lot more to thepoint in relation to the title - and to the surfer'soriginal request.Hence, you might wish to describe your Agro Cars pagein a more focused manner, e.g.:-----------------------------------------------------"California's largest selection of second handagricultural pickup trucks - excellent condition, andno-questions asked 30 days full refund guarantee!"-----------------------------------------------------(150 chars.), or similar.This will usually be a far stronger incitement tovisit your page if the web surfer is actually aserious buyer-to-be. It will also help pre-qualifyyour web site traffic by eliminating visitors notresident in California or perhaps not interested inbuying a pickup in another state than their own.And there are even more advantages: the page will behighly topical from the search engines' point of view,which will normally improve its ranking considerably.Since the page description will be indexed along withthe keywords meta tag and the body text, you willincrease your overall search engine coverage andenhance the possibility of your page being found undersearch phrase combinations you may not specificallyhave optimized it for. (You can't do them all, andsome phrases and keyword combinations are so unlikelyor even contorted, it's highly probable you won't beable to think of every possibility in advance.)Thus, while you may be targeting the keywords orsearch phrases "used cars", "second hand cars" and"pickups", the example above may also give your pagea good ranking for combinations such as "+used+pickups +guarantee" or "pickups California", etc.Compare this to the limited scope of your "Used CarsGalore: The Fairest - The Squarest - The Best!(TM)"slogan!So what about branding and sloganizing, then?---------------------------------------------Don't confuse the media you are working with!And, of course, determine what your web site isreally about: do you actually want to sell productsand services online or, at the very least, drawbuyers to your brick-and-mortar sales rooms? In thatcase you should proceed as suggested above, leveragingthe possibilities offered by keeping your page tagsflexible and focused.But even if branding (without actually targetingonline sales) is all you care about, your web sitewill still require some enticement to motivate peopleto visit it.You might offer some regular sports or bettingresults, feature some online games, organize asweepstake, etc. These, too, will require focused andwell described web pages, else no one will come andcheck them out. (Nobody will visit CocaCola's web sitemerely for the heck of it or to imbibe their onlinepromo, unless they offer some entertainment and a prizeof sorts to do so.)So there are some generic limits to conventionalbranding on the web, and you will be well advised toheed them. Search engines aren't the best medium totry for it: you may sink a lot of money into the wrongcorner of the marketplace that way.You may, however, push your branding considerably byother activities than search engine optimization:press releases, newsgroup participation, banner ads,reciprocal links, online reviews, free trialdownloads, client testimonials, etc.If you're interested in a professional, high qualitymarketing package tailor made to your specificrequirements, we suggest you check out our strategicpartners at California based Wolfblast InteractiveInc., - you won't getbetter value for your money anywhere!Remember that search engines are supposed to be usertools, not mere brain dead corporate billboards! Ifyou want to make your mark and increase your(preferably pre-qualified) search engine traffic, makesure to service the user first: this will in fact turnout to be the best investment in your search enginefocused online marketing.Users will appreciate it if your search enginerankings prove to be relevant, informative andtruthful. Just like you, they don't like wastingtheir time on confusing, misleading or nondescriptsearch results.And lots of studies have shown that search engineoptimization is actually the most cost-effectivemarketing activity of all. It is bound to give you amuch bigger bang per buck for the simple reason thatit's a fairly lasting effect (at least, by internetstandards it is): Many of our clients are stillprofiting today from search engine positioning work wedid for them 10+ months ago - no banner ad campaign canbeat that, not in absolute terms and certainly not forthat sort of money.Search engines:"Play them right, and they will feed you.Play them wrong, and they will eat you." Article Tags: Search Engine, Search Engines, Displayed Page's, Page's Description, Used Carsgalore, Agro Cars Source: Free Articles from ArticlesFactory.com .
Top blog stories
A review of Idmobile.com
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
AO.co is a trusted expert in TVs, washing machines, clothes dryers and other household appliances. AO.com is one of the largest retailers in the UK and it specializes in electronics, clothes and home furniture.
At Three, we believe phones are good. They just make life better. Easier. And more fun. But
we all need to find a balance that works for us. Our mission is to help our customers use
their phones to live their best lives.
We make your life easier
Since 1992, we’ve been helping customers get the best deal on their dream phone. We firmly believe in giving you the highest quality, for the lowest price. That’s why we work with three of the UK’s leading networks to do all the haggling for you,...
At Halfords, we're all about the journey. With more than 700 stores with over 10,000 colleagues, we're the UK's leading retailer of automotive and cycling products. We are also the leading operator in MOT, tyres, car servicing and car repairs - pleasing more than 750,000 customers every year.
It's important to us that everyone gets great customer service and can enjoy our products, no matter their level of sight. So, if you're blind, partially sighted or struggle to see or read the screen, we’ve a range of features to help you get the most from our products and...
Look iconic, without the hassle— using Nasty Gal discount codes, you can shop your favorite pieces for way less by simply entering one of our promotional codes (of your choice) at the checkout. From delivery offers, to promo deals, we keep ‘em coming, so you always have the offer you...
The Covid-19 has caused the school and universities to shut down around the world creating a major issue in Learning and Education. As this virus spreads through the interaction and if social distanci... The Covid-19 has caused the school and universities to shut down around the world creating a major...
Why its Important to Manage Your Holiday Calendars?
A printable calendar 2021 is a prominent online platform where you download printable calendars of your choice. These calendars can be customized as per our client requirement with photo, text, logo, or any other image. If you are thinking of planning a dream vacation tour with family and kids but...
The world hasn’t forgotten the Superiority of the German People theory adopted by Hitler and resulting in massive destruction represented in the killing of millions of people and the destruction... The world hasn’t forgotten the Superiority of the German People theory adopted by Hitler and resulting in massive destruction represented...
Emmaneul Macron, the youngest president in French history and the youngest French head of state since Napoleon, has said: ‘In the absence of a legal framework, they (EU member states) could rapi... Emmaneul Macron, the youngest president in French history and the youngest French head of state since Napoleon, has...
1-The dictator believes that all his opinions are always right. 2-The dictator believes that he is the embodiment of the country. Any kind of opposition against him is considered a crime against the ... 1-The dictator believes that all his opinions are always right. 2-The dictator believes that he is...
We know the importance of getting our dogs groomed. But not all of us can actually afford the grooming of our dogs luxury pet centre. We know the importance of getting our dogs groomed. But not all of us can actually afford the grooming of our dogs luxury pet centre....
You need to travel, or you are traveling frequently. What are you doing with your pets or your beloved dog? You can’t take your dog with you when you are traveling. You need to travel, or you are traveling frequently. What are you doing with your pets or your beloved...
This article teaches you how to train a dog at home. You can toilet train her at home. You can also train her in removing unwanted behaviours and many exciting tricks. You can train a dog anywhere. So, how can I train a dog at home ? In fact, most...
Having a dog is great but comes with a lot of responsibilities, just like having any other pet. The main responsibility is grooming the dog regularly, something that some people still question the importance of it. If you have been wondering whether you should be grooming your dog, then below...
Neutering (also known as castration) and spaying are the common term used to describe the surgical procedure during which both testicles (in males) and uterus and its parts (in females) are removed in order to sterilize (make infertile) a male and female dog respectively. At Pet Prime Veterinary Clinic (Dog...
You may have noticed cases of your dog suddenly showing signs of aggression or rather becoming aggressive and threatening to bite. Such nasty behaviours and signs of aggression by your dog may be frustrating Well, if you have no idea why your dog gets aggressive all over a sudden and...
The loyal nature of dogs makes them the perfect pets, whether you have a family or not. However, most of the time, people rush into adopting pets only to end up being overwhelmed with the responsibilities, which are physical, emotional, and psychological. If you have been considering adopting a pooch,...
Search topic
Things You Need to Consider Before Adopting a Dog
The loyal nature of dogs makes them the perfect pets, whether you have a family or not. However, most of the time, people rush into adopting pets only to end up being overwhelmed with the responsibilities, which are physical, emotional, and psychological. If you have been considering adopting a pooch,...