Meta tags as a means of attracting the attention of the surfer - Profit Hunter

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The other day Aaron Walla’s blog has a very detailed and informative manual for writing titles and meta descriptions. I think it will be interesting for you to know what one of the leading seochniki of burzhunet thinks about this.

But first, a couple of news:

  1. The plugin Internal Link Building has been updated. According to the author, the bug with putting the link in the alt-tag is eliminated (please, everyone who got this bug out, test the new version and unsubscribe in the comments). The author also thanks the Russian optimizers for their participation in the development of the plugin 🙂
  2. The MySpace advertising network has been launched. Judging by the first impressions of those who are actively working with PPC, the network is still very raw: the ads are moderated for a long time, the traffic on them is weak, the minimum bid is $ 0. 25. But there is targeting by age, place of residence and other demographic characteristics. In general, if you work with PPC, pay attention to this event.

Now by sabzh.

In this article, Peter da Vanzo (one of the co-authors of the blog) touches upon the aspect of using titles and meta descriptions to attract live traffic (using them to rank in search engines is a well-known and long-battered topic).

The importance of the headers

If we throw aside the seo aspect, the titles are important to us because they are displayed on the page of the issue (and sometimes in bold).

As a rule, search engines provide pages for users with requests up to 20 links. And all these links are fighting for the attention of the surfer. Your task is to pay attention to the surfer the title of your site and make it click on it. In most cases, this can be achieved by promoting the site in the very issue. However, a well-chosen title will significantly increase your chances, even if your site is not lucky enough to get into the top three.

Optimum header size

According to W3C standards, the length of the header should not exceed 64 characters.

Some SEOs believe that the title should be packed with keywords, and do not pay attention to its length. Others try to make it shorter, because they believe that the more words in the headline, the less importance each of them is for search engines separately and less likely that Google will cut the headline in the wrong place.

Since the ranking of the site depends not only (and not so much) on the length of the title, Peter prefers not to bother with the number of characters in the headers, and to pay more attention to their relevance to the business goals of the website.

Achievements of competitors and how they can be used for their own purposes

Those who work with AdWords often use this technique: they take the most successful ads in paid issuance and create their own in their image and likeness . Peter advises to use this method for sites in the free issue. Launch an advertising campaign, test headlines and advertising texts, highlight the options that users pay most attention to and which give a good conversion, and transfer the tests to the title and meta-description of the site.

As an option, you can alternate site titles and individual pages using a special script. You can read about it here.

The ideal length of the meta description.

The standard for description is a length of 160 characters. But according to Peter, the meta description does not matter so much to rank the site to sacrifice a description that will reflect the goals and priorities of the site and, accordingly, attract targeted traffic to suit individual keywords and adherence to standards.

Examples of titles and meta descriptions

This is how the site should look like in the output:

Meta tags as a means of attracting the attention of the surfer - Profit Hunter

Everything is clear and understandable. In addition, the phrase "to increase ...” interests the surfer and encourages him to click on the link.

But you should not do this:

Meta tags as a means of attracting the attention of the surfer - Profit Hunter

Word set.

In some cases, when Google doesn’t find a meta description on the page or considers it to be inappropriate, it can use the site description with DMOZ. To avoid this, use the following meta tag:

. META NAME = ”ROBOTS” CONTENT = ”NOODP”.

What does the surfer want?

In order to correctly compose the title and description, you need to know what the surfer who drives this or another query in the Google search window.

Often about the The user’s request tells you the request. For example, it’s easy to guess what the person who is looking for information for the request “Buy X Online Overnight Delivery” wants. But in most cases, not everything is so simple.

According to PennState University, search queries are divided in the following ratio:

  • information requests - 80%
  • navigation requests - 10%
  • commercial requests - 10%

where:

  • requests for information are requests whose purpose is to obtain certain data for decision-making in the future or simply to satisfy curiosity;
  • navigation requests - requests for specific URLs;
  • commercial requests - requests followed by subscription, purchase, transaction, etc. .

The main types of queries can be divided into subcategories:

  • Exact : specific requests of the type “domain name registration.”
  • Blurred : requests are all about everything like "80s songs".
  • List of possible options : search for things (cases) to choose the type of “what to buy for a birthday.”
  • Search : search for a place where You can purchase goods offline, such as "Samsung SGH-U300 phone".
  • Tips : tips, ideas, manuals, instructions, etc., such as “how to chop carrots for soup.”
  • Navigation for the purpose of buying : The URL that the surfer enters leads to a commercial website such as match.com,
  • Navigation for information : The URL that the surfer enters leads to an information website like google.com.
  • Acquisition : the request indicates that the user is looking for something in order to obtain this something, an example, “lyrics”.
  • Download : search for a file to download, for example, “mp3 download”.
  • Search for an answer on the page output : when the user enters such a request, he expects to get the necessary information already on the issuing page and is not going to click on the sites.
  • Interaction : the surfer’s goal is to do something on the resource that he will find through the search. requests like “buy an alarm clock”.

These subcategories can be classified as follows:

  • Closed : the request affects one topic and does not imply other answer options, for example, "9 judges of the Supreme ships ”.
  • Open : a request may affect two or more topics, such as“ insect excretory systems ”.
  • Online : a resource (the answer) can be obtained online, for example, “what to do in Hollywood.”
  • Offline : a resource (the answer) can be obtained offline and its receipt may require additional user actions, for example, “the layout of the seats in the cabin”.
  • Free : the download file is free, for example, “free desktop wallpaper.”
  • Not free : the download file is not necessarily free , for example, "Ranetki series".
  • Links : the necessary resources (answers) are visible in the search results (in headings, description, URL).
  • Other : the necessary resources (answers) are visible on the issuing page, but they are not in the search results.

Source: "Determining the informational navigator, and transactional intent of Web queries” Bernard J. Jansen, Danielle L. Booth, Amanda Spink; Pennsylvania State University.

Every time you compose a title and description for a site or a separate page, you must keep in mind what exactly the surfer will look for on this site (page). How will he make a request? What words will he use? Will it not be? Will it compose a request as a question? You can learn a lot from this with the help of various tools for searching keywords.

Call for action

Turn on your speech A clever and call-to-action description is a phrase that will attract the user's attention and force him to go to your website.

For different requests you need to choose different words, but the principle is the same: you need guess the need of the surfer and show him the way to solve his problems already on the page.

Aggressive and unobtrusive positioning

In most cases, o most unobtrusive sentences show pushing users not for instant purchase, but for some actions. Few surfers are ready to buy goods here and now, so your task is to lure the user to the site, and already offer him your goods (and then, not immediately, but in several stages).

If the surfer considers your proposal too aggressive, he will either immediately leave the site or not click on it at issue. In both cases, you will lose out.

Users must be prepared for purchase. For this you can use semi-advertising materials on the site, subscription lists, free reports, etc.

In addition to this, your offer should stand out from the competition. Examine the issue and see what you can do for it.

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