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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:
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).
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.
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.
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 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.
This is how the site should look like in the output:
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:
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”.
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:
The main types of queries can be divided into subcategories:
These subcategories can be classified as follows:
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.
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.
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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