Many people put a great deal of effort into the sales text and content on their web pages and then fill out the off page meta title and description tags as an afterthought. Or maybe don't fill them out at all. In other cases they are left blank and filled out by the website developer just before the website is put live.
In these cases, they are making a very big mistake. Good website SEO knowledge will teach you that every meta title and description tag is extremely important, for both the search engines and the website visitors.
Writing for Website Users
When a user carries out a search on the internet they will scan through the list of titles and descriptions that are displayed on the search engine results pages (SERPs) and click the result that is most relevant to their query. If the keyword is contained in the description and title it will be shown in bold text in the results.
Sometimes the search engines won't show the meta description that is written in the tags (preferring their own interpretation), but in cases where good website SEO has been applied; this shouldn't be an issue.
So, when your title and description meta tags have both been shown in SERPs together, what exactly do you want them to say? You are in complete control here and this is where you persuade users to click on your link instead of any of the others.
Your title and description tags should be descriptive, unique and contain the keyword that you have targeted for that particular page.
Users viewing the results will want to know exactly what they'll get by clicking on your link and a good understanding of website SEO will help you write a concise and original description that either includes a promise or has a tempting call to action.
Done correctly, a well written title and description will get someone clicking on your search engine listing that is sitting in fourth place on the page rather than a poorly written result positioned at number one.
Writing for Search Engines
Search engines have got very clever at analysing web pages and understanding what they are about. Good website SEO can help the websites to be better understood by search engine algorithms. The contents of an individual web page should be restricted to just one topic and that will allow you to write better page titles and descriptions. Better meta tags will make it easier for search engines to make sense of your pages and identify your targeted keywords.
The engines are just like human users in this respect, they are looking for clues to correctly identify the content and relevancy of a single web page when compared to a particular keyword or phrase. Always keep that in mind when you are writing your meta title and description tags.
There is no conflict between what a search engine and a human visitor is ultimately looking for; they are both looking for transparency and clarity. It is just that the search engines are not human and will draw their conclusions from the words and phrases that are used on the individual page.
On the other hand, people do have feelings and will be drawn to your listing by a clever call to action or a promise.
Think like You're Writing an Advert
It is very puzzling that people will employ website SEO marketing experts to write headlines and content and invest vast amounts of time and money on their online pay-per-click adverts. But when it comes to organic search listings that appear on the very same pages as the adverts, they will just scrawl down a few very ill thought out sentences or leave them to be added by the IT guys.
But never forget just how important they actually are...
HROC are website SEO experts with years of practical, hands on experience in the online marketing workplace. If you would like to know how to promote you website on the world-wide-web in an ethical way that guarantees results, contact us by clicking here, you won't be disappointed.
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