Using the SERP to Get an Edge

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Hi, Many of you who are tuned into our podcast or who regularly check our blogs fall into one of three distinct and unique categories

  • People who are genuinely interested in the way SEO works for all the various and sundry search engines available on the web (excluding the shifty ones that somehow become your home page after you accidentally installed that free smiley toolbar)
  • People who seek to expand your business through better optimization of your website
  • People who find our exuberant personalities too much of a pull to resist.

If you’re a member of the last category, here’s a Punch In The Face (PTIF), and enjoy your stay. If you’re a member of one of the first two, we have many more things to discuss on the topic of search engines.

What is the main goal for ANYONE attempting to optimize their website for a search engine? Results. Front page results. Top three spots front page results.

Now, let’s assume, for a moment, that after many hours of blood, sweat, tears and Redbull that you manage to get your website to the front of the first page of a search engine. Pat yourself on the back and take a quick break. You’re going to need all of the energy you can muster for the next part.

The old adage of “you can lead a horse to water, but you can’t make him drink” is very applicable to this situation. You can lead the hypothetical “horse” of a potential customer to  the “water” that is your website, but in order to make him “drink” or click on it, you need to have meaningful information in the search engine results page, or SERP for short.

The first part of a compelling entry in the SERP is the title tag, or, the blue link that people will see when they search for a term. You’re going to want to have a title that clearly identifies yourself and draws someone in at the same time. Having a unique title tag is one of the first steps to having someone click on your link.

The second part of having a compelling entry on the SERP is using a description Meta tag. The description meta tag is the short lines of text that appear right underneath the title and the URL of the SERP that tells the consumer a short description of the webpage or website, hence the name description meta tag.  As for what you put into it, anything that would make someone want to click on it is fair game, with the exception of the dubious tactics of false advertising, to which Google or Yahoo will respond with a swift removal of your webpage from their searching systems. Consider putting a call to action in your description to help boost your business. The description Meta tag is the first place that people will be able to read about your product, and consequently, the place where you will make your first impression on the customer. Knowing how important first impressions are, it is quite easy to correlate higher sales and traffic with having a better description Meta tag.

Author: eweb-admin