Keep one eye on the prominence and frequency of your keywords
in the title and description of your web site and another
eye on the weight of these keywords as a percentage of the
total number of words that make up your first page.
You'll need to keep your third eye on the appeal of the statements
you make in your description of the web site. You have more
than two eyes, don't you? All good Web marketing folks need
lots of eyes.
The following title and description may get you a high ranking
for a keyword search on the word "mortgage":
Mortgage banking, the Mortgage money lenders
-Mortgage, lenders, money, mortgages, mortgage money, mortgage
loans, home equity loans, mortgage money,
What it says, however, is unappealing. Instead, look at another
site description that would also rank high, and see which site
you would be more likely to visit:
Mortgages applications approved overnight!!
-Mortgages and mortgage financing techniques that the larger
banks just can't offer. Learn the 8 important things to include
on your application so that your mortgage can be approved in
24 hours, even if you have poor credit.
The listing above has the word "mortgage" as the first word
of the title, the first word of the description and repeats
the word "mortgage" 4 times. The difference is that this description
is compelling, solves a problem and offers "8 important things"
or pieces of information that could be valuable to consumers
visiting the site.
Direct response companies, those firms that make infomercials
and run classified ads in papers across the country, have studied
and mastered the art of writing headlines. What they learned
is that headlines are most effective when they accomplish four
things:
- Solve a problem
- Solve that problem quickly
- Solve that problem for what appears to be a small or reasonable
amount of money
- Make the reader curious to learn more
With that in mind, the following headline is
acceptable, but not as effective as it could be: "I can help
you to get out of debt and get a good credit rating – I've done
it for others; I can do it for you!"
A better approach is to use a headline that will draw more inquiries:
"Correct your bad credit in under a week for less than $49!"
The second example solves a problem, does so quickly and shows
how much money is involved. People relate to this appeal because
it has a fundamental basis. Remember one of the many adages
about goal setting, "A goal without a deadline is a wish!" Or,
how about what they teach you in business school about proposal
writing, "Never offer a plan that does not include both time
and money."
The direct response model is effective because it addresses
these things, especially time and money. As you write your page
description and title, think about this. Then, ask yourself
before you submit them to the search engines:
- Is my headline compelling?
- Is it interesting?
- Will it make someone curious to learn more?
- Would I read it and want to visit the site?
- Does it include time and money?
- Does it solve a problem?
- Does it suggest that it solves that problem quickly?
- Does it show a price? (Only emphasize the price if yours
is very attractive)
Be careful, you don't want to offend anyone's
intelligence – and many direct marketers write headlines that
underestimate readers. Read it yourself and make a determination
if you would find the title interesting – if you don't, you
can be sure that others won't. This direct response model does
not apply universally in its purest form.
Many web sites do not sell things directly and are informational
in nature or support what ad execs would call image advertising.
However, do not overlook this fundamental truth: Being first
in the search engines is great. Being first and compelling
is better!
Your listing in the search engine should be compelling. If the
description of the site directly below yours is more compelling,
you lose – a prospect will pass over your site. |
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