==> Developing A Web Site
The Page Title and Meta Description
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The Page Title and Meta Description
By Nick Usbourne
It's tempting sometimes to pay a great deal of attention
to the sales text or content on a web page, and then just scribble off
the page title and meta description. Or maybe you don't write them at
all. Maybe someone in IT adds the title and description for you. Big
mistake. (Find out what page titles and meta descriptions
are, if you're not sure.)
Every page title and meta description on your site is enormously
important, from the point of view of both the search engines and your
for your readers
When someone does a search on Google, MSN or wherever else, they'll
scan through the page titles and descriptions. While search engines
will not always display the description you wrote for the meta
description, they often will... particularly if the search term being
used can be found exactly in the meta description you wrote.
So let's consider the times when both your page title and meta
description are used by the search engines. Because you're in control
of writing them, you can quickly signal to your readers that your page
is directly relevant to their search.
In other words, your
title and description should be descriptive and useful.
You have just a few words with which to wave your hand and persuade
readers to click on your listing first.
Let readers know exactly what they can expect from the page and,
wherever possible, include a promise. If your page is going to deliver
something useful, say a few words about how the reader will benefit.
And yes, a great page title and description can result in someone
clicking on your listing in third place, rather than on a poorly
described listing in the number one spot.
for the search engines
Like people, and deliberately so, the major search engines
will try to figure out what your page is about. Hopefully you have
confined the page to a single topic. That will make it easier for you
to write a great page title and meta description, and it will make it
easer for the search engines to identify your key phrases.
Search engines are just like people in this regard - they're looking
for clues to identify the topic of the page. Keep that in mind as you
write the title and description.
And no, there's no conflict between what the search engines are looking
for and what people are looking for - they're both looking for clarity.
The only difference with search engines is that they have no feelings
and are looking for words and phrases to guide them.
However, people do have feelings, which is why you also need to include
that sense of promise and success.
as much attention as you would when writing an ad
It's curious - people will often pay experts, test headlines and body
text and generally invest a huge amount of attention in their PPC ads.
But when it comes to their organic listings on the same page of search
results, they scribble down the title and description as if they were
of no importance. Never forget just how important they actually are...
About the Author:
This article was written by Nick Usborne. Nick is a copywriter, author, speaker and consultant. His consulting and speaking site can be found at Nick Usborne.com. His information sites for copywriters and freelance writers can be
found at Excess Voice
and www.freelancewritingsuccess.com respectively.
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Affiliate Armor - protection for affiliate links against bypass and lost commissions.
Java Scripts Magic - advanced web page design with easy copy and paste codes for those who want to skip all the HTML techie talk.
Absolute Beginners Guide to CGI - step-by-step guide to learning the basics of CGI scripting.
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MateMedia - puts your business on the web in 4 steps with affordable hosting plans.
Easy Site Magic - adds special features to your web site / free report: "23 Tips to Get Repeat Visitors to Your Site, Build Your Subscriber List and Turn More "Browsers" into Paying Customers".
Best wishes for your online success!
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