The Problem – Why the need for SEO? Why write a description when search engines will put in their own snippet for you:

This past week I attempted to explain Search Engine Optimization (SEO) to my students in my electronic marketing course.  I fear that many of my students failed to comprehend the importance of SEO and more importantly, struggled with drafting an effective description that would entice potential visitors to their website.  

An analogy: I admonished them to take advantage of the opportunity to sell your product, or in the case of their resume/eportfolio to sell yourself to potential employers. The analogy that seemed to bring a little clarity in the eyes of my students was a comparison to billboards on the highway.  There are many billboards promoting hotels and restaurants along the interstate, but some are more effective in attracting the driver to leave the road than others. Pretty pictures might grab your initial attention, but what motivates you to take that next exit.  Is it the message “kids stay free,” “free hot breakfast,” or “restaurant open 24 hours?” An interesting and motivating descriptive message will achieve a similar result, such as, attract a greater click though rate than a random snippet of information from the website’s content. Still many of my students struggled to write an effective description for their own resume website. Feeling a bit frustrated, I turned back to my SEO books and reviewing some of the wealth of SEO websites.

Conversation Marketing website identified 3 items that should be included in the description tag.  I would like to share those 3 tips with my students:

1.      A reason to click. Give the potential site visitor a reason to believe that you offer an answer to their inquiry . . . Provide them a clue as to why your website is to be the perfect answer to their search!

2.      More text – more clarity.  According to Conversation Marketing, Google is testing different snippet sizes so go ahead and include greater detail.  I would add . . . ensure that you proof your work to avoid spelling and grammar errors.

3.      Put your strongest point first.  Use your keyword, primary headline, and the most enticing aspect of your brand message near the first segment of the description.  If the snippet does not include the full description statement then at least, the most important points still appears on the Search Results page. Learn more at the following website:

http://www.conversationmarketing.com/2008/09/3_things_your_description_tag.htm

Check out their website and consider buying the book Conversation Marketing . . . currently just $7. for the PDF version.  A real bargain for cash strapped college students

If you only purchase one book on Search Engine Optimization, then this is that book! The Art of SEO: Mastering Search Engine Optimization (2010) by Eric Enge, Stephan Spencer, Rand Fishkin & Jessie C. Stricchiola. (Published by O’Reilly Media.)  If you are a novice or newbie with web page design and search engine optimization, then this should be your first read! If you are an experienced web designer, this book will serve as a reference book regarding SEO best practices.  The authors of The Art of SEO explains the basic fundamentals, identifies guidelines for a comprehensive SEO strategy, and effective techniques. (By the way, for those of you who have a Kindle . . . you can purchase this book for your Kindle.)

Marketing in our Busy Marketplace: Imagine you were given a free storefront location in the middle of New York Times Square. Approximately, 2 million people visit Times Square on New Year's Eve alone.  All you have to do is put a sign up on the storefront to attract visitors, but you decide it costs too much or you just do not want to invest the time necessary in the effort!  You decide to just let people come in to see what you have to sell. Yet, potential customers walk right by your door because they do not realize that you might have anything that they want.  Sounds like a pretty lame marketing plan. Right?  Although that seems a bit extreme, that is exactly what you are doing when you design a website and upload it to the web without the investing a little time in optimizing your site.  Are you missing a valuable opportunity? 

When you have a website you have prime property on the Times Square of the web!  Millions of people go to a search engjine, such as, Google every day.  They type in a description of what they are shopping for today or a question they are attempting to find a solution/answer.  Search Engines provide them with a number of websites providing what they are looking for within a few seconds.  Does your website appear in the top 5 of the first page?  

Optimizing your website to appear near the top of the research results is the same as putting a sign on your storefront.  Take time now to optimize your website and increase the number of visitors to your website. Designing your website so that it appears on the search engine results page in the most effective manner is not that complicated.