The first paragraph of an article is a brief summary of the content. This article delves into the intricacies of branding, slogan creation, and search engine marketing. It highlights the importance of understanding how search engines retrieve and display information, the role of meta tags and titles, and the common misconceptions about their use in branding. The article also provides practical examples and offers insights into the benefits of a focused and flexible approach to online marketing.
Search engines typically retrieve and display search results from two main sources:
The content of the keywords meta tag, while not excerpted for the displayed text's description, is one of several factors determining which search results are displayed and their order (ranking). However, it's worth noting that some search engines do not consider meta tags, and different rules apply in their case.
Both the title tag and the description meta tag should relate to the specific content of the page, not the overall theme of the website or its corporate owner. This is why they are placed individually in each page's header.
There is a common misconception among web marketers that web page meta tags and titles should be used as branding tools. However, if this were true, it would typically apply exclusively to a website's main or index page. One of the metaphors commonly used to propagate this erroneous marketing policy is that of the "business card".
While a search result does function as a site's public representation, it should always relate to the specific page displayed. Anything else may be deemed diversionary tactics, potentially leading to penalties for "spamming". It's important to note that the definition of "spam" varies widely among search engines and lacks consistent logic in several cases.
A page's title and its description are what will induce a searcher to click on the link and visit the site. Therefore, a page's description as displayed in search results is more akin to a product summary than a general corporate business card and should be construed that way.
A unified approach, presenting the same promotional text on every page displayed by the search engines, may seem sensible from a corporate image perspective. However, this approach constitutes a severe and unnecessary self-restriction, effectively hampering overall online marketing efforts.
Consider a used car dealership with an online presence. The company's name is "Honest John Autos Inc.", and its main corporate marketing slogan is "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)". The website offers a wide variety of used cars and has about 150 pages, each with a specific title.
If the company insists on including its slogan in every page's description tag, it will only be able to rely on the page title to attract visitors. However, a more focused description, such as "California's largest selection of second-hand agricultural pickup trucks - excellent condition, and no-questions asked 30 days full refund guarantee!" would be a stronger incitement for potential buyers.
It's crucial not to confuse the media you are working with and to determine what your website is really about. If your goal is to sell products and services online or draw buyers to your physical sales rooms, you should leverage the possibilities offered by keeping your page tags flexible and focused.
Even if branding is your main concern, your website will still require some enticement to motivate people to visit it. This could be regular sports or betting results, online games, a sweepstake, etc. These will also require focused and well-described web pages.
You can enhance your branding through activities other than search engine optimization, such as press releases, newsgroup participation, banner ads, reciprocal links, online reviews, free trial downloads, and client testimonials.
For a professional, high-quality marketing package tailored to your specific requirements, consider checking out our strategic partners at California-based Wolfblast Interactive Inc..
Remember that search engines are user tools, not mere corporate billboards. If you want to increase your search engine traffic, make sure to prioritize the user. Users appreciate relevant, informative, and truthful search engine rankings. Studies have shown that search engine optimization is the most cost-effective marketing activity. It provides a lasting effect, with many clients still profiting today from search engine positioning work done for them over 10 months ago.
In conclusion, when it comes to search engines, "Play them right, and they will feed you. Play them wrong, and they will eat you.
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