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An optimizer must describe a site so that all objectives are achieved for maximum effectiveness. Web site descriptions are written for both search engines and for humans; there are thousands of small decisions to make during the link-building phase and they should be made based on experience, research, and intuition. SEO is fifty percent technical and fifty percent creative writing to ensure that the off-page content is high-quality and well organized. The titles and descriptions seen above the URLs on search engine results pages are taken by the search engines from the Meta data of the pages at first until other options are planted in directories during an SEO campaign. If a site has no meta description and no SEO content out there on the Web, the search engine selects some relevant snippets of content from somewhere on the site. The answer to the query may be there; if not the searcher will have to access the site and look for the information. This can be frustrating and time-consuming because it may be lost in a sea of other site content, especially on information sites. In the case of business sites the website content writing is fairly straightforward because the company is catering to those looking for something specific. Submitting links into hundreds of SEO-friendly directories enables the optimizer to compose many different descriptions and titles to mix and refine until there are hundreds of different combinations for search engines to choose from and display. Some of these match the title and description of the actual HTML of the page and others focus more on different keywords that are relevant. Each page of the site should have a different Meta description placed directly beneath the title. A keyword Meta tag, although not read by Google anymore, helps to match the ones in the directory submissions and the only negative is that a competitor can view and copy your keyword research. During the long process of link building there are opportunities to put more content and sometimes some content must be shortened. Decisions are small as to what product or service should be stressed on this particular site which seem miniscule but when multiplied by hundreds of more carefully-worded edits, they become a major factor to expanding a site's reach. The site will have variety of expressions and mini-incarnations in retrieval, much as a net will catch more fish than a single hook. There are borderline searchers in lateral markets that will potentially view your title, increasing overall traffic. Upon observing several campaigns there is some indication that traffic breeds traffic so the measure of success could be said to be the number of unique visitors per month and their average time spent visiting. The longer the visitors stay the better it is for the reputation of the site in the eyes of the search engines. The major judgment calls like what to name the page URLs and header tags should be obvious to anyone skilled in SEO. By definition optimization implies the greatest efficiency in all elements of the procedure so every detail is an important one - especially when defining the pages so that they are understood in the most logical line possible for search engines to read. In all descriptions full sentences should be used and they like the page titles, they are an ideal place to insert keywords to the maximum within the sentences. When three relevant phrases are added to the length of a directory submission instead of being satisfied with copying and pasting the same short description and that is multiplied by three hundred directories, you have added nine hundred extra pieces of content to your campaign. If the quality is done with the same good judgment it will factor up considerably as a tidy, thorough, and logical web content presence. SEO consultant Pat Boardman is the owner of SEO Web Design a Canadian company providing search engine optimization and marketing for North American clients.
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