Getting More Clicks from Search Engine Visitors

So, how do you get visitors to click your site when it's displayed at search engines?

Many search engines use the text in your description meta tag as the text they use to describe your site in their search results. That's why it's so important that you do what most people are too lazy to do, and take the time to write a description that screams to the searcher, "Click me first!"

But, it shouldn't read like a lot of hype either—the search engines are not interested in having site descriptions that look like spam in the top of their search results. A good description will include keywords, be informative, entice without hype and be written in properly constructed sentences.

Don't use a lot of exclamation marks or use words with all capital letters for emphasis. If you have to do that, you haven't worked near hard enough on the description.

Think of a good description like an ad that doesn't look like an ad, because that's just what it should be. An effective description will:

• Arouse curiosity and attract attention.
• Spell out a strong benefit to visit your site.
• Answer every web surfer's question (What's in it for me?).
• Target the right audience.

There are several powerful words and phrases that are used time and time again in advertising. They keep popping up because they act like human magnets that instantly attract consumers with an interest in your topic. The four most important magnetic words and phrases are:

• Free
• How to
• You
• Easy

1. Use words that create mental images. For example, "trophy buck" is more appealing to a hunter than plain old "deer" would be. Deer hunters dream of bagging a trophy buck, but seldom do.
2. The description should appeal to a feeling or sensation; love, hate, fear, desire, curiosity, etc.
3. Use present tense, not past or future tense. It adds impact and immediacy and makes your words more believable.
4. Use verbs that are powerful and exciting. If you were selling stereos, "Amazing clarity and deep, resonant bass" is more enticing than "high quality sound." Amazing clarity and deep, resonant bass is highly descriptive and evokes the best sound the person can imagine; while high quality sound is a comparative term and sparks little in the imagination.
5. Eliminate all unnecessary words. It's a description, not the whole web page. Capture the essence of what you want to say in one to three sentences.
6. Don't try to be too clever. Make the benefit of visiting your page the focus, not your imagination. Simplicity entices, complexity overwhelms.
7. Remember to sell the sizzle. Benefits are the sizzle. They are the elements that provide the answers and solve the problems. Why? People predominately act on their emotions. Benefits help bring out emotions.

When Infoseek last cracked down on cheaters they deleted over 25 MILLION pages from their database. And remember, the higher your site ranks, the more likely you are to have your site reviewed by your competitors to see how you did it. First, they'll want to know so they can utilize your techniques if they are legal; and secondly, many will report you for spamming if your techniques aren't legal so their site can move one step closer to the top.

Cheating is only temporary gain at best. In the long run, cheaters lose. In my SEOS Lite and SEOS Pro DIY Search Engine Optimizaton ebooks I teach white hat techniques. I do mention many black hat techniques, but only to make you aware of them, not with the intent advocating their use.