Search engine optimizers spend a lot of time organizing websites and motivating signals that will help search engines understand what clients’ pages are about and help to increase their visibility within search engine results pages.
In order to help search engines understand what pages are about, SEOs will add targeted keyword phrases to important HTML sections of a web page. These include title tags, headers, imag alt tags, etc.
But in their effort to get their pages to rank, often times, they forget that, equally important, is getting search users to actually click on their listings within search engine results. This often results in page titles and meta descriptions that get easily lost on a results page and don’t command the attention of search users.
That is why SEOs need to think more like paid search ad writers when they write their page titles and meta descriptions. And here are some tips for Adwords ad writing from Google that are applicable to SEO page title and meta description writing:
Highlight what makes your business, product, or offer unique
Free shipping? Large selection? Tell people! Highlight features or areas that make your business stand out from the competition.
Include prices, promotions, and exclusives
If you have something special to offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision.
Tell your customers what they can do
Are you selling? Tell them they can buy. Are you offering? They want to receive. Strong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.
Include at least one of your keywords in your ad text
This can catch the attention of the people who searched for the keyword, and show that your ad is related to what they want. Additionally, the keyword you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is.
Match your ad to your landing page
Take a look at the page on your website that you’re linking to, which is called the landing page. Make sure the promotions or products in your ad are included in that page. If visitors don’t find what they expect to see when they reach your site, they might leave.
Create three to four ads per ad group, trying out different messages to see which performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you’ve learned from your experiments.
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Admittedly, there are some differences between writing pages and post titles and adwords ads. However, there’s a lot that SEO writers can learn from their paid search copywriter counter-parts. After all, SEO isn’t just about getting a number one ranking. It’s about attracting targeted organic search engine users, motivating them to click on your listing in organic search results, and giving them a reason to become a new client.