Internet Marketing Digital_marketing_for_dummies | Page 194
Keywords are essential for tags, so start those tags with your most important
keywords for that page. Using the keywords you’ve chosen for the page you’re
optimizing, create a title for your piece that’s no more than 70 characters long; otherwise,
the search engine may truncate it. The <title> tag should read well because it is displayed
prominently on the search results page.
Step 2: Write a meta description
The meta description, often displayed directly below the <title> tag, further describes the
content of the page. Typically, searched keywords appear in boldface in the meta
description. Although search engines don’t use your meta descriptions to determine your
ranking for a search query, searchers read these descriptions to determine whether they
want to click your results.
The meta description is the elevator pitch for your page, so make it compelling. Include
words that describe the content of the page in a way that entices searchers to click your
result.
Keep your meta description shorter than 150 characters; otherwise, it’s likely to be
truncated on the search result page. Consider using a call to action in your meta
description, such as “Shop now!” “Click here for free shipping,” or “Browse the latest
trends.”
Figure 8-8 shows some examples of meta descriptions.
FIGURE 8-8: Examples of meta descriptions.
Step 3: Optimize the URL</section>
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