Branding, Sloganizing and Search Engine Marketing

Written by Ralph Tegtmeier

The descriptions search engines offer when displaying search results are generally retrieved from two sources:

a)repparttar displayed page's title tag;

b)repparttar 128423 displayed page's description meta tag or, in default of same,repparttar 128424 first characters ofrepparttar 128425 page's body text;repparttar 128426 number of characters displayed is limited, with some engines picking up a maximum of 150 characters, other offering slightly more;

c)repparttar 128427 displayed page's keywords meta tag - while this meta tag's content will not be excerpted forrepparttar 128428 displayed text's description proper, it is one of several factors determining which search results are displayed at all and in which order (ranking). (Note that this is a generalization - some, though few, search engines refuse to take into account any meta tags. Obviously, different rules apply in their case.)

Both a), b) and c) should relate torepparttar 128429 specific page's content, notrepparttar 128430 web site's or its corporate owner's overall theme! That is why they are placed individually in each page's header inrepparttar 128431 first place.

There is a popular misconception amongst web marketeers regarding search engine positioning mechanics, namely that web page meta tags and titles are to be employed as instruments of branding. However, if true at all, this would typically apply exclusively to a web site's main or index page. One ofrepparttar 128432 metaphors commonly used in propagating this erroneous marketing policy is that ofrepparttar 128433 "business card".

While it is true that a search result functions as a site's public representation it must also be noted that this should always relate torepparttar 128434 specific page displayed: anything else may legitimately be deemed diversionary tactics, meaning thatrepparttar 128435 page could be penalized for "spamming". (Yes,repparttar 128436 respective search engines' definition of "spam" varies widely and is all but consistent. Also, in several cases it notably lacks a consistent logical basis, but that is notrepparttar 128437 topic at discussion here.)

This aside, it should be remembered that it will be both, a page's title and its description which will induce a searcher to actually click onrepparttar 128438 link and visitrepparttar 128439 site.

Hence, a page's description as displayed in search results is more akin to a product precis or summary than a general corporate business card and should be construed that way.

A unified approach, presenting one andrepparttar 128440 same promotional text on each and every page displayed byrepparttar 128441 search engines, while seemingly making sense fromrepparttar 128442 corporate image point of view, actually constitutes a severe and unnecessary self-restriction, effectively hamperingrepparttar 128443 overall online marketing efforts.

A practical example -------------------

Let's assume that you are running a used car dealership with an online presence (web site). Your company's name is "Honest John Autos Inc." and your main corporate marketing slogan which made you famous all over your home town is "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)"

You offer a fairly extensive variety of used cars in your products palette, ranging from farmers pickup trucks to vintage American autos, foreign luxury and sports cars, etc.

Your web site has some 150 pages, all of which you will submit torepparttar 128444 search engines for indexing. The pages are well focused and carry specific titles, e.g.:

- "50s Chevvy Beauties" - "As good as new - Oldsmobile special offers" - "Luxury finally made affordable -repparttar 128445 Porsche Paradise" - "Agro Cars -repparttar 128446 Pickup Center" etc.

Now if you insist on putting your "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)" slogan in every page's description tag, all you will be able to rely on to pull visitors to your site is your page title. But while it may appear to you thatrepparttar 128447 slogan is a nice marketing reinforcement ofrepparttar 128448 page title "Agro Cars -repparttar 128449 Pickup Center", fact is that you might as well qualifyrepparttar 128450 title message with a specific description which is a lot more torepparttar 128451 point in relation torepparttar 128452 title - and torepparttar 128453 surfer's original request.

Hence, you might wish to describe your Agro Cars page in a more focused manner, e.g.:

----------------------------------------------------- "California's largest selection of second hand agricultural pickup trucks - excellent condition, and no-questions asked 30 days full refund guarantee!" ----------------------------------------------------- (150 chars.), or similar.

The New Millenium Search Engine Strategy

Written by Marc Goldman

Inrepparttar olden days ofrepparttar 128422 net, circa 1997-1999, we small business types used to have a fighting chance to get our site listed inrepparttar 128423 major search engines. Wellrepparttar 128424 year 2001 has now arrived, and with it has comerepparttar 128425 end of our fighting chance. Many ofrepparttar 128426 major search engines and directories have recently abandoned their fair business practices in favor of a more profitable (for them) strategy. This does not bode well for you if you do not have a few thousand dollars of disposable income lying around to try to get listed. You now are encouraged (inrepparttar 128427 case of Yahoo, required) to pay upwards of $199 to receive a guaranteed site review. Please understand that word, review. This by no means, guarantees you a listing, simply a review and possible inclusion. The search engines claim that they are doing this in a concerted effort to fight spam and to maintain a clean engine that brings up relevant sites for relevant search terms and phrases. If that was trulyrepparttar 128428 case, then I would have no problem with it. Due torepparttar 128429 proliferation of doorway pages, keyword stuffing, signpost pages, hallways and all manner of tricks developed overrepparttar 128430 years by intrepid marketers, search engines have become somewhat stuffed with junk. However, these companies are not doing this in some noble cleansing effort, instead they are adopting a strategy strictly based on bottom line thinking. They are trying to make a buck. Now, believe me I am as capitalistic asrepparttar 128431 next man, but I am also a small businessman who seeks to make out by doing as much low and no cost advertising/ promotion as I can. If I create a relevant webpage and work hard doing keyword research, should I not be granted a listing inrepparttar 128432 search engines for free? Doesn't that benefitrepparttar 128433 search engine user more than me paying to be listed? Lets come offrepparttar 128434 soapbox for a second and considerrepparttar 128435 facts: 1. Looksmart, who provides results for MSN, Excite, AltaVista, IWon and others wasrepparttar 128436 first company to really promoterepparttar 128437 "guaranteed site review" concept in late 1999. They guarantee that within 2 business days after receiving payment you will be notified if your site is included in their directory and also inrepparttar 128438 results ofrepparttar 128439 above search engines. You will also be notified if your site is not included and told why. You will then be outrepparttar 128440 200 dollars regardless of whether or not your site is included. 2. Yahoo has always offered a guaranteed site review for $200 (this used to be one ofrepparttar 128441 many "Yahoo Secrets" that

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