If you picked up a newspaper and the headlines screamed a particular subject but when you read the article you found it to be about something else entirely, with the headline subject only loosely referred to, how would you feel? Cheated? Fooled? Mad that you had paid out for a paper that didn’t contain what you needed? Your next action would probably be to discard the paper without reading any further and very probably not buy that particular paper again.
It’s no different when it comes to searching for a subject on the internet. We all know that whatever words are put into a search engine, that possibly hundreds or thousands of pages will be thrown up with those particular key words contained therein. Do we want to trawl through every one of them looking for the relevant pages that tell us just what we need?
Well, for a start this wouldn’t be practical. It would take forever. Secondly, could we really be bothered? You see, the one thing that having the internet has taught us is that the information we require is available at the touch of a button, instantly, deleting the need to rake through immense amounts of information to find just what we need. Very few people will look through sites listed after the first two pages in search results.
So, what happens if a website is not on these pages? Well, the internet marketing campaign is relatively useless. This is why people use search engine optimisation facilities. This is a method of ensuring your website meets with all the criteria that search engines like, even Google itself have issued guidelines for webmasters to bring the sites they manage into line with their criteria.
One of those requirements is that your title equates to the information on the page. I refer back to the first paragraph of this article - a title needs to reflect the content. The title and tags of any web page are the first things that a search engine spider will read to check for relevancy against the search term. It will then continue down the page to see that it fits with the content. If not, the site could be penalised, not listed and therefore having the site is a waste of time if people can’t find it.
Of course, there are a limited amount of characters in a title that search engines will take note of so titles need to be punchy and on topic. One of the most important aspects when writing titles for search engine optimisation is to have it sit appropriately with the on-page content.
Informative, accurate and well written content on a web page will be good fodder for a search engine spider. After all, the aim of the internet is to get as much information to as many people in as short a time as possible. That said, the content does not need to be lengthy beyond necessity. The most important thing is that it reads well.
Spammy writing may well get a site listed in the short term but it’s not a method that can have any lasting effects and it’s very feasible that even if a site is listed well in a search engine, it still won’t achieve the sales as visitors are not daft and if a site is full of spammy information, they will feel as if they are being pushed or tricked into buying a product or service that can’t sell itself by its quality.
Ideally, a website should contain informative and relevant information with appropriate titles and tags to ensure good search results and optimising visitors and thus sales.
Shaun Parker is a leading marketing expert with many years of experience in the SEO industry. Find out more about search engine optimisation at http://www.highposition.net/search-engine-optimisation/
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