Driving into San Francisco, today, to teach my class on Search Engine Optimization I noticed the billboards along the freeway. Some big, some small. Some familiar (McDonald's, Chevron), some not so much. There's an art to a good billboard.
On the Internet highway - a.k.a. Google Search - your billboard is your SERP result.
- Catch their attention. Motorists are speeding by... Busy, lost in their own thoughts. You must catch their attention.
- Convey your value proposition. In an instant. Hungry? Here's McDonald's. Need gas? Here's Chevron?
- Be memorable. A logo (McDonald's golden arches), a phrase (Alaska Airlines: You Just Get More).
- Your TITLE tag should catch their attention. Hey! Look at me!
- Your META DESCRIPTION (visible underneath your TITLE / HEADLINE on Google) should convey your value proposition. If you click here, you'll get {THIS}. So please click!
- And then if / once they LAND you need to be memorable. Why should I remember you?
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