When you optimize your site for the search engines, you need to place your keywords in prime locations throughout your site: in your title tags, your header and sub-header, your body copy, your image “alt” text, and so on.
But did you know that you can optimize for your call to action too?
Your call to action is the action you urge your visitors to take on your site, whether it’s making a purchase, downloading a free report, or signing up for your opt-in list.
You always want to use a strong, compelling verb that captures people’s attention and compels them to act. Good examples of strong, compelling verbs are: “discover,” “claim,” “find,” “solve,” “read,” “download,” etc. The searcher should have a clear idea of the action they’re supposed to take, as well as the benefits that will result from that action.
The best place to put your call to action is in your meta description tag. The description you include in this meta tag is frequently used as the body copy in the search engine result for your site.
… That means if you include a call to action here, it will appear right in your search listing and will compel more visitors to click through to your site and take action!
Here’s what your meta description tag looks like in your web page’s source code:
<meta name="Description" content="ENTER YOUR KEYWORD-RICH CALL TO ACTION HERE">
For example, here’s what our meta description tag for MarketingTips.com:
<meta name="Description" content="Discover the insider secrets to make money online! FREE advice on how to earn money online from the experts at MarketingTips.com">
And here’s what the search result looks like on Google:
Wouldn’t you say our call to action, “Discover the insider secrets to make money online!” is more compelling than what another company in the search results had as their description:
As you can see, their meta description reads: “Internet Marketing and Search Engine Marketing; Website promotion and internet advertising services, Internet marketing services International marketing web …“
It’s basically just a string of search words that aren’t even written in complete sentences. Plus, they’ve included more words than will actually fit in a Google listing, which makes their listing look a little sloppy, in our opinion. But we don’t mind… we think it makes our listing look better as a result!
So if you want to get the edge on your competitors, include a keyword-rich, compelling call to action in your meta description tag. It will help your listing stand out from your competitors in the search results and will drive more visitors to your site. AND, those visitors will be more likely to take action because you have already urged them to do so.
(And that means more sales for you!)
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