Weekly SEO news: 10 July 2012
Welcome to the latest issue of the Search Engine Facts newsletter.

Although the meta description tag doesn't influence the rankings of your web pages much, it can have a major influence on the number of clicks that you get. By attracting more clicks, good meta descriptions can also have a positive influence on your rankings.

In the news: Google might discount infographic links in the future, Bing introduces new adCenter features, ads one Facebook need a long time to work, and more.

Table of contents:

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Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How to get more clicks from the rankings that you already have

Although the meta description tag doesn't influence the rankings of your web pages much, it can have a major influence on the number of clicks that you get. By attracting more clicks, good meta descriptions can also have a positive influence on your rankings.

meta description tag - doh!

What are meta descriptions and why are they still important?

The meta description tag can be found in the HTML code of a web page:

<meta name="description" content="This is the meta description text. If it is relevant, search engines will display it on the search result page.">

Some people think that meta descriptions are not important anymore. However, Google Webmaster Tools shows an alert if a meta description is not unique. That's an indicator that the descriptions still matter.

  • Good meta descriptions can attract more clicks and a higher click-through rate.
  • A higher click-through rate can have a positive effect on the rankings of the web page.

In other words: good meta descriptions can deliver new customers to your website while contributing to your rankings at the same time.

How to optimize your meta descriptions

  • Meta descriptions should be unique: each page on your website should have its own meta description.
  • penguin guyMeta descriptions should be relevant: boilerplate meta descriptions won't do your website good. The meta description should be relevant to the content of the page.
  • Include a call to action: think of what you want a user to do when they visit your page and then include a call to action in the description. The following verbs might help you: buy, download, shop, browse, download, etc.
  • Show your USP: tell your customers what makes you different and highlight this unique proposition in the meta description.

Web searchers have many options on the result page. Offer something special to attract their clicks. The meta description tag is not an immediate ranking factor. If you want to get listed on Google's first result page, optimize the content of your web pages and try to get good backlinks to your site.

Then optimize the meta descriptions of your web pages to make sure that you get as many visitors as possible through your rankings.

2. Search engine news and articles of the week

StatisticsGoogle: infographic links might get discounted in the future

Matt Cutts, Google's head of search spam, said in an interview: "I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.

The link is often embedded in the infographic in a way that people don’t realize, vs. a true endorsement of your site."

Bing introduces the adCenter ad rotation

"As an advertiser, you need to identify the optimal selling points for your targeted audience while continuing to sharpen your value propositions, and, searchers respond to these efforts by clicking ads that are relevant to them.

Effective ad copies collect more clicks, generate a higher CTR, and drive a lower CPC. In the next few weeks, adCenter advertisers will be able to leverage an Ad Rotation function to manage this critical task."

Facebook says it can take a year to get results from its ads

"Facebook's Brad Smallwood says that ad campaigns running on Facebook can take up to a year to see results. That's a ludicrously long time for a advertisers to wait to see a return on their investment.

And ads bought on Facebook reach burnout—the time it takes for them to be repeatedly exposed to the target market to the point they're no longer effective—in just 72 hours."

Editor's note: if you need faster results, optimize your web pages with IBP for high search engine rankings.

John MuellerSearch engine market share, June 2012

"With Bing on the riste and Yahoo in decline, expect to see Bing emerge as the second most frequented search engine in the near future. [...]

Google, still the martket leader, fell 1.25% in June, possibly due to those Bing improvements."

Dear Google… please make local search work!

"o now Google Places is over, and Google+ has taken over as your local business pages. Does this mean that local listings will work now? I guess the answer is no, the back-end of Places is still the same as far as I can see… And that is the root of the problem; a system that simply does not work in the Nordics."

Search engine newslets
  • Block ads on your site with the updated Google Publisher Toolbar.
  • Discussion: do trust seals positively affect rankings?
  • Google shutting down several products.
  • NBC, Google, stage 'war games' to prepare for Olympic disruptions.
  • Twitter introduces search autocomplete.
  • Chicago police credit Google in fugitive arrest.
  • Infographic: how web marketers are cashing in on social platforms.

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3. Recommended resources

Check the backlink profile of your website & spy on your competitors:

SEOprofiler is a full-featured SEO solution that can analyze the backlink profile of your website and much more.

You can also use it to spy on the Google rankings and Google AdWords campaigns of your competitors, it helps you to get new backlinks, it helps you to optimize your web pages, it checks your rankings on search engines and much more.


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4. Previous articles

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