Everyone thinks that description is becoming less and less important, but I would like to say that description is extremely important. This importance is not only helpful for rankings, but also for traffic and conversion rates.
A few days ago, my little site Joke Bar discovered that the word "short jokes" had some traffic from Baidu searches. After checking, I found out that this word was ranked on the third page. However, the word short joke does not appear in the title or other tags. Only word segmentation can distinguish the word short joke. The Baidu index of the word short joke is more than 800. Improving the ranking will definitely bring some traffic, so I thought of changing it. Let’s go over the description (the original description was not satisfactory), modify it slightly, and add the word short joke. After the modification, I thought that the ranking would fluctuate, or that the snapshot would stop for a while. Unexpectedly, the snapshot would still be updated the next day, and of course the description would also be updated accordingly. When I checked the ranking, I found that the short joke had reached the seventh position on the second page. , it’s so fast. It can be seen that description is still very important. Let’s briefly analyze the importance of description.
1. Impact on rankings
The function of description is to cooperate with the title, which is equivalent to the assistant of the title. Everyone knows that the title is very important, so of course the assistant of the title also has a certain importance. For example, for a very important leader, does what his assistant say have great weight? Woolen cloth? Description is an extension of the title and is used to assist the title. The keywords appearing in the title appear once or twice in the description field, which is equivalent to telling the search engine that this word is important.
2. Bring traffic
Some studies have found that people’s attention to the top pages of search engines is not much different. Among the many search results, why should others click on your site? In addition to ranking, whether the title and description are attractive enough is also important. A very important factor. The title only has a few words and brings too little information, so of course this arduous task must be left to the description. The two lines of description can not bring much information, but it still gives people a general understanding. Enough, if the content of the description is attractive enough to them and contains the content they are looking for, then these people are very likely to click on this site.
3. Effect on conversion rate
For some product sites, the most important thing is not the traffic, but the conversion rate. Especially for some industries with relatively narrow product use, how to find the target customers is the most important. This situation often occurs: searching for a word that is not very related to your product or service, but your website will also appear in the search results, and even the ranking will be better, but because the content is not very relevant, Searchers are likely not to click on your website, even if there is some traffic. Such traffic is not what we need and will not help the conversion rate much. But it cannot be ruled out that some people who search for this unrelated term really need your product. These are potential customers. How to attract these potential customers? That depends on the accuracy of the description. If your description contains what the customer needs, then he is likely to click on your website and a transaction is likely to be concluded.
4. How to write description
Let’s talk about how to write description. The readability of description is very important. Description is an overview of a page and should be a summary. It is not possible to list and stack keywords (that is the function of keyWords), but it is necessary to repeat the keywords in the title once or twice or make them long-tail keywords. This requires cleverly integrating the keywords into it and writing A smooth paragraph will be of great help to the ranking of repeated keywords.
This article is provided by the webmaster of www.jokeba.com . Please indicate the source when reprinting.
Thanks to liweizhu for his contribution