A Preview:
“Why are Incentives & Benefits Missing from Title Tags and Meta Descriptions on Almost Every Organic Listing on Almost Every E-commerce Website?”
Every successful advertisement or salesperson has included an incentive or benefit (or both) to convert an interested prospect (searcher) into a buyer.
In many cases, discounts and savings are the ONLY form of advertisement some companies use to create and convert customers.
As an example, an advertisement that includes happy people using their product communicates, “If you use our product, you will be happy.”
Apple does a great job of including cool and hip people using their products, which signifies, “Use Apple products and you’ll be cool, too” messaging.
Some are more overt and direct. “Save 40% on Father’s Day!”
Benefits and Incentives are evident everywhere on television, billboards, the coupons section of the Sunday paper, digital paid ads, store windows, and even ads pinned to cork boards in every small coffee shop in the world.
I began the next training session asking one thing:
“Why are Incentives and Benefits Missing from Title Tags and Meta Descriptions on Almost Every Organic Listing?”
I looked around the room, but everyone thought it was a rhetorical question.
I repeated the question. “Why are incentives and benefits missing from Title Tags and Meta Descriptions on almost every organic listing?”
The Sizzle is Missing in Action!
Chapter 11: People React To Incentives & Benefits
This is the new paradigm of e-commerce search engine optimization.
Book Chapters Preview:
Chpt 1 | Chpt 2 | Chpt 3 | Chpt 4 | Chpt 5 | Chpt 6 | Chpt 7 | Chpt 8 | Chpt 9 | Chpt 10 | Chpt 11 | Chpt 12 | Chpt 13
Plus 13 More Chapters!
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