The next stage in on-site optimisation is here. In addition to get your site listings ranked as highly as possible in search engine results pages, focus is now moving to how those listings are worded.
The traditional optimisation (in a nutshell) was to apply search engine friendly processes: Proper and relevant keyword titles and tags on pages and quality keyword focused content.
The new stage in the process is to optimise the text that gets returned in the listing and treat it as Ad copy. The search engine listing becomes the first stage of your sales pitch or content funnel for delivering the user to your “Call to action” page.
Example: Search for “music” on Google.co.uk
Here you can see that MSN has the slightly higher page rank but AOL has a more compelling description. Both of these listing could do with better title tags but the point of this example is that you need to ask yourself if you would advertise yourself using the copy in the MSN listing or the copy from the AOL listing.
