Attract and retain customers with
one-to-one Web marketing that works!
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Attract and retain customers with one-to-one Web marketing that works! |
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META Tags - the invisible worldThe second step to the Traffic Enhancement Program is to help the search engines index the best keywords so that your prospects find you on the first or second page of their search results.Many Web marketers know about META tags - but most don't know how they work or how to maximize their effectiveness. The technique of monitoring sources of Web site traffic from the search engines requires careful use of the hidden META tag on your Web pages. The text in META tags is not displayed by the Web browser, but is used by some search engines to control the description and the keywords used by the search engine to display links to your Web site. There are two types of META tags that are used by the search engines, description and keywords. The keywords tag are used to search and rank a Web page, while the description is displayed with the link as a short abstract. If a page does not use these META tags, then search engines use the first few words to describe a page--which may have nothing to do with the content of the page. The following example META tags are taken from the section of the home page for the Web personalization system GuestTrack (http://www.GuestTrack.com).< META NAME="description" CONTENT="GuestTrack uses individual profiles that are recalled on each visit to your Web site to create personalized Web pages on the fly. GuestTrack also develops a clickstream of pages seen and for how long. GT/Catalog displays product information based on the profile of the customer." > < META NAME="keywords" CONTENT="one-to-one communication, demographic, psychographics, affinity, intelligent agent, customization, account information, individual, identify visitors, personalize web experience, database marketing, relational marketing, relationship marketing" > The search engines will index both fields as words, so a search on topics such as "database marketing" or "personalized Web pages" will be included in the list of links. Each search engine has a different method of using the META tags, so it's important to adjust this text to maximize their effectiveness.
Links That Can HelpWe have researched the use of META tags for several years and has produced reports on their effectiveness - and have found a few resources that can help you:
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