Despite the fact that Rupert Murdoch and News Corp seem to think that Google is dangerous, I’ve come to the conclusion that the evidence suggests otherwise.
In fact, despite personally getting a real butt-whipping over the last month or so, I think the evidence shows that, objectively, Google ultimately wants to fight trash and reward art.
So, my new operating principle going forward is to clean-house by throwing away the trash. And instead, focus on building art. In the short term, I’m taking a major financial hit. But if I’m right about Google’s long term plans, then my decision should be a massively successful investment over the next 24 months.
That leads me to the content of this post. It occurred to me recently that a WordPress blog is not well-suited out of the box for giving the search user, via Google SERPS, a clear, lasting, authoritative description of your site.
For example, let’s do a search on Wisdump. What does Google pull up for the SERP description?
I’m here to take over Wisdump, get it back on its feet for real, and then taking it up a notch. From now on you can expect regular posts on design and other …
AS you can see, Google pulled up content from a recent post at Wisdump. But honestly, this doesn’t tell the search user much about Wisdump. What is Wisdump? Why should I visit Wisdump?
I noticed the same issue with my own site, TV Crunch. To me this seems like a significant defect: giving the user a strong and clear description of your site is critical to branding. And branding is the key to monetizing art.
To solve the issue, I placed the following code in the footer of the site:
TV Crunch offers the latest television news and gossip profiling the best new tv shows and most popular television stars.
So what does this code do? Well, it places a permanent, authoritative, descriptive sentence about TV Crunch exclusively on the front page of the blog. It tells Google, and more importantly, search users, what TV Crunch is about.
Whereas a search on TV Crunch used to bring up irrelevant nonsense, cut from a recent headline, it now brings up exactly what I wanted it to bring up.
Some people might argue that this move is insignificant or will have minimal effect. But I beg to differ. If I’m right, and branding is the key to long term online success, then it’s crucial that both the search engines and the search users know what your site is about. And this is one important step that will help you strengthen your blog’s brand.