Archive for April, 2009

Why You Need a Meta Description

Sunday, April 19th, 2009

This weekend I was checking out some organic search results for higher education sites. I was astonished by the number of higher ed sites that do not use a meta description.

Why the meta description is still important. The meta description won’t help your ranking in the top search engines, but it’s still very important.

It describes your page. According to an old SEOmoz post, the meta description is used:

  1. To describe the content of the page accurately and succinctly
  2. To serve as a short, text “advertisement” to click on your results in the search results
  3. To display targeted keywords, not for ranking purposes, but to indicate the content to searchers

The meta description is usually listed beneath the linked title in most search engine results. Key for click-throughs.  The keywords users search for in the top search engines are also bolded in the search result (the meta description and title tag). Again, key for click-throughs.

Reports for Leadership

Monday, April 6th, 2009

A couple weeks ago, at the end of our Higher Ed Experts webinar about web analytics, an attendee asked us for advice about reports to leadership – how often they should be made, what should be in them.

How often you should report and to whom really depends. There shouldn’t be a cookie cutter answer to this. What’s good for one organization or unit may be useless for another.

Remember your website objective and your key performance indicators. These will be essential when creating a dashboard or report for your team and for leadership.

As far as how often, of course this depends as well. I think once a month is fine unless something really good or really bad happens.