inbound-marketing

68Inbound MarketingFigure 6.3Page Description in Search Resultsdescription (or a portion thereof) is often included belowthe page title. By writing a compelling and accurate descriptionfor the page, you are more likely to get clicks from Webusers. (see Figure 6.3).Here are three tips for writing your page descriptions:1. Keep them short (1 to 2 sentences) and no morethan 154 characters, because Google truncates longdescriptions.2. Every page should have a unique description (just likeit should have a unique Page Title).3. Use your keywords in your description. Google willoften show the matching keywords from the searchquery as bold in the description. Having your keywordsshown in this way increases the chances thatusers will click on your link in the results.OPTIMIZING URLSEvery publicly accessible resource on the Internet has aunique URL which is basically the Internet address of thepage. (In case you were wondering, URL stands for “UniformResource Locator”).Here are some example URLs:http://en.wikipedia.org/wiki/Urlhttp://www.visiblemeasures.com/video-metrics/