11-29-2006, 10:53 AM
Quote:Write Targeted Titles and Descriptions
The same goes for titles and descriptions, which should include buzzwords such as "holiday" or "electronics for dad." The search term should be positioned prominently in both the title and the description, according to Spagnoletto, and you should also customize descriptions by category, such as gifts, clothing or home decor.
"Pricing should be used as part of the promotion whenever possible," Spagnoletto said. "Be sure to include information such as the end date of the promotion, free shipping and the last date for on-time holiday delivery. If you have multichannel options, be sure to list 'in-store pick-up.' The most important keywords should find themselves within the first 70 characters of the description."
If the term "Tiffany" doesn't show up in your title or description when a searcher is looking for diamonds, then you risk losing that searcher to a pure play or some other merchant that leveraged the term effectively. The idea is to keep changing what doesn't work and keep embellishing what does work for maximum conversions throughout the holiday season...
full article: http://ecommercetimes.com/story/RUkh7XgE...gies.xhtml