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Create Mini Sales Pages with Google Snippets

I had a revelation when I was watching Matt Cutts from Google Webmaster Central talk about Google snippets.  Snippets are simply those descriptions below the blue titles.

I think we all know how important it is to write out those meta descriptions.  Many marketers ignore meta descriptions or just give lip service to them.  But look at this example of a bad snippet.  Nothing here provokes me to click on the result.  It’s just a series of keywords.  No capitalization.  They are not using the full 2 lines allowed.  It’s not a narrative.  Just a spew of words:

So I began to look at examples of good snippets.  See how this person has built out their snippet so that it “talks to” the visitor?  It’s an actual narrative–full sentences, not just a jumble of words.  Plus, it uses strong sales words like “Learn about,” and it gives us the hope for something substantial like “a guide to” and “help tips.”

The reason why the first example is bad is because they relied on Google to find the source for the snippet.  The good example guided Google to the snippet source.

Of course, this is the meta description.

Don’t just vow to write out your meta descriptions.  Look at them as 30 words, plus or minus, of valuable sales page space.  Google is giving you a free sales page.  It’s your chance to gain a conversion–a click–from that mini sales page.