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<title>About Fire Ants</title> Good: Uses the keywords I searched for. Problem: Too short. I want to get rid of them now! Tell me you’ll have the information I need. I want to know you’re an expert. Tell me you’re a university and not an exterminator. I want to do it myself. Page title
<meta name="description" content="The Texas Imported Fire Ant Research and Management Plan is a state-funded program developed to find effective methods to eliminate the red imported fire ant as a major economic and medical pest. This website provides research-based information to homeowners, agricultural producers, industry professional, institutional clients, educators or anyonelooking for way to help manage fire ants. It also serves as a resource for researchers and students and provides documentation accounting for current and recent research progress at the Texas Agricultural Experiment Station and collaborating institutions funded through the project." /> Good: Description exists. Problem: Way too long. Tell me why I should click. Tell me what I’ll find on your page. Page description
Page description Problem: Google didn’t find a description so used the first text it found. No keywords. No information about why I should click.
Better Good: Talks to my emotions. Tells me what to expect to find when I click. Speaks to me, a homeowner with a problem.
Analytics can tell you what sites are sending your traffic. (referring sources)
But they can’t tell you who isn’t.
What sites link to your competitors?
What partners, organizations, or associations would be happy to link to you?
Google Webmaster will tell you what sites link to yours. Other services, such as opensiteexplorer.org will list sites that link to your competitors. Who links to you?
Same institution, but no link from Texas A & M Extension to the Texas Imported Fire Ant Research and Management Project. No link to their sponsored site. At least two links to their sponsor. Ask for the obvious links
The Texas Pest Control Association might be happy to have any link for their Education section. Ask for the related links