DMOZ Tips - Optimizing Your Submission by Choosing the Right Site Description
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You also want your primary targeted keyword to appear in the description of your site. This can have a surprisingly positive effect on the rankings of your site for that keyword. In addition, it is better to have that keyword more towards the beginning of your description than towards the end of it so take some time to write your description by starting out the sentence (eg. first 3 words) without making it sound stupid to both your potential visitors and the DMOZ editors. If you’re able to achieve the latter while repeating your targeted keyword more than once in a medium-to-long description (note the officials guidelines about descriptions that are too long!), that is another bonus for your optimization.
Remember that, by the end of the day, search engine ranking is a means rather than an end. You don’t just want to obtain high search engine rankings; you want to get your target audience to enter your site. While these two usually go together (a higher ranked site would receive more clicks and targeted traffic from search engine users), this is not necessarily the case. Thus, you can make your site stand out by using a unique description that may later on appear (even partially) when your site is displayed on the SERPs (Search Engine Result Pages) to search engine users.
In addition, consider scalability. Once a site is submitted to DMOZ, it is very difficult to update its description (in some categories, you can wait forever). If you are optimizing a website that offers one product today and a line of various products tomorrow, you wouldn’t want to stay stuck with that old, obsolete DMOZ description.
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