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SEO Tip – META Descriptions

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Job DescriptionTime for another edition of the SEO Tips series, today we will be discussing META Descriptions. If you are not familiar with META Tags, you really should read SEO Tips – Meta Tags before you continue.

META descriptions are short (less than 160 characters) pieces of text that are used to briefly describe the content of a page.  This text is sometimes displayed on in the search engine results page (SERP) below the page title and link. It’s important to note I said sometimes. Exactly how Google uses this text is not entirely clear. As with many things, the message Google gives us regarding its use of the META description is conflicting. In a Google Webmaster blog entry, they state the following:

“…it’s worth noting that while accurate meta descriptions can improve click through, they won’t affect your ranking within search results.”

However, in a more recent Webmaster video, Matt Cutts, the head of the Google spam team says something that leads us to believe the META descriptions do affect rankings:

“We are a little more likely to sometimes use the meta description, but we don’t use it all the time; if we think it’s useful to the query, ya know – don’t make the same meta description on every single page just as a cookie cutter”

Of course, in typical Google fashion, Matt does not give us a clue as to what they think would be “useful to the query”. However, we can always count on one thing when it comes to Google and the other search engines – they want their search results to be as accurate and reliable for their users as possible. Based on that, it seems reasonable that if a description you include on your page is determined to be useful to a searcher, something that will help them determine which result has the most likely chance of being correct, Google would probably consider it “useful.”

So what happens when Google does not consider your META description to be “useful?” Good question. It creates what’s called a “snippet”, using text gathered from the pages – and comments – that it feels may help a searcher decide whether or not to click. The cool thing (from a geek perspective at least) is that the snippet is built dynamically depending on the words used within the search query.

The images below show three different search results for the same page; the first used words contained within the META description, the second contained words in the headline and in the top of the post, and the last contained words from throughout the content. As you can see – the snippets Google displayed vary quite a bit.

search results snippets

In the first result, Google displayed the META description – as we would expect it to do. In the second, Google ignored the META description and instead chose to grab the entire contents of the opening H2 tag and most of the first sentence from the article. In the last result, Google worked pretty hard to build what it thought was a useful snippet, selecting chunks of text from the META description, the content and from a comment. Are the snippets a better representation of what the page contains? In this case, I don’t think so. But Google wants its results to display as many of the words in the query as possible.

How do you ensure that your description is used most often? Do you homework, determine what keywords your prospective readers are searching for and include the best of them in both your content and in your META description.

Next time we’ll discuss how to link to your home page.

Jack Leblond is a SEO/SEM professional working for a large corporation full time in Austin, TX. He is not a Realtor, he is our in-house SEO expert. Jack is the Director of Internet Strategy and Operations for TG (www.tgslc.org). In addition to managing the team that develops and maintains the company's multiple Web sites, he focuses on Search Engine Optimization (SEO), e-marketing and Social Media. Jack's background ranges from Submarine Sonar Technician/Instructor for the United States Navy, technical writer, pioneer in internet/intranet creation for McGraw-Hill and Times Mirror Higher Education, former Adjunct Professor for two Universities teaching web-related courses, has served as a city council member and co-founded Net-Smart, a web design and hosting company, where he managed networks and oversaw the development of hundreds of Web sites. As a free-lance SEO consultant, Jack performs SEO Site Audits for small/medium businesses that want their web sites to perform better in the search engine listings.

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14 Comments

14 Comments

  1. Ivan Cabrera

    September 27, 2009 at 7:07 am

    SEO Tip – META Descriptions | Real Estate Opinion MAG – AgentGenius https://bit.ly/3YSUMq

  2. Gunter Freystatter

    September 27, 2009 at 7:10 am

    SEO Tip – META Descriptions | Real Estate Opinion MAG – AgentGenius https://bit.ly/MvHPL

  3. Tek Loong Lee

    September 27, 2009 at 7:56 am

    Real Estate news | SEO Tip – META Descriptions | Real Estate Opinion MAG – Age.. https://tinyurl.com/yeoq6j6 | Read More…

  4. Staged4Sale, LLC

    September 27, 2009 at 8:02 am

    SEO Tip – META Descriptions | Real Estate Opinion MAG – AgentGenius https://bit.ly/2fMXHz

  5. John Kramaric

    September 27, 2009 at 8:08 am

    SEO Tip – META Descriptions | Real Estate Opinion MAG – AgentGenius https://bit.ly/o6zie

  6. Flavian Moki

    September 27, 2009 at 8:10 am

    SEO Tip – META Descriptions | Real Estate Opinion MAG – AgentGenius https://bit.ly/2h6MwL

  7. Glenn in Naples

    September 27, 2009 at 8:18 am

    Thanks for explaining how Google handles the meta tag description. It would be interesting to see what the search terms were for each of the results to see how the descriptions changed.

  8. Jack Leblond

    September 30, 2009 at 9:30 am

    @Glenn Google bolds words in the search results that were used in the query

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Coaching

Disputing a property’s value in a short sale: turn a no into a go

During a short sale, there may be various obstacles, with misaligned property values ranking near the top, but it doesn’t have to be a dealbreaker!

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magic eight ball

It’s about getting your way

Were you on the debate team in high school? Were you really effective at convincing your parent or guardian to let you do things that you shouldn’t have been doing? How are your objection-handling skills? Can you flip a no into a go?

When working on short sales, there is one aspect of the process that may require those excellent negotiation or debate skills: disputing the property value. In a short sale, the short sale lender sends an appraiser or broker to the property and this individual conducts a Broker Price Opinion or an appraisal, using special forms provided by the short sale lender.

After this individual completes the Broker Price Opinion or the appraisal, he or she will return it to the short sale lender. Shortly thereafter, the short sale lender will be ready to talk about the purchase price. Will the lender accept the offer on the table or is the lender looking for more? If the lender is seeking an offer for a lot more than the one on the table, mentally prepare for the fact that you will need to conduct a value dispute.

Value Dispute Process

While each of the different short sale lenders (including Fannie Mae) has their own policies and procedures for value dispute, all these procedures have some things in common. Follow the steps below in order to conduct an effective value dispute.

  1. Inquire about forms. Ask your short sale lender if there are specific forms that you need to complete in order to conduct a value dispute. Obtain those forms if necessary.
  2. Gather information. Your goal is to convince the lender to accept the buyer’s offer, so you need to demonstrate that your offer is in line with the value of the property. Collect data that proves this point, such as reports from the MLS, Trulia, Zillow, or your local title company.
  3. Take photos. If there are parts of the property that are substandard and possibly were not revealed to the lender by the individual conducting the BPO, take photos of those items. Perhaps the kitchen has no flooring, or there is a 40-year old roof. Take photos to demonstrate these defects.
  4. Obtain bids. For any defects on the property, obtain a minimum of two bids from licensed contractors. For example, obtain two bids from roofers or structural engineers if necessary
  5. Write a report. Think back to high school English class if necessary. Write a short essay that references your information, photos, and bids, and explains how these items support your buyer’s value. This is not something that you whip up in five minutes. Spend time preparing a compelling appeal.

It is entirely possible that some lenders will not be particularly open-minded when it comes to valuation dispute. However, more times than not, an effective value dispute leads to short sale approval.

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Coaching

Short sale standoffs: how to avoid getting hit

The short sale process can feel a lot like a wild west standoff, but there are ways to come out victorious, so let’s talk about those methods:

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short sales standoff

What is a short sale standoff?

If you are a short sale listing agent, a short sale processor, or a short sale negotiator then you probably already know about the short sale standoff. That’s when you are processing a short sale with more than one lien holder and neither will agree to the terms offered by the other. Or… better yet, each one will not move any further in the short sale process until they see the short sale approval letter from the other lien holder.

Scenario #1 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they will proceed with the short sale, and they will offer Bank 2 a certain amount to release their lien. You call Bank 2 and tell them the good news. Unfortunately, the folks at Bank 2 want more money. If Bank 1 and Bank 2 do not agree, then you are in a standoff.

Scenario #2 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they cannot generate your approval letter until you present them with the approval letter from Bank 2. Bank 2 employees tell you the exact same thing. Clearly, in this situation, you are in a standoff.

How to Avoid the Standoff

If you are in the middle of a standoff, then you are likely very frustrated. You’ve gotten pretty far in the short sale process and you are likely receiving lots of pressure from all of the parties to the transaction. And, the lenders are not helping much by creating the standoff.

Here are some ideas for how to get out of the situation:

  • Go back to the first lien holder and ask them if they are willing to give the second lien holder more money.
  • Go to the second lien holder and tell them that the first lien holder has insisted on a maximum amount and see if they will budge.
  • If no one will budge, find out why. Is this a Fannie Mae or Freddie Mac loan? If so, they have a maximum that they allow the second. And, if you alert the second of that information, they may become more compliant.
  • Worst case: someone will have to pay the difference. Depending on the laws in your state, it could be the buyer, the seller, or the agents (yuck). No matter what, make sure that this contribution is disclosed to all parties and appears on the short sale settlement statement at closing.
  • In Scenario #2, someone’s got to give in. Try explaining to both sides where you are and see if one will agree to generate their approval letter. If not, follow the tips provided in this Agent Genius article and take your complaint to the streets.

One thing about short sales is that the problems that arise can be difficult to resolve merely because of the number of parties involved—and all from remote locations. Imagine how much easier this would be if all parties sat at the same table and broke bread? If we all sat at the same table, then we wouldn’t need armor in order to avoid the flying bullets from the short sale standoff.

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Coaching

Short sale approval letters don’t arrive in the blink of an eye

Short sale approval letters may look like they’ve been obtained simply by experts, but it takes time and doesn’t just happen with luck.

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short sale approval

Short sale approval: getting prepared, making it happen

People always ask me how it is that I obtain short sale approval letters with such ease. The truth is, that while I have more short sale processing and negotiating experience than most agents and brokers, I don’t just blink my eyes like Jeannie and make those short sale approval letters appear. I often sweat it, just like everyone else.

Despite the fact that I do not have magical powers, I do have something else on my side—education. One of the most important things than can lead to short sale success for any and all agents is education.

Experience dictates that agents that learn about the short sale process
have increased short sale closings.

Short sale education opportunities abound

There are many ways to become educated about the short sale process and make getting short sale approval letters look easy to obtain. These include:

  • Classes at your local board of Realtors®
  • Free short sale webinars and workshops
  • The short sale or foreclosure specialist designations

As the distressed property arena grows and changes, it is important to always stay abreast of policy changes that may impact how you do your job and how you process any short sale that lands on your plate.

The most important thing to do is to read, read, read. Follow short sale specialists and those who blog about short sales on AGBeat, Google+, facebook, and twitter. Set up a Google Alert for the term ‘short sale’ and you will receive Google’s top short sale picks daily in your email inbox. Visit mortgagor websites to read up on their specific policies and procedures.

Don’t take on too much

And, when you get a call from a prospective short sale seller, make sure that you don’t bit off more than you can chew. Agents in most of America right now are clamoring for listings since we are in the midst of a listing shortage. But, if you are going to take on a short sale, be sure that it is a deal that you can close. And, if you have your doubts, why not partner up with a local agent that can mentor your and assist you in getting the job done? After all, half a commission check is better than none!

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