Start from the broader niche and then narrow it down. Please keep your comments TAGFEE by following the community etiquette. Dana has given so much to the Moz community, and to our industry as a whole. The Website Benchmarks section shows metrics for around half a dozen sites from ten different niches (based on the list originally prepared for comparing SEOMoz Trifecta data. "On average across all industries, site-wide conversion rate for a website is around 2 percent (the donkeys), while conversion rates for the top 10 percent of websites (the unicorns) get 11 percent and above. Roger is a representation of our TAGFEE Code , with an emphasis on “fun. m. Inside Moz HQ. Here is what he found for us regarding desktop results: 2,063 of 5,000 localized keywords returned a local pack (that’s 41%) 2,018 of the 2,063 local packs contained the typical three listings (that’s 98%) 1,175 of the 2,063 local packs featured justifications (that’s 57% — wow!) And of these 1,175 local packs containing. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. But we don't, and it doesn't matter. All you do is add an exclamation mark at the start. One-time SEO is when a site is being built or a client wants their site optimized but no ongoing monthly service is contracted for when the initial site or optimization is done (that's not to say that they never come back at. Don't make assumptions and let the data help you along the way. You'll see a nifty screen with lots of juicy info. Our research also shows that achieving above-expected user engagement metrics result in better organic rankings, which results in even more clicks to your site. Step 5: Craft the hook, the hook that will make influential people and publications in this space likely to amplify, likely to link. The rebrand from SEOmoz to Moz. This is closely related to the fact that most smartphone searches are also local. Moz’s very warmest thanks to the 1,453 respondents who volunteered time to contribute to this second installation of our industry survey. . 1. 1. Insights & discussions from an SEO community of 500,000+. The Buck Stops Here. 5. RegEx (short for Regular Expressions) is a means of matching strings (essentially pieces of text). In this. And that is what that research shows, right, that essentially folks who invest in marketing, in sales during a recession tend to outperform and more quickly outperform their competition as markets resume. New Releases Get the scoop on the latest and greatest from Moz. Target informational queries and modify pages to push the user deeper into the funnel towards more transactional pages. Moz Local Essential is our new entry-level solution, designed to enable local businesses with one or dozens of locations to easily capitalize on best practices and the latest trends in local SEO. , online data, analytics, and research, etc. And it all starts. The International SEO Checklist. txt, go ahead and throw it in Search Console, and Google will tell you that they've successfully accepted it, crawled it, and then you can see the page indexation report and what they're giving you about that sitemap. 3%. Comfy shoes - you might be on your feet quite a bit in Seattle. The truth is that, paradoxically, organic channels bring more traffic to SMM-focused blogs than to SEO-focused ones. A police chase along Highway 1 involving a tractor ended with one person arrested and sent to hospital, police say. Learn more. Again, this doesn’t have to be a massive ordeal, though, many tools, including Moz Pro, will give you CTR. Go ahead. The more matches you have, the more likely your ad will show on a voice search that includes words like “a” and “me” and “for. Most of the gain in the branded links were keyword branded links. So here are my five best practices. The bad news: the default version of Joomla isn't well optimized. Over the years it has gained a very popular following and saved a ton of time for SEO’s and Inbound marketers alike. Practitioners of SEO have always been mistrustful of JavaScript. May 29, 2013. From Google’s Panda, Search Plus Your World and Venice updates, in the last year alone the SEO landscape has changed. This gets tough. In December of 2022, Google announced that they did a link spam update, and they told us that they tried to nullify “spammy” links at scale. We're proud to provide a community where everyone feels safe and welcome. Do not use our site or tools to engage in personal attacks, defamation, harassment, spam, offensive content, inappropriately aggressive behavior, or any. What is Moz Pro? MozPro , from Moz in Seattle, Washington, is an SEO platforms for tracking the performance of all inbound marketing efforts comprehensively. It's no secret. In this special Whiteboard Tuesday, Rand covers what marketers can do to make up for this drastic…Google Tag Manager is a tool with a user-friendly, web-based interface that simplifies the process of working with tags. You don't have to set up your own website, but at the same time you are. Choose the right keywords to target. While absolute conversion rates vary wildly by industry, unicorns always outperform donkeys by 3–5x regardless of industry. That's the median lifespan of a tweet. All right. See moreWe're proud to provide a community where everyone feels safe and welcome. Illustrating the Long Tail. There are three general ways to make log analysis easier in SEO or any other context: Do-it-yourself in Excel. As its name suggests, "start render" indicates when content begins to display in the user's browser. " They get 0 points if they aren't the winner. Forrester Research found that remarketing emails can generate nearly four times more revenue and 18 times greater net profits compared with marketing using simply untargeted mailings. MozCon is July 13-15 in Seattle. The scores of 0. Answer: All of the organic landing pages are the home page. This puts the importance of mobile site speed into a greater perspective for SEOs hoping to capture this demographic through search. But there are challenges that come along with this too. The MozBar is a free browser extension that provides on-page access to Moz’s link metrics and site analysis tools. On the other hand, some snippets are very short because their Meta Descriptions are very short. Explain why this is important. First and foremost, content distribution is the thing that you need to be thinking about if you want to combat the fact that it is becoming harder and harder than ever before to stand out as a content marketer, as a storyteller, and as a content creator in today's landscape. I also highly recommend skimming through SEO Alltop, as it lets me quickly review anything from the longer tail of. I drink two cups per day. Joel recommends using a simple-colored background and highly visible 42-point font size for turning this image into a CTA button-style graphic. Obtainability: Bots’ ability to access information and parse your content. To do this, log in to Google Analytics, and then create a new custom report that includes the following parameters: “Browsers,” “Unique. If you combine 4 of Google’s advanced operators (inanchor:, intitle:, intext: and allinurl:) into one query, it is possible to pinpoint pages that have the term in their backlinks, in their title, on the page, and in their URL. Moz: Marketing Analytics Software for SEO, Links, Social, and Brand • A Vibrant Online Marketing Community • Resources for. Ranking for the keyword “ankle boots”. Thumbs down to: Third-Party Contextual Advertising - Google AdSense or YPN just don't excite me, and I think they'd undermonetize and be limited to only those folks who use Twitter on the web (and not through third party apps or mobile). Every test should be repeatable and repeated multiple times. That’s a good point. Social monitoring of the brand name to identify and resolve complaints, as well as to acknowledge praise. The first step should be identifying what's causing this issue and to do that, you'll need a process. Visual Search Optimization — Whiteboard Friday. Spam Score Incorporation. , messaging, media relations, and materials, etc. Identify target keywords to create new - and improve existing - content. About David Mihm —. At Moz, we’re strong believers in authenticity, and there is no better pond for building meaningful marketing relationships than the local one. Using Roger to reject faulty credit card numbers or inform users of a problem with a tool directly contrasts with positive emotional engagement. Paid Search Marketing (PPC) The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Preferably, if you can, you actually want to turn the test on and off for the same kinds of pages. Therefore, we now use Roger sparingly and strategically to ensure his longevity. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. “BC Highway. Answer: All of the organic landing pages are the home page. But, there are many people in the industry who aren't grasping the real. ) that represent entities, kinds of data, and/or content types. 1%) on any given day. Variables. Below, I've listed some of the most common reasons we've seen for search engines to rank a less relevant page above a more relevant one. Choose competitors that tend to target the same audience (s). This step-by-step guide aims to help users with the link auditing process relying on own judgment, without blindly relying on automation. Since the Wild West days of the late 1990s, SEOs have been grouped into two camps – the “black hats” and the “white hats”. Paid search management is a great component of your marketing to outsource or delegate to a specialist. SEO Tools. Key tips: Target transactional queries with pages optimized for the ideal conversion. Now put your answers for #2 and #3 together and figure out what your unique content angle will look like. Insights & discussions from an SEO community of 500,000+. The findings of a recent Fractl survey clearly align with each of these trends. Tl;dr: We’re focusing our efforts on core SEO such as rank tracking, keyword research, local listings, duplicate management, on-page, crawl, and links. The move from "web search" to "contextual search" (think Google Glass and Siri). Download Moz's new Technical SEO Site Audit Checklist. Identify. Moz Local Raise your local SEO visibility with complete local SEO management. After the first few days of digging into the data, though, I started seeing that there was a problem: a sub-optimal Q&A structure is preventing a. At Fractl, our marketing team puts together case studies based on interviews with clients and the internal. Ruth Burr Reedy is an SEO and online marketing consultant and speaker. So what I see lots of folks doing is they look at a search result or a set of search results in their industry. Booth, tent, or table at event. But, in a nutshell, it essentially boils down to the fact that it is perfectly possible, in fact we've seen in the. All kidding aside, the idea of searcher task accomplishment is a compelling argument for how we should be. , I take my first americano with milk on early mornings. Branding | Whiteboard Friday. I have three critical rules, though, if you want to have success with flywheel kinds of marketing. Integrate content that can enhance the user experience. On keywords #1 and #3, which has the most data, about half of the PPC goes to the home page, while the other half goes to a second level page. These learnings can play an integral role in defining a company’s digital strategy, as well as forecasting website traffic and even ROI. The family-owned local hardware store already knows that the county fair is the biggest annual event in their area, and they’ve already got everything necessary to participate with a booth, run a contest, take photos. First, ensure that SF is set to “Spider” mode. At this point we should have a spreadsheet of link targets, which we have gathered pretty quickly using some simple search queries and a few plugins or tools. We grew from 19k monthly organic sessions to over 100k monthly organic sessions in approximately 14 months, leading to an acquisition by Outreach. Here are just a few bigger challenges to keep in mind: #1 Retargeting is a channel all its own. For quite some time, EMD’s have offered a competitive advantage for SEO’s who understood how to use them. Ian Laurie emphasizes the use of SEO split-testing as a risk mitigation tool. International SEO. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. 3. You can ask them to link to your site and share the content through social media. So today's session is to help you have a better handle on that once you have a list of those issues. category pages vs. If crawlers cannot access the content, they cannot rank it well. Problem is almost everyone can get here. And we'll see you again next week for another edition of Whiteboard Friday. Brand Authority uses two core Moz strengths: (1) Our deep knowledge of search results and rich search features, and (2) Our massive database of search volume information. 8. 1. Positioning. In February of 2016, HubSpot did a larger study of high-volume keywords showing that ranking #0 produced a. In this equation, x is the time it takes your page to load (in seconds) and the result, y is approximately the percent of pages that your page is faster than. The Robots Exclusion Protocol (REP) is a conglomerate of standards that regulate Web robot behavior and search engine indexing. In addition to the security offered by HTTPS (which we'll discuss below) there are additional SEO benefits for marketers to take advantage of. The setup: Audience: Primarily women, primary age group: 35-55. If the site is large and has a lot of issues to document, the time. Tip 8: SPEAK TO THE PERSON DOING THE WORK: Ask to speak to the actual digital marketing, social media, web developer, or SEO specialist that is going to do the work. While this won't prevent all. Widgets have become multi-media, multi-support, and. Insights & discussions from an SEO community of 500,000+. 2. y = 122. The average value of a Facebook donor was found to be $214. Formula: Lifetime Value of a Customer x Closing Ratio (%) x Number of. Let me first explain what I mean by one-time SEO. com’s largest issues (highlighted by Moz Pro) are meta noindex. ) This is followed by Social Media Benchmarks, to give an idea of the impact and influence of votes and people on three popular social websites. 69%), it is clear that Facebook Advertising is an extremely cost-effective. Broadcast Tweet Ads - Sending users a random ad tweet every 5, 10 or even 50 tweets isn't exciting and. Distinct from app store search, the Top Charts can be an incredible driver of downloads for your app, especially if your app is a. First, start following and interacting with Twitter and Facebook groups to find folks attending MozCon. ), while the “SEO” side focuses on things (e. Got a burning question? Head to our Q&A section to. In less than two weeks I will have the pleasure to speak at MozCon about international SEO, in a session called "International SEO and the Future of your ROI. More referrer data. Brands have saved millions of dollars by implementing remarketing strategies. 4. 1. Got a burning. Know your audience. If you monitor crawlbot traffic to your site, you may see an increase in traffic from Smartphone Googlebot, and the. Moz Keyword Explorer has a really great filter that provides some of the most commonly asked questions for a keyword term. For instance, it could be the case that, for the keyword "ankle boots", two of my pages are ranking at the same time: Page URL. 3. Nailed It (+2) – When a prediction is right on the money and the primary criteria are fulfilled. The previous post covered structure overlaps, and we’ll cover images, video, and non-text elements in the last post following this one. Variables are super, super important in Python. You can do the same thing with images. So it's SEO testing plus CRO testing together. Of that 500ms, a roundtrip network latency of no more than 100ms is recommended. In 2016, the 0–25% budget range increased from 27% to 53%. There’s even more that good local brands can do. Given the multiple off-blog distribution methods and frequency of prompts to take this year's survey, we saw a sharp increase in "non-reader" responses from 1% in 2017 to 6% in 2020. Moz’s very warmest thanks to the 1,453 respondents who volunteered time to contribute to this second installation of our industry survey. The data shows that only 25% of links to category pages are targeted - people are less likely to link with good keywords to your category pages. He inspires me to find. I'm going to write a little bit more about some of the motivation for this. Google’s Keyword Planner, perhaps the best available keyword tool available, is famous for not surfacing most long-tail keywords. 8%. Even though you enter a suite number in Google My Business, it doesn’t translate into the "Suite #" field in Google. Here are some examples of the content we used:Launch and market the page. Enter your Email address, unique Display name (this will be displayed publicly in your Community Profile and your interactions in the community),. Please keep your comments TAGFEE by following the community etiquette. To hear more on this topic, and from our other amazing MozCon 2022 speakers, be sure to order the video bundle !Myth #1: If your citations don’t include your suite number, you should stop everything you're doing and fix this ASAP. If you see “Disallow: /”, immediately talk to your developer. By definition, 302s are temporary. There's a short answer with a big asterisk, and in today's. Confirm which columns you’d like to include in the report. A couple of of the supreme content material on the Moz Blog occurs in the comments beneath the posts. Hello Moz! Moz News. 08% of their booking goal conversion, the same amount as their organic traffic. After 5 years of organic growth (from our initial funding in 2007) and two tough, failed attempts at financing (in 2009 and 2011 ), I'm excited to announce that SEOmoz has raised $18 million in venture capital from Foundry Group and Ignition Partners. The Moz Story Moz was the first & remains the most trusted SEO company. Plus it's just a good user experience. The REP consists ofThe original REP. Microsoft is striking out in new directions with Edge — they're deprecating Internet Explorer for all modern platforms. As of this filming, both tools still exist. This checklist item asks you to determine whether the funnel steps towards conversion feel like the correct “next step” from the user’s standpoint. Majestic SEO (Paid)The concept is simple: Ask the client what the average lifetime value of their customer is. Company and branded names make great links when called up. This is sort of a silly tax price example here, where we assign a numerical value to tax and we do the same for price. If the goal is to deliver emails that consistently get responses, your brand must first focus on being authentic, sincere, and empathetic, putting the needs of the person on the other. For example, a “Recipe” Type includes. Running giveaways online typically offers a few different opportunities; of most immediate use to SEOs is that competitions can attract links from authoritative sites and a variety of domains. Click on the whiteboard image above to open. So down here, and honestly this section deserves its own whiteboard, after you've done this and maybe you've written down 70 ideas based on, oh wow, we're able to zoom out and think about all kinds of stuff, so much comes to mind, think about emotion. K. If a blog is perceived as a waste of resources and useless traffic, it’s probably not being fully leveraged. My analysis shows that SMM impacts SEO much more than you might think. It’s called “mobile-first” because it’s not a mobile- only index: for instance, if a site doesn’t have a mobile-friendly version, the desktop site can still be included in the index. It’s rewarding to have such a large survey group; as this report details in high relief, the work of marketing a single business location can pass through a dozen hands. This means that the graphs won't add up to 100 and it also tends to exaggerate the differences between the indexes. Moz Local Raise your local SEO visibility with complete local SEO management. Key Result: Improve Non-paid traffic to the site from all sources by 25% by end of Q2. Here’s an 11-day view from MozCast: We measured relatively high volatility from May 4-6, with a peak of 112. Sure, tweets can have an extended old age, with a couple of people continually zapping the tweet back to life. Know enough about the problem, the site, and the available solutions to recommend the best strategy. Check Page Authority to see if one page has a higher PA than the other using Open Site Explorer, then set up a 301 redirect from the duplicate page to the original page. First, start following and interacting with Twitter and Facebook groups to find folks attending MozCon. IBM and NRF discovered that, in a global survey of 15,600 Gen Z-ers, 60% would not use an app or site that loads too slowly. Every test should be repeatable and repeated multiple times. I think the biggest difference that accounts for this is Moz’s use of 50 web results per query, compared to my use of 10. As a Moz community member, you can: Attend our in-person events; Access all of our exclusive SEO content and resources; Exclusive entry to Moz Lab, where you can try out new product ideas ; Explore posts on the Q&A forum. Guy Kawasaki and George Takei on Facebook. Moz Local Raise your local SEO visibility with complete local SEO management. Community and Forum: MOZ has an active online community and forum where users. Moz Brand Authority Webinar Oct 12 Register free Blog;. SEO & Progressive Web Apps: Looking to the Future. If long-form blog posts aren't your thing, I invite you to check out our Moz 2013 Year In Review Infographic extravaganza! Four Big Investments 1. 5 established how they went about obtaining the link for the website. 25, 2023 4:31 p. There's a short answer with a big asterisk, and in today's Whiteboard. Forming new cross-sales partnerships with fellow businesses. Today I am here to reintroduce to you the tactic of guest posting. Next the new Domain Authority incorporates spam detection. Properly call your CSS files. The first step to using Google Analytics to assess cross-browser compatibility is to take a look at the relative bounce rates of the different browsers your readers are using to view your website. This will ensure that they no longer compete with one another in the. Moz typically ranks #2-3 for "SEO". 1. Despite the "Exclusion" in its name, the REP covers mechanisms for inclusion too. 3. 81 over 12 months. Look, here's a personal example. Explore how Moz drives ROI with a proven track record of success. txt commands in the “Edit custom instruction of robots. 12. Introduction. The most popular way to raise funds was to solicit Facebook supporters for individual donations. It's hard to foresee a lot of benefit to your hard work creating content when you don't have much of a following, and even if you do, scaling that content creation is difficult for any marketer. A great strategy to reduce your page load time is to simply cut down the number of requests your page has to make. In the 3 years since, the Moz community has become not only one of my favorite learning platforms, but a home away from home, and the launching point for dozens of friendships. While GTM is, obviously, a Google product, it’s hardly limited to just working with tags for other Google services like AdWords. Develop scalable keyword lists and keyword clusters. Brad Feld from Foundry and Moz's COO, Sarah Bird will be joining the board as Gillian Muessig. S. So funnel testing is testing all the way through the funnel, from acquisition at the SEO end to conversion. The rate at which Google is lumping keywords into "(not provided)" has skyrocketed in the last month, leading to a huge drop in referral data and speculation that 100% of keywords will soon be masked. Social Media. So, let's take a look at the process and capabilities a technical marketer would use to manage their efforts. In the 3 years since, the Moz community has become not only one of my favorite learning platforms, but a home away from home, and the launching point for dozens of friendships. Proprietary software such as Splunk or Sumo-logic. ”. So this is where you just assign values to words or whatever variables you're working with. 1 name of website analysed. This in turn helps you boost your site’s visibility: SMM corresponds to SEO and indirectly influences website performance in Google. This year's MozCon is right around the corner, and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space, or even your sofa. google. Little free libraries. Over the past couple of days I have been putting together some internal guidelines on various aspects of our jobs. The concept was this: If your page focused on a certain topic, search engines would discover keywords in important areas. Similarly, if you enter a start month of 2018-01 and 36 months of historic data, the forecast output will begin in January 2021. In the two-week period following the loss, that client lost over 39K clicks. She's in need of part-time caregivers, which cost $4,125 per month. 6 than they are to the 18 and 1. It gets pretty fun I have to be honest. He explains: “For me, it’s about scale. Here's an example:The main difference here is that your client is your boss. Super easy to do. So what's unusual is to see a ton of rankings fluctuation for a URL that's been ranking for a keyword in position one or two or three for two or three months in a row. Please be kind to others; do not insult them or put them down. For the last two years, the 130+ Mozzers across product, engineering, marketing, and operations have been working to transform this company to the next stage of our. This in turn helps you boost your site’s visibility: SMM corresponds to SEO and indirectly influences website performance in Google. I had the good fortune to see a certain Rand Fishkin speak at that show, and I learned about a community and blog called SEOmoz. Truth: Google doesn’t even recognize suite numbers for a whopping majority of Google business listings. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. We'll start with the simple, and move to the more advanced. Power supply for your laptop - stay charged so you don't miss a thing. Once the crawl is complete, click the “Images” tab to see the complete inventory of images hosted on your site. So basically, indexing content is not that hard in Google. Show your manager (s) how much a drop in link count affected your rankings and ask for the resources it’ll take to replace them. There are a lot of very smart, very. Anything you can do to give your loyal commenters a feeling of community and importance will encourage more comments. There’s nothing quite so organized as a good old spreadsheet, and to save you trouble, we’ve created this one for you, pre-filled in with major holidays and a few influences and fields we think will help you get started. Exact match domains have always been the source of a lot of contention among SEOs. In this case, our marketer has decided to try to increase repeat purchases. Very few people are going to come out of the woodwork, and “extol the virtues” of an exact match domain, and put their website under the ever scrutinous eyes of. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. It's not a high bar, a high barrier to entry to say you need good, unique content. Hank: According to Demand Curve, email marketing has a higher ROI than any other form of publicity, can drive 6x more conversions than Twitter posting, and is 40 x more likely to be noticed than what a company posts on Facebook. It will convert to a full link with the text as your proper link text. So there are still a lot of reasons why you would want to consider doing Google Posts. ) Use less CSS overall. This past week has been a particularly frustrating one for me, and I felt compelled to share more about the behind-the-scenes operations. How do I get SEO Certified? Moz offers the SEO Essentials Certification program via the Moz Academy platform. Nov. On-page elements, link metrics, markup, HTTP status, optimization. 0 and the announcement of 10-day rolling Panda. Obtainability: Bots’ ability to access information and parse your content. If you grab your load time from Google Webmaster Tools, you can use this equation to gauge how fast you are compared to the rest of the web. Step 4: Defining the concepts further. 4 reviewed the information and provided details of authority and strength of potential targets. Some SEOs get so stuck on finding the right keywords, that they forget about the big picture. Because SEO is our lifeblood. But once you have the list of the issues, you might not always know how to prioritize your effort. By replacing the *, however, we can design rules that only apply to specific named robots. The most current versions of the Moz Privacy Policy and Moz Community Etiquette are incorporated into this TOU by this reference, and supersede and replace. ”. AJ Kohn on Twitter. Syndicating Content. II. Find common questions now. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Type 2 decisions are like walking through a door — if you don't like the decision, you can always go back. In today’s post on accessibility + SEO, we’re digging into on-page aspects that include formatting text, colors, links, and content that we can’t see see but machines can. It is tempting to apply past display ad truths to your retargeting efforts, but this isn't your best decision. SEO and paid search are perfect examples. When your time is already at a. As an SEO, you need to make sure that you understand the new demands on your product in the given market, and ensure any on-site changes are SEO-friendly. So if you're incorporating some of that, not only do you get the extra traffic. So Markdown really lets you take your skills as a writer, focus on those skills, write really well, and convert it to equally good HTML. These results tend to make all but the most difficult client quite happy. That’s down from 42:1 in 2019, but is directionally in the same ballpark. What I'm going to show you today is not going to be perfect. This method requires programming skills and good understanding of web servers and the HTTP protocol. And Moz is making it available to you. Select More Tools, then Developer Tools. With a return on investment (ROI) of 36:1, marketers consistently rate email as the top-performing channel. Whenever traffic passes from a secure HTTPS site to a non-secure HTTP site, the referral data gets stripped away. It stimulates my workflow and gets me into the swing of writing. At Fractl, our marketing team puts together case studies based on interviews with clients and the internal. Add internal links to bullet points to help guide customers through the buyer's journey. "Promotional" means product descriptions or anything else that "sells" an idea or makes a call to action to the visitor.