Compelling ad copy can be more important than getting each and every keyword in the title and description. Writing compelling ad copy will bring more traffic which results in a higher relevancy score, higher rankings, and better clickthrough rates.
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Updated
May 14
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Jan 5, 2012
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Some of the best SEO link building is "do it yourself". Good links build trust and reputation, not just PageRank. How do you get links like that? Delete the scoop?
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Been saying this for a while: well written ad-like titles and descriptions, can often outperform a spammy keyword-rich title. Higher clickthrough rates are better than getting to the top and looking stupid doing it.