Getting your web page on Google's first result page is often a lot of work (although it is easier with the Top 10 Optimizer in IBP). When your website is listed on the first result page, you have to make sure that people click on your listing. 
You can improve the number of clicks on your listings by addressing people's emotions and desires in the title and the description of your web pages: 1. Promise a sensual experience "Close your eyes and picture your perfect partner. You will find her on our online dating site." Such a headline is more appealing than a web page title such as "Dating site - Updated 20 September 2011". Use adjectives in your web page descriptions. Write "oven-fresh buns and freshly toasted bread" instead of just "buns and bread".
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2. Trigger the curiosity of the reader "Did Bill Gates really say that you should use Macs?", "The simple trick that made me successful". Trigger the curiosity of your readers and your listing will get more clicks.
3. Show that you can be trusted Assure your website visitors that promises will be kept and that it is safe to do business with your company. For example, use web page titles such as "Business consultant with 15 years experience - Member of the XY association" or "15,264 satisfied customers can't be wrong".
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4. Offer forbidden fruits "What happens in Vegas stays in Vegas - Exciting trips and lots of fun." People like to do "forbidden" things. If it applies to your business, use web page titles and descriptions that offer that excitement.
5. Make it exclusive People love to feel superior. Use words such as "special", "superior", "elite", "exclusive" in your web page titles and descriptions and make it clear that your customers are special. Example: "Platinum Gym - For real men only", "Perpetual Oyster - the watch for those who know"
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6. Make it urgent "Designer handbags - 20% off - only on 20 September 2011." Woman who are interested in handbags will click on the listing to make sure that they don't miss a great opportunity.
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