Meta Demystified
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When making and editing websites, the most important thing to consider is relevancy. How you connect users with the best website is all about how relevant that page is. This is where META data plays a very important role.
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Meta Demystified
- 2. AUTHOR PAGE: Daniel Reed Daniel Reed is an SEO and Internet Marketing consultant at Kwai. Before Kwai, Daniel was a Social Media and Internet Marketing consultant for a Recruitment Consultancy. Follow him on Twitter @kwaimind!
- 3. TABLE OF CONTENTS: What is META all about..………………….….…5 Writing Effective META Titles..………………..9 Collecting Clicks with META Descriptions...12 Ditching META Keywords………..……….…….16
- 4. CHAPTER 1: What is META all about? When making and editing websites, the most important thing to consider is relevancy. How you connect users with the best website is all about how relevant that page is. This is where META data plays a very important role. // Page 4
- 5. META DEMYSTIFIED | KWAI Optimising your META data can make the difference between a click and a missed opportunity, and will save a lot of messy editing later. The 3 forms of META data are: Title: The title as seen in a web browser Description: The description under the link in a search engine Keywords: The old-fashioned technique of defining a page for keywords META Data is your chance to grab a searchers attention and earn their click // Page 5
- 6. CHAPTER 2: Writing Effective META Titles Good titles are not a hard thing to do. Industry leaders such as SEOmoz have found that Search Engine spiders, the automated robots that read web pages, read from the top down, just as a human would. The first thing a Search Engine reads is the <TITLE> tag, the header of the web browser. Hence, this is the first place that you can begin to tell the Search Engines what your page is about. // Page 6
- 7. META DEMYSTIFIED | KWAI Be blunt. If your website is about Graphic Design in Montreal the say it. The code you need is: <title>Your Great Title Here</title> And use pipes | as a separator for multiple keywords such as <title>Your Great Title Here | Great Titles Online</title> So your title will appear in the search results and in the web browser. This is also the place to put your most important keywords META TITLES ON A RESULTS PAGE // Page 7
- 8. META DEMYSTIFIED | KWAI So, the top tips for META Titles are: Use your most important keywords in the title that emphasize the value of your page. Be straight and to the point. These keywords will be bold if they match a search query so make sure your page jumps out . Don’t keyword stuff…this will look messy and can result in a search engine penalty. Use no more than 70 characters. 71+ get ignored. Make your Titles unique. Don’t just copy one across your website as this limits your keyword potential, can result in a penalty and looks un-professional. // Page 8
- 9. CHAPTER 3: Collecting Clicks with META Descriptions With so much competition on a results page, your description needs to present your value proposition as clearly as possible. META descriptions are where you can follow up a search query and make the reader click on your website rather than a competitors. Offering something unique, or clearly describing your pages can improve your click-through-rate // Page 9
- 10. META DEMYSTIFIED | KWAI META Description: <head> <meta name="description" content=Describe the page in 155 characters or less and put it in-between your head tags"> </head> Be descriptive and appealing. Google will pick its own choice of text on your page so this is your chance to use your power and market your page in your own words. Use key words, attractions and see what your competitors are writing and improve on that REMEMBER: Be unique…each page on your website has its own unique quality so make sure you do the same with your descriptions. However, your not Trotsky…keep it around 155 characters. Any more and Google will shorten it. LOST KEYWORDS AND VALUE PROPOSITION // Page 10
- 11. CHAPTER 4: Ditching META Keywords When META was originally used as a key indicator of a webpage’s content, META keywords were used as a method of summarising the target keywords of the page. However, as search engines became more sophisticated and some webmasters began to keyword stuff and spam the META keyword line, its relevancy became less and less. Today, leading SEO thinkers discourage META keyword use. // Page 11
- 12. META DEMYSTIFIED | KWAI For modern SEO’s. the most powerful tactic is to used these keywords in the actual body content of your webpage. Creating valuable, relevant and interesting content, whilst targeting specific keywords is a much better SEO strategy rather than stuffing in a few keywords. You can use free software like the Google Keyword Tool to find which keywords your users are searching for, and develop your page content around that. // Page 12
- 13. FIND OUR MORE http://www.kwaikwai.co.uk If you’re interested in finding our more about how SEO and Internet Marketing can benefit your business, then contact us at Kwai to see how we can help.