Meta tags constitute an important part of a website and meta tags optimization is an important practice. These tags are included in the HTML code of a website. Although meta tags provide no importance in designing of a website, but they are extremely crucial from an search engine’s point of view. Before telling you about the process of meta tag optimization, let me tell you that some of the search engines such as Google provide no importance to meta tags. SEO experts manipulated with these meta tags to get high ranks. This was the main reason for Google to take this action. Meta tags are included in the head part of HTML code of the website. Search engine crawlers examine meta tags to know what the page is all about. Also meta title and meta description is displayed on search engine results. The four most important meta tags for crawlers are meta title, meta keywords, meta description and meta robots tags.
Optimizing meta tags is extremely easy. Use content related keywords in title and description. The most important keyword that can describe your entire page should be within your title and description. Other related secondary keywords should be included in the meta keywords tag. Search engine crawlers crawl codes from left to right. Therefore, make sure to include your primary keyword at the start of the title. Also include keywords as close as to the start of description.
i. Title Tags:
The title that you write inside your meta title tag is displayed on search engine result. It provides summarized information about the content of your website. Keyword inclusion along with the length of the title should be kept in mind. The title tag should be between 30-70 characters depending on search engine. Long title tags are normally ignored by crawlers. Therefore, try to follow the rule of K.I.S.S (Keep it short and simple). From a reader’s point of view, title tags are displayed on result page. They confer your page’s first impression on your readers. Title tag customization is the most important part of meta tags optimization.
ii. Meta Description Tags:
It basically describes your website content. It should convey sufficient information to your readers as well as crawlers. Write short, keyword included, straightforward, obligating and query-solving description. The length of this tag is also restricted which depends on search engines. As it is displayed on results page, it helps you to stand out from your bunch of competitors. Effective meta description is an emphatic factor in determining your click-through-rate.
iii. Meta keywords Tag:
This tag contains a list of 4-10 keywords that are related to your page. Primary, Secondary and Tertiary keywords are included in this tag. Meta keywords should be separated by commas. These are the words for which you want to get searched on search engines.
iv. Meta Robots Tags:
Meta Robots Tag or Robots Meta Tag as they are usually called are covered in the other part of this guide.
There are some search engines which make use of meta tags in ranking web pages whereas some may not. In my recommendation, a publisher should always perform meta tag optimization as, in one way or the other, meta tags either help search engines or readers or both.
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