What
Are Meta Tags?
Meta tags are a great way for Webmasters to
provide search engines with information about their sites. (They) can be used
to provide information to all sorts of clients, and each system processes only
the Meta tags they understand and ignores the rest. (They) are added to the
<head> section of your HTML page.
Do
Meta Tags Help SEO?
Ranking high in Google in 2016 has far more
to do with relevance and reputation of high-quality content, user satisfaction
and popularity than Meta tag optimization.
In my experience, Meta tags do not noticeably
influence where a page ranks in Google, in a positive way.
Does
Google Use What Is In Meta Tags For Ranking Pages?
Some search engines once looked to hidden
HTML tags like these to help order pages in search engine results pages, but
most search engines (in 2016) have evolved past this, and Google certainly has.
Google is on record as saying it does not use
some data in Meta when ranking a page (in a positive way) and tests throughout
the years have certainly seemed to confirm this.
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What
Do Meta Tags Do in SEO?
Meta Data can help describe any page in a
more convenient machine readable format, more suited to search engines, but
they are very likely to get spammed, and so ultimately limited on their own,
when it comes to ranking documents on the web.
Google may use metadata, amongst many other
signals, to CLASSIFY pages, or DISPLAY information about a page in SERPs,
although, in natural results in the UK, I see its impact, where it can be
detected, when used at all, being used mainly for DISPLAY purposes.
Do
Meta Tags control my search snippet listing in Google?
Sometimes, yes, at least in the case of the
Meta Description, but not always, and this is dependent on many factors. Google
will pick its own preferred search snippet for SERPs for display purposes,
based on elements that can still be influenced by whoever made the page (and
site) – and what Google knows about the page.
Can
I force My Meta Description to Be Used by Google?
It is possible, but to get, for instance, the
Meta description to display for a keyword, you generally need the keyword
phrase in the Meta description. If the reason the keyword is in the Meta
description is because it is a duplicate of the title, then, according to
Google’s recommendations – that’s not ideal – perhaps even unnecessary
duplication.
How
to Write Meta Tags
You can still be creative when thinking about
some tags like the Meta Description, but Meta tags are best used when EXACTLY
describing the page in question, and helping Google to short cut to information
about your page. If you are helping Google serve, especially informational
queries, and helping short-cut to data, Google is your friend, and most can
still benefit from that relationship.
What
Are the Important Meta tags?
For the purposes of this ‘beginners guide to
meta tags’, I focus on the three meta I am asked about the most:
• Description
• Keywords
• Robots
Meta
Description SEO Best Practices
The Meta description tag is still important
from both from a human and search engine perspective, if used intelligently and
properly.
Can
Pages Still Rank High Without a Meta Description?
Yes. Google is usually able to extract a
relevant snippet from the page which you can then go back and optimize for
click-through rates if you think of a better message you want to display in
SERPs for that page.
What
Does Google Say about Meta Descriptions?
Google’s says you can programmatically
auto-generate unique Meta descriptions based on the content of the page.
Can
You Control What Message Appears in The Google Search Snippet?
While search engines have much better ways of
classifying spam in 2016, it’s still worth remembering search engines are
always on the lookout for manipulation that goes too far. Bing has publicly
stated they look to Meta data for signs of manipulation, so you should realize
there is probably a degree of risk attached to optimizing Meta data.
Does
Every Page Need a Meta Description?
A good Meta description may be another sign
of a quality page, and that can only be a good thing in 2016.
Does
Google Use The Meta Description When Ranking A Page?
This is a typical question I was often asked,
and as I always liked to back up my recommendations with at least some
individual observations to back it up, I often tested to see if I could get a
definitive answer to this.
A lot of people use gibberish words in tests
so I didn’t. I always used unique numbers which only appear in hidden elements
– and I have a lot of pages all over the place. I am only interested in what I
can see and what actually helps a page rank in SERPs.
Problems
with Unique Meta Descriptions
Google has said for years “create unique meta
descriptions”. If you follow that advice to the letter – you also conveniently
give somebody else free text for their spam site. A good unique Meta
description only increases click through rate if the page actually appears at
all for the query.
HOWEVER. You never get the benefit from a
unique Meta description that ONLY appears in your Meta description and is not
duplicated somewhere else on your page.
On is making sure your competition is not
aware of your SEO plan. The downside to Meta keyword tags is that, in theory,
your competition can easily see exactly which terms you are targeting and in
turn can pursue the same terms to rank for. If you choose other methods to
attempt to rank for your terms you can do so without giving away the secret
sauce to your keyword term list.
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