HTML meta tags and meta tags are very similar and serve the same purpose – to provide search engines with information about a webpage. As Google’s ranking is made up of 200 or more components, or ‘ranking signals’, these on-page SEO elements are critical to this ranking and requires developers to Optimize keywords.
Content relevance must, therefore, be both original and relevant to the search phrase (keyword focus) to rank well, as well as optimizing meta titles, descriptions, headers, image alts, and URLs. Clean and meaningful on-page optimization is necessary for every website to realize its full potential in SEO.
One of the reasons why many authority sites no longer dominate the top organic listings is that they neglect basic on-page SEO. The focus of your keywords, content and subsequent metas should be aimed at the audience group that contributes to the success of your business.
Develop this by outlining what your target customer is thinking during their buyer journey. This includes their Awareness stage (inspiration pain points), Consideration stage (research-comparison) and Decision (purchase-advocacy).
Implement these insights within the following metas outlined below to ensure your website pages are well structured, your keywords are specific and signals are being sent to Google in the right manner.
Content within your pages, metas, and keywords go hand in hand; they are the foundations of your website, define your content and help search engines and users understand the purpose of your pages. Create content around your keyword research, update the metas, add structured data and enhance your presence on search.
Meta title tags are a vital part of SEO, social sharing and UX. Writing them effectively is a very low-effort, high-impact SEO task. Your first job is to think about the entire user experience and attract clicks (keyword research) from well-targeted visitors who are likely to find your content valuable.
Ensure that your title is an accurate and concise description of a page’s content, conveying the most positive message possible. Make every page title unique, with relevance to the landing page content. Make sure to put your primary keyword first (for UX & search engines). Also, add a CTA (call to action): this is proven to offer a lift in clicks
Meta descriptions describe the content of a webpage to your searchers, while simultaneously convincing and persuading them to click through to your page. Descriptions may not directly influence the search engine algorithm, but click-through rates do, as Google is actively measuring and factoring in user behavior when it comes to results.
Every word in your meta description matters, so make the most of them. Use 150 characters maximum. Connect with your target audience by using relevant language that will appeal to them–make it compelling. Encourage the click with a clear CTA and indication of what to expect when clicking (features/benefits).
First and foremost, image alts are a principle of web accessibility (helping visually impaired users). They also have a huge SEO benefit, providing better image context/descriptions to search engine crawlers and helping them to index an image properly. Image descriptions give you more SEO weight for your targeted keyword.
Use your keywords: alt text provides another opportunity to include your target keyword on a page. Keep it relatively short: the most popular screen readers cut off alt text at around 125 characters. Along with implementing image alt text, ensure the image file save names follows naming best practices.
Although it’s not a major search engine ranking factor, headings do affect SEO. That’s because headings (header hierarchy) are important to help users understand the subject of an article, and if readers use headings to figure out what an article is about, search engines such as Google will too.
The H1 heading should describe a page’s main topic, be highly related to the content and unique across your website. There is no minimum H1 length. Only use one H1 and introduce your primary keyword. Spread the rest across H2 – H6. Other headings can be used multiple times (follow a hierarchical structure).
Open Graph meta tags are there to help promote positive integration between social platforms, such as Facebook, LinkedIn and website URLs you share on these platforms. Ensuring you have this meta correctly implemented alongside your keyword focus can help improve engagement (sharing) to your website.
Avoid duplicate content issues by specifying the preferred version of a webpage with a canonical meta tag. Do this by adding an HTML link tag with a ‘rel=canonical’ attribute on single-page URLs that have the same content and keyword focus with other URLs:
<link rel=” canonical” href=”http://example. com/” />
Help search engine crawlers do their job of crawling and indexing your keyword-focus web pages by implementing the robots meta tag. It has four main values for search engine crawlers, providing them with instructions on whether to index or no-index your web pages.
NOFOLLOW: search engine crawlers will not follow the page and any links in that page.
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