Once upon a SEO time, meta tags were all that an SEO agency would talk about. Meta tags describe your website to the search engines and the more accurate and detailed a meta tag is, the more likely it is to be displayed within relevant search results. As web developers and search engines have become more sophisticated and human users have become much more confident with using the internet, the importance of meta tags appears to have diminished slightly. There is no doubt still a place for meta tags in terms of search engine recognition, yet in an online world where page ranking appears to be all that matters, meta tags are losing their status.
Companies now offer more than just basic SEO. Professional search engine marketing services and experts specialising in page ranking within SERPs are everywhere and are now an integral part of any company’s marketing team. The unfortunate fact is that meta tags do not alone improve your page ranking, but at SearchEngineOptimisation.co.uk we know the importance of these description tags is still immense and it is about time that we reminded ourselves how great they actually are.
When we look at what is arguably the most effective way of getting a high page ranking within SERPs, the majority of times the answer will be ‘good content’. If a website has natural, fresh and relevant content which includes a few strong keywords then it stands a good chance of appearing within the top pages of search engine results. However, once a search engine has ranked you high then that is pretty much where the job of the search engine ends. The next step in the process of driving traffic online lies with the human user.
As we all know as we are web users ourselves, when we are presented with a list of results from a search engine we simply browse down the list and select the websites which appear to be the most relevant to the topic we searched for. The websites which stand out will usually be those with the word or words of our search phrase in the listing, and what is it that creates this? The meta tag. Whilst the description tags may not be responsible for getting you in the top pages of search engines, they can be the factor that creates that final click through to your website. A good meta description will be a true reflection of the offerings of the company and website, yet at the same time bear some sort of unique quality which makes it stand out from the competitor listings.
The secret to meta tag success is to tailor each one to the specific pages within your website. Some SEO experts can sometimes be a little lazy and use tags which are too dissimilar. Do not be afraid to state the obvious and also ensure that meta tags are long enough to include enough information, yet not too long that the entire tag will not be visible.
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Posted by Phil.
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