Meta Keywords & Descriptions

Among the numerous tools available for improving SEO ranking, the choice of Meta Keywords and the Meta Description are some of the most important. By performing proper research on keywords and crafting a powerful Meta Description, a web designer generates a much better chance at achieving higher rankings for the page, and better click-through rates from the user.

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The Importance of Keywords

Keywords are the search phrases users enter when using Google or other search engines. Google tracks and ranks these searches and, through a complex series of algorithms, matches appropriate pages to the keyword searches. By including specific keywords, and tuning the content on your page to provide the most relevant information about those keywords, your page has a better chance of a higher ranking in the search engines response pages (SERP).

Keywords in Your Content

Although the keywords are specified in the meta tags, the most important place to use them is in the content of the page itself. Do not try to stuff extra keywords into the text or overuse them. They should be a smooth, natural part of the content, and the information on the page should be relevant to the topics. Keywords should also be used in the page title, the meta description, in H2 and H3 subheaders, and possibly even within the URL itself. Since Google and other search engines can't view pictures, adding keywords to the image alt text for the picture can help the search engine to include the image in the search.

The Meta Description

The Meta Description is a short, concise description of the contents of a web page. It should be carefully designed by the web developer to include as much pertinent information about the page as possible, in an enticing and intriguing way. Since Google only utilizes a portion of the overall text, most meta descriptions are kept under about 160 characters. It is also a good idea to include keywords if possible, to help connect the page to the description.

Advertising Power

Probably the most significant function of the meta description tag is in its advertising power. When search engines display the results of a search, the meta description is often the first information displayed to the user. By carefully including page insights and promotional information, the text of the meta description can entice the user to click through and view the page content. By keeping it consistent with the page and keywords and yet include a short, powerful sales pitch, the meta description can be a powerful tool to attract readers to the site.

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