Combine Keyword Strategy With Succinct Meta Data
In a recent meeting in my organization, I proudly introduced my simple initiative to incorporate tailored page titles for each page of our websites. I had visions of thunderous applause and cheers for such a simple, yet effective idea. I was roused from my daydream by what I’m sure were the sounds of crickets to find blank stares greeting me. Clearly, I hadn’t properly judged my audience for their enthusiasm in these matters.
But the strategy still holds strong.
In addition to a well-constructed website and a researched keyword strategy employed in your on-page text, taking that same keyword strategy and using it on your site’s meta copy is yet another important ingredient in a successful SEO stew. Yum!
Perfect Your Meta Titles and Descriptions
When discussing meta copy, I am primarily referring to meta titles and meta descriptions for your web pages. The title and description content can be viewed in the source code by right clicking on a web page then clicking on “view page source.” A page title can also be viewed by glancing at the top of your browser when on a web page.
Note the page title on the home page of a web agency:
The meta titles are meant to give a brief description (75 characters or less) of what the page is actually about. Search engines use the thread of information on page titles, descriptions, and the page’s text to understand what the page is about in order to rank and display it in pertinent searches. In this manner, I relate web pages to recipes on index cards, and the Internet is the little tin box that holds the recipe cards. The search engines are the fingers flipping through the cards looking for a recipe title at the top of the card (page title) that matches the meal it wants to make (the users search query).
In the image above, the agency used a general description that includes the geographic area followed by a more concise description of services and finally the name or brand.
The meta description is just that, a brief blurb (150 characters or less) that clearly describes the page’s content. The page description is also what usually appears as the brief snippet of text below search results.
Now, if your website has a simple and highly readable architecture while employing strong keywords across the visible site content and meta content including the page titles and descriptions mentioned above, you have dramatically enhanced your ability to place competitively on search engines.
Read The Mystery of the Google Search Algorithm for an overview of all the ways you can improve your site’s SEO strategy. Next week, we’ll discuss the real meat of your SEO stew: your on-page content.
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