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Optimizing Meta-Tags
If the first question is "what are meta-tags?" Then you are at the place. Meta-tags are a series of meta-statments that appear between the <head> (head open) and the </head> (head closed) HTML tags.
Perhaps a better question would be "what do metag-tags do?" Meta-tags are used by some search engines, search indexes and directories to list and rank your web site. The meta tags contain (among other items) title, description, keywords, content rating, author, copyright information, robot inclusions and exclusions, how often the SE robot should return, smart tags instructions and more.
One tag, often overlooked (by novice web designers) is the <title> tag. Look to the right side of top border of this page. In the colored band (usually blue) it should say "learn to optimize meta-tags @ rlpg ..." . Often that tag is left blank or says "site title". The search engines are lost when trying to list that page. Without the rest of the meta tags being corretly filled in, a page slips lower and lower in the search engine ranking.
Meta Tags 101
Sample Meta-Tags
<html><head>
<title>A short descriptive phrase goes here (60 - 100 characters)</title>
<meta name="description" content="A longer descriptive phrase goes here (100 - 250 characters)">
<meta name="keywords" content="words, that, describe, the, content, and, are, actually, found, on, this, page, and, are, seperated, by, commas*, (250 - 1000 characters)">
<meta name="resource-type" content="document"> (what the page is)
<meta name="distribution" content="Global"> (for everybody to access)
<meta name="copyright" content="Copyright date and owners name">
<meta name="author" content="authors email address is acceptable here or just the name">
<meta name="generator" content="Notepad"> (what program generated the page)
<meta name="robots" content="All, index, follow"> (SE robot read index and follow all links)
<meta name="rating" content="General"> (not sensitive or adult material)
</head>
<body>
Body of document </body>
</html>
The range of characters reflects the fact that search engines don't all play by the same rules. In general titles, descriptions and keyword strings that are too long are truncated by the SE, SI or directories. In very few cases is there a penalty for the excess length. Due to the possibility that not all the desired characters will be indexed, remember to keep important words to the front. Also, not all SEs index with the <head> contents, rather they read body copy. Keep in mind all search engine rules are subject to change at anytime without notice.
Meta-Tags; - Definitions - Options - Importance:
- <title> - Short Page Description (60 - 100 characters) - No Format - Necessary
- <meta name="description" content=" "> - Longer Page Description (100 - 250 characters) - No Format - Necessary
- Particularly important if your document has very little text, is a frameset, or has extensive scripts at the top.
- <meta name="keywords" "> - page, related, words, - seperated by commas* (250 - 1K characters) - Necessary
- <meta name="resource-type" content=" "> - describes page type - document, poem, monograph, etc. - Optional
- <meta name="distribution" content=" "> - page contents meant for - global, local, IU (internal use) - Optional
- <meta name="copyright" content=" "> - copyright owner - date, owners name - Lack of © statement might indicate public domain
- <meta name="author" content=" "> - indicates authorship - name, email address, date - Opitional
- <meta name="generator" content=" "> - program used to create page - No format - Optional (Included automatically by some programs)
- <meta name="revisit-after" content=" "> - how often SE should return - 7, 15, 31, 180, 365 days - Optional
- <meta name="expires" content=" "> - date page content useless - never, (date) dd/mm/yyyy - Optional
- <meta name="robots" content=" "> - how SE index site - index (default) Index the page; all index and follow all links; noindex Don't index the site; nofollow Don't index any pages linked to this page; none Same as "noindex, nofollow - necessary
- <meta name="rating" content=" "> - indicates content rating - general, mature, restricted, and 14 years - "Lack of" may cause site to be blocked
There are more meta-tags than are listed and explained on this page. A more complete list and very scholarly discussion of meta-tags can be found on Dublin Core and on Vancouver Webpages.
Just a quick reminder, only some search engines use the meta-tags for indexing. SEs often change the schemes (algorithms) used to rank web pages. Many SEs rely on the body text to index pages. Most add in other factors like, inbound link popularity and lack of broken links. Some compare meta-tags to body text and penalize for "spammed" keywords.
Never rely on a single traffic promotional plan - such as, using just search engines.
*There are ongoing discussions that the need for comma seperated keywords is changing. That seems to be the case with "some" SEs. For now leave them in. Also the character strings including the meta-tag itself seem to work better in some engines if the "total" is less than 250 (200 in some cases) characters. Search engine optimization continues to be a moving target.
"more" Web Site Design Tips, Tricks and Secrets!
- Page Loads: Surfers have short attention spans - i.e. they will not wait. Estimates range from 8 to 20 seconds to load a page and keep a surfer. That range is based on how bad they think they want to see your content. Your index page must load quickly. Learn how to optimize page loading.
- Browser Friendliness: Take the number of different web browsers and multiply that times the number of different version and multiply that times the number of operating systems and multiply that times the number of different video display modes and you get a staggering number. If the index page isn't simple and well designed there is no way to know how the surfer will see it displayed. This is where K.I.S.S. comes back into play. More information about browser optimization!
- Simple Navigation: Think of web site navigation in outline form. An organized presentation of information. Simple. Easy to follow. The path may need to be forced. Several different links leading to the ultimate goal. That goal is different - based on what the site is trying to accomplish. Have several different "testers" try the site under observation. Modify, based on their reactions, questions, success or failure to browse the site.
- Facade Pages: Use registered variations of the domain name to build, link, promote and track, "facade pages", to boost traffic to the primary domain. Web host hrc4.net offers facade pages.
- Update Frequently: Give your surfers a valid reason to return to the web site(s) by constantly updating information, entertainment, providing a new service or presenting a new product. Make a "what's new" link part of the index page.
- Ask For Feedback: Contact information and Email links must be easy to find. Ask for Questions and Comments!
Keeping Surfers Coming Back
So Important - Worth Repeating: Content, new content, fresh content! A stale web site is a dead, dying web site. As noted; a web site "must" inform, entertain, provide a service or present a product. if one visit to a site does everything, sees everything and reads everything - then one visit is all you get! New information - a new special, a new product - additional information - that is what keeps surfers coming back. Keep up to date, keep changing; keep them coming back!
To Steal a Phrase ... Just Do It! An idea left on the shelf is truly a loss ... a loss to everyone, most importantly a loss to YOU!
Questions?... Comments ... Please E-Mail us!
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