Meta tags are commands for a web server or browser that do not affect the rendering of the page. From optimization, meta tags are important objects, the right work with which is the key to success in creating an effective website.
HEAD tab optimization
The part of the source code at the top of the page is one of the most important areas that should be brought to the attention of the optimizer. Paradoxically, the utmost simplicity of code is one of the most important factors the optimizer should consider when working with the Head section.
Most non-optimized sites consist of pages where this section is filled with information that is irrelevant to the search engine and impedes the effective operation of the spiders. They need to dig up a bunch of junk to get to the keywords located in the most important tags, such as the title. However, as practice shows, for non-optimized pages, the most important tags are located near the end of the title section.
Pages created in visual HTML editors are especially wrong with the extra code in the Head section. The auto-generated document structure is populated with meta tags that declare the software used (for example), contain various comments, information about the author () or the company that owns the site (the Copyright tag) and more.
Very often, page designers add meta tags to the Head section that regulate the work of the indexing spider on this page (Robots (control the behaviour of search engines on the page), Revisit (control re-visit of the page by a robot), etc. However, modern robots often do not listen to written recommendations and scan network resources by their methods.
Care must be taken to justify the presence at the top of the page of each tag’s source code and to avoid those tags that do not affect the effectiveness of site optimization. “Excessive” tags do not add anything useful to the page because they may not contain key phrases and therefore play no role in improving the relevance of the page.
Thus, the Head page should not contain tags that do not carry the information load for the search engine. In their place, elements should be placed in the first positions, the content of which enhances the importance of the page.
Tag title on the Title page
It is desirable that the Title tag, the content of which is the most important factor to consider when calculating the relevancy of a page, should be placed as close as possible to the top of the page. The main rule in optimizing page title tags is that each page should have its unique title. The optimum length of the tag content is up to 80 characters. Longer headline text not only does not benefit the site visitors as it extends beyond the browser window’s viewable area but can also be perceived by spam as a search engine.
Keywords should be written at the very beginning of the title and try not to repeat them. Sometimes duplication of keywords is still allowed, provided that duplicate phrase elements will not be followed.
The words listed in the Title tag are displayed as a link to a search results page that users navigate from the search engine to the site page. Therefore, the content of the page title tag should be voluminous and informative.
The title tag should only be written once. The method of using multiple meta tags to increase the number of keywords available to a search engine relates to spam optimization methods.
It is not recommended to use in words that are completely capitalized unless there is a special need. If punctuation is used in the text, they should be pressed to the right of the word, followed by a space. The words entered in the title tag by the phrase are perceived by the search engine as a group of unrelated characters. That is, in the importance of determining the position of the page in the search results, the Title tag plays an important role as soon as the content of the page itself is optimized.
The meta-tag description on the Description page
The content of the meta tag is a brief description of the site page. The search engine’s attitude to this tag is diverse and sometimes unpredictable. Therefore, in order not to miss even a small opportunity to increase the site’s ranking, you should always fill in this tag. In doing so, the most important keywords should be placed as close as possible to each other, but not to each other.
Quite often, the Description tag is populated with a text sequence consisting only of keywords. We need to avoid such excess and try to frame the content of the descriptive tag in the form of a correct read sentence. Also, we should keep in mind that keywords that are optimized for meta tag Description and other elements of HTML code should occur with the appropriate frequency directly in the page text.
For example, Each page should create its text for the description tag, taking into account those keywords for which it is optimized.
Search engines set different standards to limit the length of this tag, and depending on it, they accept only a certain number of characters. The optimal length of the optimized description tag should not exceed 150 characters.
Some search engines analyze the content of this tag and consider the presence of keywords in it when calculating the relevance of the page, while others do not. The first search engine category can also be divided into those that display the content of the description tag in the search results immediately after the title page title tag, and those that take the first 150-200 (up to 256) characters of the text as a description, visible on the page.
It is not recommended to use the fairly common method of copying in the meta tag Description the contents of the Title title or to use the Description and/or Title tags as another tag of Keywords.
T.e.The main function of the description tag is to inform the user in advance what the page listed in the search results relates to. Therefore, the text of the tag should be short, clear, not advertising-inviting, because it is often because of this information that the user decides whether to go to this page or not.
Keywords meta tag
Initially, the Keywords meta tag was used to help the search engine crawl sites. The web specialist compiles a list of keywords that reflect the theme of the site, and the crawler, by indexing it, collects not only the visible text but also the contents of the label. In evaluating the relevancy of the pages, the greater the weight and the correspondingly higher the ranking in the search results, he received the page whose tag contained the requested word.
Today, there is a tendency for search engines to completely refuse to analyze the content of this tag. In indexing, most search engines only take into account information that the user can see on the page, ie. hidden fields and all other fields.
You do not have to include words (prepositions, unions, etc.) in words, repeat words two or more times, and record plural words. The order of the keywords is ordered in order of importance in descending order. Uppercase words should not be duplicated by uppercase words except abbreviations, personal names, company names, trademarks, and more. Typically, the keyword sequence contains no more than 250 characters, and unnecessary characters are simply ignored by search engines.
Optimization should avoid using the keyword or phrase repeat strategy to increase the page’s relevance. The rule for optimum inclusion of a keyword phrase in the tags can be formulated as follows: you must use the keyword phrase once in the Title, once or twice (but no more) to place it in the description description tag, to include several variants or versions of the keyword phrase in the Keywords marker.
The Title, Description and Keywords meta tags must be placed in a row without interruption and line breaks. The usual practice of tagging in separate rows often leads to difficulties in the operation of robots when reading tags.
When analyzing a site, you should carefully disassemble the skeleton on each page and try to look it through the eyes of the search engine. Time spent scrutinizing the source code and optimizing it will pay off by reaching a high position in the search results.