Sometimes it happens that Google or Yandex does not want to raise the site in the issue even after you:
- added texts useful for visitors, relevant to the subject of the resource;
- filled in unique photos and assigned an alt attribute to each of them;
- reduced the loading speed of each web page to 1-2 seconds (if you are going to buy hosting for a site on CityHost - fast page loading awaits you in every tariff plan);
- added schema.org micromarkup;
- were mentioned on authoritative resources.
And often the main reason why search engines ignore your site is missing or incorrectly composed meta tags.
What are meta tags?
Meta tags are HTML elements that help search engines and visitors better understand what a particular web page will be about.
The most important meta tags for search engine optimization are Title, Description and Keywords.
Title defines the title of the output in the search engine. It also appears in the name of browser tabs and is the default name suggested when you save a link to a bookmarked page.
Description (description) is a short description of the content of the web page, which is displayed in search results under the title.
Keywords metatags indicate relevant keywords. Since 2014, this meta tag has lost its significance and is one of the main ranking factors, but it allows you to controllably display the page for low-frequency queries that are difficult to integrate into the text. According to our observations, large advanced sites still use keywords.
Read also : What are key phrases and how to choose them .
How to write optimized meta tags
When composing the Title meta tag, try to follow these guidelines:
- must be on every page;
- optimal length — 30–65 characters;
- must not completely duplicate the H1 heading;
- place the relevant high-frequency word as close to the beginning as possible;
- avoid duplicating title metadata - they must be unique on each page;
- think not only about search engines, but also about visitors: will they immediately understand the main content of the page after reading the Title.
When compiling the Description, consider the following nuances:
- must be on every page;
- must be unique;
- optimal length — 70–155 characters;
- write the description thinking about visitors - after reading it, they should want to visit your site;
- add keywords, but avoid their excess (for example, for a site page where you can order a domain name, it is optimal to mention the key "domain registration" once);
- add a call to action.
The only thing to avoid when composing Keywords is an excess of keywords - it is enough to specify 3-5 main queries.
Tools for creating meta tags
Now that you know what meta tags are, you probably want to see how they will look in search results. To do this, use one of the tools:
It is easy and free to collect information about which metatags competitors use using the gSERP URLs bookmarklet and Google Sheets:
Drag the gSERP URLs link to the browser's bookmarks bar from the page http://chuvyr.ru/p/bookmarklet.html.
Enter a query relevant to your site's topic into Google and click gSERP URLs.
Copy the link on the page.
Create a new Google Sheet with URL, Title, Description columns. In the URL column, paste the copied links.
In the first cell of the Title column, insert the formula =importxml(cell;"//title"), replacing the word "cell" with the address of the cell with the link (most often, A2). Drag the cell with the formula down to load the titles of other links.
Do the same for the Description column using the formula =importxml(cell;"//meta[@name='description']/@content").
If you need to calculate the length of metatags, you can do this by creating columns Title Length and Description Length and using the formula =LEN(cell).
Having information about competitors' meta tags, you can easily choose keywords for Title and Description, as well as determine their optimal length.
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