Search Engine Optimization - Part 4
Article ID: KB101555
Contrary to years of being hailed as a cure all, simply
installing <META> tags is not enough to insure top positioning for
your web pages.
Meta Tags are the text added to your HTML code between the <HEAD>
and </HEAD> tags that tell Search Engines what is in your web page
so that it can be indexed. There was a time when carefully crafted
meta tags would generate “first page” exposure – especially on Alta
Vista and HotBot. This technique no longer guarantees top page
ranking. However, when a Search Engine uses the description tag as a
"summary" for your page there is a great marketing opportunity.
Using a <META> description gives you some degree of control over how
the search engine "presents" your link to the viewing public.
Sample Meta Tags:
<HTML>
<HEAD>
<TITLE>Discount Hamster Supplies</TITLE>
<META name="description" content="Discount hamster supplies & feed.
Lowest prices & free shipping. Huge on line catalog.">
<META name="keywords" content="Hamsters, discount hamster supplies,
Hamster Catalog, feed, Food, care, Cages, books ">
</HEAD>
The "description" tag:
The "description" is used by some SE's as the "summary" for this web
site. That means that people will see it... and use it to decide
whether or not to "click" on this link.
Note: 250 characters Max. (counting all spaces and
periods) in Meta "description".
The "keyword" tag:
The META "keywords" are seen only by the Search Engines. Be careful
that you do not repeat your keywords too many times. In some cases,
one to three times is the limit.
Note: 1000 characters Max. (counting all spaces and
periods) in Meta "keywords".
Things not to do:
Do not try to trick the search engines with words & phrases that are
unrelated to the content of your web site with META tags. This will
work against you because some search engines may refuse to even list
your site if you use unrelated keywords or repeat the same keywords
within the meta tags too many times.
Please keep in mind that "too many times" is determined by the
Search Engine people. So, as always your best strategy is to check
on your competition and see what the successful site builders are
doing -- then follow their examples so that you do not get penalized
when the Search engines change the rules.
Since some search engines like meta tags and some do not and the
situation is constantly changing I recommend you consult
The
Unfair Advantage Book on Winning the Search Engine Wars.
This excellent reference is published and updated monthly by Planet
Ocean Communications and is the source we turn to for our search
engine information and strategy.
When used properly, search engines will be better able to
properly index your site for ranking purposes; however, they won't
guarantee top placement on their own. I suggest that you use a
service such as our featured product this month,
SearchStatus.com, to monitor your current positioning.
I’ll be back next month when we will provide some sneaky tactics
you can use for better search engine ranking.
Next: Tricks of the Trade
Contributors
Greg Snow:
Greg is the CEO of Advantrics LLC, which is the parent company
for PixelMill and
Vivid Office. Greg has an
incredible background in FrontPage Development and Research, and
keeps up to date with the latest Search Engine News. He is the
author of the Search Engine article series from the PixelMill
newsletter.
Greg Snow, PixelMill Newsletter, Volume 2 - Issue 3 : 03/01/2002
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