Meta Tags Optimization and their Impact on Search Engine Rankings

What are Meta Tags?

Meta tags are the text snippets that describes about the webpage. These descriptions help the search engines to understand what the webpage is all about.

Meta tags don’t appear on the web page but they are found in the page’s code. View page source to see the Meta tags that are implemented on that webpage. Right click anywhere on the web page and then check view page source.

Meta Tags Optimization:

On-Page optimization refers to the changes made directly on the website that helps to rank higher. Meta tags optimization or meta data SEO has been most basic elements of on-page SEO

meta tags optimization

Meta Title Tag:

Meta title is one of the most important factors on the website. Each page of the website should have a unique title that includes the main targeted keywords. Title is shown in the search listings when displayed in SERP’s. It should be optimized in such a way that it should appear in the search results when searched using your targeted keyword. The ideal length of Meta Title tag is 60 characters.

<title>Title text here</title>
Meta title tag - meta tags optimization

Meta Description Tag:

Meta description tag is where you put the webpage’s summary. It is found underneath to the Title on the search engine results. Here you can include the brief about what your website is offering such that it conveys about your services or products to your audiences. It should be optimized by including the targeted keywords that fits the ideal length of 160 characters. Recently Google has extended the 160 character length to 320 characters.

<meta name=”description” content=”Web page’s summary”/>

meta description meta tags optimization

Keywords Tag:

In Meta keyword tag you can put the set of keywords together to notify the Search Engine’s to know what your site is all about. Keyword tag is one of the Meta tags which are not having more important these days. Earlier the Meta keywords tag is very much beneficial for any website in terms of rankings but not anymore.

<meta name=”keywords” content=”Digital advertising news, digital marketing trends, seo, digital advertising”/>

Robots Meta Tag:

Robots Meta tag is a direct instruction to the search engines whether your webpage should be indexed or not. This robots Meta tag is similar to Robots.txt. Robots.txt is implemented on the site level giving instructions to Search Engines about which pages to be indexed and which are not. While, robots tag acts same like robots.txt but it is implemented on the page level.

Robots meta tag that instructs the search engine’s crawler to index the page is:

<meta name=”robots” content=”index, follow” />

Robots meta tag that instructs the search engine’s crawler not to index the page is:

<meta name=”robots” content=”noindex, nofollow” />

Alt Text:

As image optimization has become one of the important elements of the on-page SEO. It offers an additional opportunity for the websites to rank on the search engines.

Alt Text of the image helps search engines recognize what your image is about. The implementation of Alt Text for images ensures both users and search engines what your image meant to represent. You can optimize the Alt Text by including the keywords but, do only if it makes sense. Do not do for the sake of keyword stuffing because it will end up with the bad user experience.

alt text meta tags optimization

Canonical Tag:

Canonical tag is used to represent a source URL or an original content page to the Search engines. The Canonical tags are used to notify search engines that a webpage as its own source for a reference page. Search engines use the canonical tags to combat the duplicate content issues that give priority in the search rankings to the page that is listed as source URL using canonical tag.

By implementing the canonical tag on your webpages of your website, you can avoid the pitfall. If not Search Engines can devalue your website while determining the rankings.

<link rel=”canonical” href=”” />

Heading Tags:

Heading tags are part of the content on the webpages. These are the heading that you use to structure your webpages content. These heading tags are implemented in order to ease the reading. Also, search engines can recognize what your content is all about.

There are six heading tags H1 – H6. They should be implemented in order from H1 to H6. H1 tag should be used only once on any web page and it typically denotes the web page title. Other tags from H2 to H6 are used as the sub headings on the web page and they can use multiple times but only in order. They shouldn’t be over used, use the heading tags tactically to break up the content on the web page.

<H1> Title of the webpage <H1>

<H2> Sub Heading 1 </H2>

<H2> Sub Heading 2 </H2>

<H3> Sub Heading 3 </H3>

<H4> Sub Heading 4 </H4>

<H5> Sub Heading 5 </H5>

<H6> Sub Heading 6 </H6>

Checklist While Optimizing your Web page:

As Meta tags are very important part of SEO, they impact not only search engine rankings but do user experience too. Meta tags optimization contributes more in your websites rankings on the search engines.

  • Analyze all the webpages of your website for missing on-page tags
  • Check all the pages if any webpage is missing the Title and Meta tags.
  • Do not forget to guide search engines whether to index your webpage or not using robots tag.
  • Mark up your images using Alt Txt notifying search engines what your image is all about.
  • Check for the duplicate pages or content on the website and notify search engines about your source pages using canonical tag.
  • Structure your content using Heading Tags and improve the user reading experience and help search engines understand your content.