Search Engine Optimisation begins with optimising the Meta tags on a website. Each page of a website can have an individual description that will display on a search engine’s results screen. Creating unique, concise, and relevant Meta tags helps to push a web page higher on search results and gets a company more traffic as a result. The Meta tag is located under the HEAD tag in HTML, and for sales websites the programming should be in HTML. There are two tags that should be filled out for each page to encourage search engine results: description tag and title tag. Not only can you add a description, but you can also add a title to each web page. If you fail to create a description tag, then only the title tag will show up on a search engine results page. This limits the number of characters that can be viewed to approximately seventy. Most search engine sites will show a minimum of one hundred fifty characters of description, but only seventy or so for a title. The ability to have both as unique descriptors means that the title and description of each page should work together to market the keywords you have chosen to use to improve your search results. There are several basic things to consider when creating description tags:
1. Keep It Short and Simple (KISS) is the first thing to remember. The description tag is there to help your audience or target market find you. It is not a direct sales tool, and as such should never include words like “on sale,” or any other promotional speech. A coherent, concise, and SIMPLE explanation of your company is what you are looking for in a description Meta tag.
2. Keywords are what make your website able to be searched using sites like Google or Yahoo. Research the keywords that are most commonly used in the specific industry that relates to your website and find some niche searches that you can fill. Add those keywords to your Meta tag description to encourage web views. A niche keyword will often net you more page views and higher page ranking than more popular keywords.
3. Never use marketing techniques that are considered to be bad industry practice. Keyword stuffing should be avoided, especially since sites that use keyword stuffing are often blacklisted by search engines. Search engines work to keep results pages displaying useful information and as such constantly change the method by which they rank pages for search results. Keyword stuffing is not as advantageous, when your website stops showing up at all.
4. Make each page of content on your site unique, and each description tag as well. Carefully consider the description tag and make sure that it is well written and effectively describes the content of the page while incorporating the keyword, all without repetition. This process is not easy, but it is well worth the effort.
Follow these steps to be well on your way to a high page rank and first page search results on your chosen keywords.