The
role of metatags is misunderstood by some members of the webmaster
community. I still have people who are not in the business come up to me
and talk about SEO as if it's all about picking keywords metatags. I
try not to cringe when I get into these discussions. I once had an idea
for an article about this. The article was going to be completely blank.
Only those that were enterprising enough to look at the source would
have seen the content of the article in the keyword metatags:
<meta name="keywords" content="keywords, metatags, do, not, matter" />
I
have built tons of high ranking sites and not implemented any keywords
metatags at all. Even so, I do suppose that there may be some search
engines that examine the keyword metatags, and it may matter some. It's
just that there are better places to spend your time than customizing
the keywords metatag. The fundamental reason for search engines paying
little heed to the keyword metatag is that spammers abused it in the
early days of SEO.
Search
engines prefer to focus all of their attention on "user visible" text.
The user can't see the keywords metatags unless they view the source of
your web page. It's this invisible aspect that makes the keywords
metatag so attractive for a spammer to abuse it.
So what about metatags in general? This article will provide an overview of their value and the best way to use them.
Title Tag
Put
this in the bank. The title tag is the single most important "on page"
element in telling a search engine what your page is all about. Yes, the
title tag is incredibly important. During the design of your site, you
should have decided on the best keywords for each of your pages. For
each page, you should use the most important keywords (note: keywords
means "search phrases" as used in this article) in your title tag. For
example, if the most important keyword for your page is "blue widgets",
you may use a title tag such as:
<title>Blue Widgets from Blue Widget Manufacturing</title>
You can emphasize more than one keyword, but should limit it to no more than 3, as follows:
<title>Blue Widgets, Round Blue Widgets, and Square Blue Widgets</title>
Note
that we trimmed off the company name in this example. There are some
SEOs that recommend that it's best to keep your title tag to 70
characters or less. Our opinion is that longer title tags are probably
not harmful, but the extra characters are ignored by some search
engines. Given that the extra characters are ignored, we tend to keep
ours less than 70 characters.
Description Metatag
This
metatag also sees limited use by search engines. Like the keywords
metatag, it is not generally speaking user visible. I know of no search
engine that considers the content of the description metatag for page
ranking purposes. However, under certain circumstances, a search engine
may use your description metatag as the description of your page that it
displays in search results.
Yahoo,
for example, does this if it can't find enough text on your page to
develop a good page summary on its own. For that reason, you should make
sure that you write a good description metatag for your pages. Since
this description may show up in the search results shown by search
engines, you want the description to be well written enough that it will
help entice the user to click on the link to your site instead of a
link to someone else's site.
Keep
the description metatag crisp, just a few lines of text. Don't stuff it
with keywords. Remember, search engines do not use this tag for ranking
purposes. Write something that tells the user why they should come to
your page - what benefit will they get by doing so. Straightforward,
basic marketing. Here is a simple example:
<meta name="description" content="Blue Widgets: Low Cost, High Quality Blue Widgets available for Order Online. Delivered to your Doorstep in 48 hours or less." />
Keywords Metatag
So
should you implement a keywords metatag? Sure. Just don't agonize over
it. Take the top 3 or 4 keywords that you decided to target your page
for, put them in the keywords metatag, and move on. There are dozens of
other factors in the design and implementation of your page that are
more important to spend your time on.
Robots Metatag
The
Robots metatag is relatively new. Pioneered by Google, it is now
generally available for all search engines. The tag is designed to allow
you to tell a search engine when you do not want it to index your page,
and/or when you do not want the search engine to look at or evaluate
any of the links on your page. Not all search engines obey this metatag
at this point. The basic format of the metatag is:
<meta name="robots" content="noindex,nofollow">
You
can specify either attribute, both attributes, or neither attribute by
simply not including the robots metatag. Click here for more detailed
information on the robots metatag
NoODP Metatag
This
is relatively new. This Metatag allows you to tell MSN and Google that
you do not want them to consider using the Open Directory Project (ODP)
description for your site as the description they show in their search
results.
The
main reason for this is that many site descriptions in ODP have gotten
to be out of date. This is because ODP is an all volunteer organization,
and sometimes the editors there become inactive for a period of time.
You would used this metatag only if you have an ODP listing and you do
not like the description. Here is the format:
<META NAME="ROBOTS" CONTENT="NOODP"> <META NAME="msnbot" CONTENT="NOODP"> <META NAME="googlebot" CONTENT="NOODP">
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