If you still believe that meta tag keywords are the key to getting a top ranking in search engines then it's maybe time to think again.
It only seems like yesterday that all you had to do was place a few meta tag keywords in the code of your site and you'd get listed on the major search engines. Nowadays however, it couldn't be further from the case and optimising a web site for the search engines is much more advanced
Frequently, we hear of companies with web sites they thought were optimised for the search engines but have been very disappointed with their listings. In almost every case they were convinced that all they had to do was add the right keywords then submit their site to the search engines. Another reason but less frequent are those companies who have bought automatic site submission programs. (Note: We and most other companies DO NOT recommend using them as search engines consider this as SPAMMING. They can easily tell you are using them and you also run a very high risk of being permanently banned)
The fact is that the meta tags have no more effect on your position than the text on your front page. Indeed many search engines now ignore your meta tags completely and you would be none the wiser for all your efforts. So why is this? Well there are many reasons but most probably because they have been over abused by many web site owners.
Before we go on, lets explain what meta tags are. Meta tags are special pieces of hidden code in your web page that are not seen when a page is loaded in your browser. To see some now click on "view - source" in your browser and you will see the code <META NAME="KEYWORDS" CONTENT="web design site website... near the top of the page.
The purpose of the meta tag was to add relevant 'keywords' that search engines could use to rank pages in a list. Adding keywords inside a meta tag made it easier for searchers to find information on a web page.
Search engines are now using keywords to de-rank sites guilty of spamming. Take these bad examples below...
1. Mis-spelling your keywords such as below (UK/US)
<META NAME ="KEYWORDS" CONTENT="jewlery jewelery jewlry">
If you've been told in the past that this will boost your rankings then you'd be mistaken, so don't waste too much time on it.
2. Keywords that have nothing to do with your page. Adding Kylie Minogue
to your keywords will not put you higher up the rankings so don't risk
it. (You could end up being banned from the search engine) More importantly,
if you use the same keywords as your competitors in the hope that you will
get ranked higher than them and they find out, then the consequences can
be extremely serious. You could be reported to the search engine's spam
control and banned from the search engine. At worst your competitors could
take legal action against you. Is it really worth the risk?
So what makes a good search engine optimised page?
The Page Title
Search engines use very clever pieces of software and complex algorhythms for
indexing pages, so it is folly to believe that your keywords alone will guarantee
you a listing. No, of much greater importance than keywords is keyword phrases
in the page TITLE. In addition, the first paragraph of text on your page
should contain some of the keywords in your page title.
The DESCRIPTION meta tag
Some search engines use this text for their web page description so this is
worth spending time on. If your description relates closely to what someone
is searching for and they click through and find the relevant information
then your site has given the search engine and the searcher what they wanted.
A word of warning though. Don't be tempted to add a false or 'enticing' description. Say you only sell brand x sportswear but in your description you state that you sell brand x,y,z etc., and your visitors click through hoping to buy brand y gear only to find that you don't sell it, then what's the point.
A typical description meta.
<META NAME ="DESCRIPTION" CONTENT ="Specialising in the full range of brand x sportswear">
Also DON'T be over enthusiastic and say things like "the best suppliers", "the biggest range of" etc. And, don't make your description too long. Around 150 - 200 characters is just fine. Remember - search engines are clever and they have ways of filtering out this sort of stuff.
There are many other important rules for getting your site a top 10 ranking in the search engines and if a web site is to be listed then they MUST be followed - but those are for another day.
We will however leave you with the following...
THINK CAREFULLY
Think about it like this...if you went into a library and said "book" to
the librarian you'd be met with a blank stare. If on the other hand you said "I
want a book on new world wines" then you'd be guaranteed a result. Search
engines are exactly the same and they give results based on the information
they have about web sites. If a web site gives the search engine what it wants
then it will be high up the list.
If you want to optimise your site for the search engines then be prepared to work very hard at getting it right. If you don't have the skills or the time to do it for yourself then seek professional help. Either way, it will pay dividends.
If you would like more information on how to make your site more search engine friendly then please contact us>>.
A NOTE FOR LAWYERS AND OTHER SUCHLIKES
The above information is general and provided as is and without any warranty. We do not accept any responsibility or liability for any consequences from its use or misuse.