Importance and usage of Meta Tags and Content HTML in your SEO process

Gyula Olah - electrical engineer, author, publisher

Gyula Olah – electrical engineer, author, publisher

According to the results of the recent research (conducted by respected companies), more than 99% of all those who go online to find something, use a search engine. It is another conclusion, that if you are not on the first page of search results (SERP), more than 60% of Internet users will not find you!

On this page, I’ll attempt to describe the appropriate usage of Meta Tags such as Title, Description and Keywords, together with IMG ALT and Content HTML.

Before jumping into this topic directly, let’s see the most important parts  of a website (from SEO aspects):

1. Page Title

The Title of your Page (site or blog) is the most important ingredient if you examine search engine rankings from deep inside. Some crawling robots will index only your Title and only this result will be appeared among their search results. Therefore, your Title should contain the most important, unique keywords (3 to 5). When people use any search engines during the search query, they will type in their keywords to find the desired product or service. Because you want to be found on the Internet, you must use the same keywords. If their keywords and yours match together and you are on the first search results page (SERP), you will definitely find yourself in a lucky position. If you want to learn more, please feel free to visit my post: Use Keywords In Page Titles.

2. Meta Description

However, this is not as important factor as the Page Title, a good Meta Description will definitely help people to understand what your site or blog is about. A poorly constructed Meta Description may warn off your forthcoming visitors, so they will choose another site to visit instead of yours. Meta Description must contain the same keywords you used in your Title. Read more on my post: Write Description For Your Web Page.

3. Meta Keywords

However, keywords are not as important as they once were, even though try to use the most relevant keywords, which are close to your niche, and able to describe your content exactly. You should use not only single keywords, but keyword-phrases with 2, 3 or even more tags. Avoid keyword-stuffing, duplicated keywords, because it causes a negative effect by some search engines. I have to highlight the importance of the well-chosen keyword density (3-5% related to the full content), too. Read more about keywords on my post: Some Tips How To Choose Keywords For Your Web Site, and Keyword Density: Keyword Density And How To Check It Within Web Pages..

Remark: Title, Description and Keywords are basic elements of Meta Tags. Read more about it on my post: What Are Meta Tags – The Basic HTML Structure Of A Web Page .

4. Page Content

This is the main part of your Page. Your carefully written content must be relevant to your Title and Description, and vice versa. You should highlight your keywords in your content, so you would want to use the so-called Heading Elements (H tags such as H1, H2, H3, and so on), and other techniques such as bolding. Using a well-constructed content will not only attract the visitors, but you will able to sustain them.
Learn more about this topic on my posts: H Tags, Headings And Subheadings In Web Page Contents & Writing Web Content For Pages, Posts, Comments

5. Image ALT tags

Images look nice on your website, but search engines cannot see how beautiful they are in the reality. Basically, the IMG ALT (ALTernative Text) was created for interpreting to search engines what the image represents. Not every search engine index the text found in this tag, but they love it (especially Google).

What is Visibility, and how to measure it?

What is Visibility? I usually ask for help from ScrubTheWeb.com, and use the Search Engine Visibility Meter they are providing on their site. As they define it:

“Search Engine Visibility Meter™ is a measurement of how well this Web page visually compares against other Web pages on the Internet. This score does not include other important SEO elements, such as keyword search highlighting, keyword placement analysis and other on-page factors that can dramatically affect your search engine rankings. For this type of analysis you need to use our Web Page Analyzer.” – ScrubTheWeb.com.

So, it is enough from writing. Let’s see a real SEO optimization process – and, together with it the correct usage of Meta Tags – in practice!

I created a video about a quick, simplified SEO optimization process. On the video, I’ll carry out this process directly in front of your eyes!

In advance: We’ll examine the Visibility of 4, for-only-this-purpose built HTML scripts and you will be given the chance to learn the usage of Meta Tags during the process..

The topic of the scripts is Search Engine Optimization (what else?), an excerpt from this, current article you are reading.

In all cases, we’ll use the above mentioned, ScrubTheWeb‘s (PR6) very useful, FREE Visibility Score Meter.

I have created a Test Directory, as http://xdsellers.com/seotest/. In this directory, I have placed 4, pre-made HTML scripts (you can check them out just clicking on the appropriate links below) with the same content, but with ”slight” changes. We will examine their Visibility, step-by-step.

For creating and editing these scripts, I used Notepad++ HTML editor software, because of its excellent benefits such as coding-encoding opportunities, and running possibilities in different browsers.
(If you don’t know Notepad++, I want only to mention, that using it is similar to the simple Notepad (shipped with almost Windows versions), but it has some expanded features, and it is an excellent HTML editor. Don’t be afraid it! Downloading and using Notepad++ is free – running in the MS Windows environment, its use is governed by GPL License. The installation process will take approx. 2 minutes. Click on the link, if you want to download it immediately: http://notepad-plus-plus.org).

I have made this action simply to present you the significant differences in the Visibility of the particular scripts if something important is Missing, or Added. These scripts are as follows:

You can follow the changes, if you watch the video below:

This presentation was made to highlight the importance of Title, Meta Description and Keywords tags. If you examine the keyword density, and other vital SEO elements, you will definitely gain higher search engine ranking. If you want to read more about Keyword Density, please visit my post: Keyword Density And How To Check It Within Web Pages.
I’d like to summarize the results you have seen on the video. See the amazing changes in the Visibility Score of the test pages:

Step 1: Simple Text, NO Title and NO Description and NO Keywords and NO Headings

Search Engine Visibility Score Of The Example Page, Step 1 - Importance And Usage Of Meta Tags

Search Engine Visibility Score Of The Example Page, Step 1 – Importance And Usage Of Meta Tags

Step2: Text With Title, BUT NO Description and NO Keywords and NO Headings

Search Engine Visibility Score Of The Example Page, Step 2 - Importance And Usage Of Meta Tags

Search Engine Visibility Score Of The Example Page, Step 2 – Importance And Usage Of Meta Tags

Step3: Text With Title and Description, BUT NO Keywords and NO Headings

Search Engine Visibility Score Of The Example Page, Step 3 - Importance And Usage Of Meta Tags

Search Engine Visibility Score Of The Example Page, Step 3 – Importance And Usage Of Meta Tags

Step4: Text With Title and Description and Keywords and Headings

Search Engine Visibility Score Of The Example Page, Step 4 - Importance And Usage Of Meta Tags

Search Engine Visibility Score Of The Example Page, Step 4 – Importance And Usage Of Meta Tags

Conclusion:

It is not so difficult task to increase the Visibility of your site at the beginning, but it is more difficult to refine it. I mean, if you use only your pure text content without Meta Tags, the Visibility Score of your site is only 15-30 %. As you can see, it is not so difficult to reach 55-70% of Visibility with selecting the appropriate keywords and ingredients. But, improving it to reach 75% or above, that is definitely an art but not impossible.

For example, below you can see the Visibility Score of XDSellers.com (the main page of the site of SEO tests) on 20th March 2014:

Search Engine Visibility Meter Score, presented by ScrubTheWeb.com - Visibility Score of XDSellers.com - 20th March 2014 - Importance And Usage Of Meta Tags

Search Engine Visibility Meter Score, presented by ScrubTheWeb.com – Visibility Score of XDSellers.com – 20th March 2014 – Importance And Usage Of Meta Tags

(If you want to examine the current Visibility Score of this site, SEOServiceGuide.com, or want to analyze yours, go to The Basics Of Search Engine Optimization or Meta Tag Analyzer And Search Engine Visibility Meter pages on this site.)

Why is it difficult to go with the score above 80%? You can find many other factors, as well. First, in order to fine-tune your page’s Visibility (and lift its Visibility above 80%), you have to know the defining factors – I’ve mentioned above – exactly. On the other hand, even if you are familiar with all techniques, you have to be aware of the fact, how tedious it is, indeed.
Nonetheless, using other tools can help you in this time-consuming process, and able to shorten the whole process. I’d like to highlight one of them (I use it day-by-day), which has already helped me a lot in improving the Visibility of my sites:

This name of this useful tool is: Web Page Analyzer.

Web Page Analyzer is not a mystery. When I begun dealing with developing web pages and sites, I was looking for a tool, which could have eased my work and could have presented the required results immediately, together with as little investment as it was possible. Yes, I’ve found it, and I recommend you to use it as well. Even if you only want to know the simple fact, how effective work was done by you, or your developer, you want to have the appropriate data served by any kind of Analyzer.

How to get higher search engine ranking with Web Page Analyzer?

Basically, using ScrubTheWeb’s Visibility Meter is Free. If you want to get more exact data, you would want to have more detailed information about the entire site, how a particular search engine, its “spiders” see it. Here comes the importance of Web Page Analyzer. It will give you all data you would need. Reading, analyzing and interpreting this detailed report, you will be able to make further decisions to improve the Visibility, or even mending the (X)HTML script of your page.

A complete Web Page Analyzer’s report includes the following data:

A. Basic Page Analysis

1. Server (software)
2. Google PageRank™
3. Host IP Address
4. IP Address (or ISP) Location
5. IP Address Registered to (Organization)
6. Reverse IP Hostname
7. Responsible ISP
8. More Info
9. Date Last Modified
10. Charset (encoding such as utf-8, ISO, and so on)
11. Language (EN, JP, GE, FR, HU or other languages)
12. Document Size (in kBytes)
13. Warnings (if any)
14. Keywords Found in URL
15. Duplicated html, head or body Tags found in the document

Keyword Search Results
Page Content Recommendations

B. Title Tag Analysis

Keyword Search Results (with density)
TITLE Tag Recommendations

C. Meta Description Tag Analysis

Keyword Search Results (with density)
Meta Description Tag Recommendations:

D. Meta Keywords Tag Analysis

Keyword Search Results (with density)
Meta Keywords Tag Recommendations

E. IMG ALT Tag Analysis

Keyword Search Results (with density)
IMG ALT Tag Recommendations

F. Keyword Density Analysis

1. Number of Indexable worlds in the document, based on Google Search
2. Entire Web page, total keyword density
3. Title Tag, total and page-related keyword density
4. Meta Decription Tag, total and page-related keyword density
5. Meta Keywords Tag, total and page-related keyword density
6. IMG ALT Tag, total and page-related keyword density

Table of the Top 50 Most Frequently Found Indexable Words (based on the calculation: Word frequency / total of ALL words found in the document = Density)

F. Top Keyword Phrase Analysis

The Top Keyword Phrase Analysis report table includes the Meta Description Tag, the Meta Keywords Tag, the IMG ALT Tags as well as other viewable words found in the document. Only phrases repeated at least 2 times are included in this report.
Keyword Density Recommendations.

G. HTML/XHTML Tags Analysis

The table will contain the number of Found (X)HTML Tags, such as <span> – </span> tags 30 times, <br /> tag 35 times, <p> – </p> tags 15 times, or <a> – </a> tags 20times, and so on.
Good advice is included, as a Notice: Tips what to do better

H. Basic Example of a Robot Search Engine Listing

Basic Example of a Robot Search Engine Listing - Importance And Usage Of Meta Tags

Basic Example of a Robot Search Engine Listing – Importance And Usage Of Meta Tags

Notice: With Easy Submit, in the FREE version, you may submit your web site or page to 10 Search Engines (ScrubTheWeb.com, SonicRun.com, ExaLead.com, Rediff.com, EntireWeb.com, AxxaSearch.com, ActiveSearchResults.com, ExactSeek.com, FyberSearch.com, Boitho.com). As a Member, you may submit your site up to 40 Search Engines.

I. How a Robot May See the Page

This is a color-coded content of your entire site. See the example below!

An example, how a robot may see your page - Importance And Usage Of Meta Tags

An example, how a robot may see your page – Importance And Usage Of Meta Tags

J. (X)HTML validation

Basically, it is an error-report (if any). Using this list, you can repair your (X)HTML spelling, and correct your errors. This (X)HTML Validator may produce a 99% correct suggestion, what, where, and how to change or correct. This is an another list, where your mistakes were corrected.

Why this analysis report can be good and useful for you? You will be aware of the status of your page, and you will be able to correct your errors (if any)!

So, you could see in practice how important ingredient is the correct and appropriate usage of Meta Tags, Page Title, Description, Keywords, IMG Alt, Content HTML during building a web site.

I hope I could help you with this explanation.

Thanks for reading!

Gyula Olah electrical engineer, author, publisher, the owner of SEO Service Guide site.


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