Ask Kalena

Hi Everyone

From early days learning SEO, I went ahead and did all my meta descriptions with a bit of blurb about the page but my *Guru* has told me this is incorrect and I should include only the title of the page in the meta description, eg “Antique Dining Chairs” whereas I had put in “Antique Dining Chairs – over 500 chairs on display at the Glebe Antique Centre. Dining chairs to match your table, occasional chairs for that special place in your home”.

Any thoughts before I go and change everything yet again?

Christine

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Hi Christine

From where I’m sitting, your *guru* is wrong. Remember, your meta description tag is often used as the snippet on the search results pages to describe your site.

So apart from including keywords, it has to do the job of convincing people to click on it. A nonsensical list of keywords is not going to convince people to click so you have to balance it out with an appealing sentence, preferably including a call-to-action or reason to click.

Yes, it’s important to put your keywords at the start of the tag if you can, but you have up to 160 characters in that tag indexed by search engines, so you should use the space to your advantage. Having a short, unimaginative meta description or simply copying your title tag is not going to make any difference to your overall rankings and is more likely to turn your potential visitors off.

Google admitted that it no longer considers the meta description tag in their ranking algorithm anyway, so, other search engines aside, the main job of the tag in Google SERPs is to convince people to click on the link and visit your site.

Put it this way: if you were in the market for an antique chair and you saw the following two listings in Google, which one would you click on?

• Site1.com – “Antique Dining Chairs.”
  
• Site2.com – “Antique Dining Chairs – over 500 chairs on display at the Glebe Antique Centre. Dining chairs to match your table, occasional chairs for that special place in your home.“

I’m thinking Site2.com – am I right? And – oh look! The longer tag managed to include *dining chairs* twice and a whole bunch of other keyword phrases as well: *dining chairs Glebe*, *chairs Glebe*, *occasional chairs*, *Antique(s) Glebe*.

Case closed.

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Hi Kalena

I’m just reading over Rand Fishkin’s article Title Tag SEO Best Practices referenced in SEO 101 and I have a quick question regarding the bit below:

“Many SEO firms recommend using the brand name at the end of a title tag instead, and there are times when this can be a better approach. The differentiating factor is the strength and awareness of the brand in the target market. If it is a well known brand, and it can make a difference in click-through rates in search results, the brand name should be first. If this is not the case, the keyword should be first.”

Do you need to be consistent with the format you use on each page of the site? That is to say if one page would benefit from having the Brand Name first while other pages would have more strength using the Primary and Secondary Keywords first is that okay from a design/authoring point of view?

Thanks,

Tiffeny

Hi Tiffeny

Great question! Every SEO will probably have a different answer to this, but I’m a strong believer in optimizing on a page-by-page basis.

Using the reverse pyramid analogy, every page on your site is a potential doorway, with your home page at the very bottom of the pyramid.

You might assume visitors all come via the home page, but if your site is well optimized, they rarely do. They will arrive via the page that best matched their search query. So you need to optimize each page as though it alone can be found in the search engines.

So you should optimize your title and other tags accordingly, to match the content on each individual page and the keywords you are targeting. If that means putting the keywords at the start of the tag, so be it.

Hope this helps!
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Hi Kalena

In one of your previous posts, you said to include the META keywords tag to provide those search engines that DO support it with as much information as possible about site content so they can index it correctly.

My question is: Which search engines still support the META keywords tag? I know there is the experiment conducted by Danny Sullivan to refer to, but that was posted in 2007. Just want to know what is the latest on this.

Thanks

Stephanie

Hi Stephanie

Here’s a link to the What is SEO? Beginners Guide published by SEOmoz.

According to Chapter Nine of that document, Yahoo! is the only major search engine that still supports the Meta Keywords tag and they claim not to use the content for ranking, but merely for content discovery.

Hope this clarifies things!

Kalena

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Hello Kalena

As I work my way through your SEO101 class, I am using my husband’s business website as my guinea pig. However, he and I have been wondering what happens to ranking once the Title Element, Description tags, and Keywords are altered?

For example, my husband’s website ranks #5 on one search engine. But he’s been (over) paying some company to do his SEO. So if I make changes, with his permission, am I going to mess up what few results he has gotten from this other company’s efforts?

By looking at it, I’d say that my work is already better. I’m just worried about the other stuff “behind the scenes” that this other company has been doing that may be accounting for rank.

To provide a complete picture, I should say he has had no social marketing done on his behalf, no blogging, no updates to his website or keywords, no YouTube videos. I can’t tell WHAT they’ve been doing for the last year.

Any input would be greatly appreciated!

Paula

Hi Paula

First thing you should do is to take a record of the site’s existing title and meta tags, as well as making note of current rankings for target keywords. If you plan on making changes to the visible text on the site pages (recommended) for SEO purposes, you should also make a record of the existing pages prior to your SEO.

That way, if for some reason your SEO experiments don’t result in better rankings, you can revert back to the current versions. But if you are applying what the lessons are teaching you, I am guessing your SEO activity will pay off. No way to know for sure without jumping in and giving it a shot!

Regarding this other company your husband has hired – they should be providing you with a full report of the exact SEO activities they have been undertaking. If they can’t explain or choose not to fully reveal the methods they have been using, there is likely something dodgy going on. Unless their process is completely transparent, I would be very suspicious of any SEO company claiming *behind the scenes* activity.

Hope this helps!

Kalena

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Dear Kalena,

About page description: Do I have to make it all unique for example Description of the site is ’123′ so other pages as Electronics Description is ’123′ or I can make related to category ‘Buy laptop’??

Amr

Hi Amr,

If I am not wrong, I believe that you are referring to the Meta Description Tag which is usually (not always) used by search engines to create a short text preview for each web result displayed for a particular search query.

According to Google, “using identical or similar descriptions on every page of a site isn’t very helpful” and therefore is not recommended. Since no two webpages are ideally the same, each one of them should have a unique description. And since Meta Description Tag is no longer used to rank webpages, there is absolutely not point in stuffing them with keywords.

But it is not just about having unique Meta Description for every webpage; its utility goes far beyond that. Meta Description is like your Ad which is displayed in organic search results. The better your Ad is, the more clicks you are likely to get. It is therefore important that you pay careful attention to each page description you write.

A perfect Page/Meta Description should have the following characteristics:

1. Describe the page content accurately and concisely while staying within the 160 character limit.
2. Serve as a perfect Ad copy – informative and enticing.
3. Incorporate targeted keywords to establish relational relevance between search query and search result, and capitalize on bolding done by search engines.

Writing a killer Ad is not easy and same is the case with Meta Description. Therefore when it comes to writing Meta Description, I usually draw inferences from my best performing Ad Copies. It gives me a good indication of what has and what hasn’t worked for me in the past. You can do the same.

Hope it helps.

Saurav Verma
Kneoteric eSolutions