As I’m sure you’re aware, SEO is a very in-depth topic that requires a lot of expertise in order to perform it proficiently. There are many different facets to search engine optimisation and each one of those also has its depth.

Today we are going to look at the on-page elements of SEO, specifically webpage meta tags. Typically when we are ready to start our on-page optimisation, we have carried out a full technical SEO audit so we understand other contextual elements.

The meta tags that will be the topic of this post are as follows:

  • Meta Title
  • Meta Description
  • Meta Robots

There are other on-page elements but hey are not necessarily classed as ‘meta’ and they are domain, page URL optimisation, alt image tags, exact keyword density and single keyword density.

We’ve already covered the subject of keyword research in a fairly broad manner but just to elaborate: keywords are what our potential audience type into the search engine in order to find whatever you offer. That could be information, products or services. Search engines like Google can give us information regarding the times that a specific keyword is searched on a monthly basis. Once we understand the keywords that are relevant to a specific page on our webpage we then optimise the page for that keyword. This helps us signal to Google that our page is about the keywords we have chosen beforehand. Google will look at specific areas on a page document to determine this. The places where Google will look have different weights in terms of the strength of the signal.

We want our webpages to be as relevant as possible to the search queries (keywords) that are searched for by our target market. Although not disclosed by search engines, having your keyword in your meta tags in the furthest left position signals more weight to that keyword.

Let’s use an example. Let’s say your page is about red leather shoes. You’ve identified the keyword you most want to optimise your page for and that keyword is “red leather shoes”. Different meta tags have different weights of signal strength. One of the strongest meta tags is your title tag. If we had a title tag of “Browse Our Selection of Discount Shoes” then that is not very relevant to our keyword. “Browse Our Selection of Red Leather Shoes” is a lot better as it includes our chosen keyword but it features furthest to the right. The most optimised version would read “Red Leather Shoes Browse Our Selection”. This is the strongest versions because our keyword is in the furthest left position.

If you do use your main keyword in your title tag in the furthest left position be wary if you have your keyword in your domain name, url structure.

We will cover the other meta tags at some point but your title tag is going to be your strongest signal.