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What Are <META> Tags
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<META> tags are HTML tags designed specifically to help search engines catalog your site and they re critical to getting people to your site (For more information on what HTML is and how it works, see 24) The information inside the <META> tags goes in the HEAD section, meaning it doesn t show up on the page at all You can put keywords and descriptions inside them to help automated search engines catalog your site Two <META> tags are important for helping people find your page: description and keywords Each <META> tag looks like this:
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<META name="type" content="text">
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Replace type with either description or keywords, and replace text with the information described in the next two sections
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The description <META> Tag
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The description <META> tag enables you to describe your site in a few sentences and aside from your site name, it s frequently the only description that search engines provide when someone finds your site during a search (See Figure 31-1) As such, the description tag needs to tell users everything they need to know about your site in a sentence or two A good description <META> section looks like this:
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<META name="description" content="Bird feeders and bird nestboxes for backyard and garden birds ShelterHut is a modular birding station with nature habitats for wrens, bluebirds, hummingbirds, purple martins">
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In addition to providing a short summary of your site, the description <META> tag also needs to contain important, descriptive words because the text in the description <META> tag counts more than the <META> keywords and more than the same text within the body of the page when weighting search results Therefore, you need to write and rewrite the description <META> tag until it is as short as possible, yet still describes the essence of that page and uses all the important
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Figure 31-1
The description <META> tag, as it shows up on a search engine
keywords That s difficult to do, but it may be one of the most important things you can do for your site The reason you need to keep the <META> tag short is so that the important words in the description represent the highest possible percentage of the total number of words in the description For example, if an important keyword for you is chocolate, and your description is 50 words long, then this keyword is only 2 percent of the description <META> tag On the other hand, if your description is ten words long, the keyword chocolate represents 10 percent of the description Search engines compare the words in the description <META> tag to the words used in the body of the page, to make sure that the words in the description <META> tag are actually used on the page The search engines do this because sleazy web site operators have tried inserting thousands of different (and unrelated) keywords in attempts to have their web pages appear on search results for which their sites are totally inappropriate
31:
Building Traffic to Your Web Site
The keywords <META> Tag
The keywords <META> tag contains keywords that may be used throughout the body of the web page The list of keywords helps you to increase the weight applied to the ranking by the search engines, by indicating that certain words in the body are important A keywords <META> tag looks like this, separating the keywords (and key phrases) with commas:
<META name="keywords" content="backyard, common birds, bird, bird feeder, bird house, nesting box, birding, wild bird, nature, songbirds, bluebird, purple martin">
Choosing keywords is important because you want to strike a balance between specific and general After all, putting Internet as a keyword means that you ll be sharing that keyword with 109 million other web sites On the other hand, choosing something too specific, like antidisestablishmentarianism, means that people will have to be doing some pretty strange searches to stumble upon your site Your best bet is to put in a bunch of general keywords, then put in more specific keywords that relate only to your site, and hope that people look for, say, bluebird nesting box After your site has been online for a while, look through your web site logs to see what keywords people are typing to find your site, and refine your list of keywords Because of the way search engines look at <META> tags changes periodically (and some engines won t look at <META> tags if they re formatted improperly), you can use an online automated service to analyze your web pages to help ensure that they are suitable to the majority of search engines You can get some tutorials on current search engine philosophy at wwwsiteownercom
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