Optimization Tags And Content

Website Traffic And Search Engine Optimization: Title, Tags And Content
By Donovan Baldwin

Search engine optimization is primarily about getting your website tuned up to optimum effectiveness as far as search engines are concerned. However, the intent is to get a good search engine placement so that more humans will be exposed to the "opportunity" to visit your website. If done properly, the steps you take to optimize your website for search engines can also often be used to optimize your site to get website traffic. After all, it accomplishes little to get a good ranking by a search engine and yet be passed over by the human viewing the search engine results.

In another article, "Website Traffic And Search Engine Optimization: The Domain Name", I pointed out ways in which choosing the right domain name could be a step towards search engine optimization AND increased website traffic prior to the registration of the domain name and website design considerations. In this article, I would like to discuss four basic areas that should be considered in planning and designing the website itself:

1. The Title Of The Website

2. The Meta Tags

a. The Description Meta Tag

b. The Keyword Meta Tag

c. The Revisit Meta Tag

3. The Content Of The Website

THE TITLE OF THE WEBSITE IS THE HEADLINE

If you think of your website as the best advertisement you can design and construct about your business or product, then the title is the headline. The title is embedded in the head of the website. Most objects in the head are normally visible only to search engines. However, the title is visible to both search engines and visitors. In fact, the title of the website is normally the first clue a potential visitor has about your website, as it is commonly displayed as the first identifying text someone sees when they get a list of websites from a search engine after entering a search. The title will also normally be seen in the line at the top of the page. Titles should be five to ten words long, 70 to 80 characters.

As with the domain name, the title will be scrutinized by the search engine as to its relevance to the search topic. Part of the ranking awarded by the search engine, part of the placement in the list of returns may be influenced by the wording, or words, of the title. In speaking of domain names, I explained that using key words or phrases, hence the term "keywords", in the domain name itself could help raise the placement of the website. Continuing this use of keywords into the title can assist this as well. For example, the domain bicycle-parts.com, may be enhanced by a title that uses the words "bicycle parts"; "Bob's bicycle parts and service." Thinking in terms of a headline, maybe Bob would want a title that reads, "Best bicycle parts delivered to your door."

THE META TAGS TALK TO THE SEARCH ENGINE

Meta tags are snippets of code which are placed within the head. Normally, they only speak to the search engine, but not having the right ones could cost your website its rightful placement, and could create a poor impression with potential visitors. While there are several Meta tags which could be of importance, there are two that are extremely valuable, and I am going to recommend one other that, while not necessary, may be of value.