Meta Tags are the primary focus of Search Engine Optimization (SEO) firms. This group of specialized Internet marketers, employs a variety of strategies to improve a website’s ranking; in popular search engines.

Meta Tags provide search engines with structured meta data about your webpage; allowing it to be categorized and indexed effectively. The Meta Tags are placed in the head section of an HTML or XHTML document, and specify a page description, relevant keywords and other relevant meta data.

With that being said, here are two (2) very important things you need to know about your meta data content, and it’s effect on your search engine marketing efforts.

1. In April 2007, SEO leaders concluded that (in respect to Google) having keywords in the meta-content; were of little or no value. Furthermore (in September of 2009), Matt Cutts substantiated this claim, by saying that Google is no longer taking keywords into account; whatsoever. Nevertheless, the Yahoo! Search Engine has indicated that it still makes use of the keywords Meta Tag, in conjunction with other factors; for improving a website’s Yahoo! rankings.
2. The Description attribute provides a concise explanation of a Web page’s content. This allows webpage authors to offer a more meaningful description, than might be displayed if Search Engines were unable to generate a description; based on the existing page content. The Meta Tag description is often (but not always) displayed on search engine results pages; in the form of a snippet.

Meta Tag Influence on Search Results

All things considered, Meta Tags have significantly less effect on search engine results, than the volume of incoming links from related websites, the quantity and quality of your content; and consistent search and visitor traffic.

My Summary: Meta Tags, when used in partnership with related inbound links, relevant content and consistent website/search traffic; equals SEO success.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

I cannot stress enough, how important conducting thorough and comprehensive Industry research really is; to the success of your online venture. You must ask yourself some really tough questions, and then seek out dependable answers; from peers and Industry experts.

The valuable information collected through your efforts, will ensure that you have the necessary information; to determined the most effective digital PR services and Internet marketing strategy. A detailed assessment of the strengths and weaknesses of your current and potential competitors, provides strategic offensive and defensive information; to help identify potential opportunities and threats.

Failure to be thorough, could place your company at risk of overlooking competitive blind-spots. When your research is complete, you will have comprehensive answers; to the following four (4) important questions:

1. What is your industry? Clearly defined scope and nature.
2. Who are your top 3 competitors?
3. Who are your clients/customers?
4. What benefits do your clients/customers expect?

Collecting information about the competition in your Industry, offers you a clear competitive advantage. A properly generated profile of Industry rivals, could reveal weaknesses that can be easily exploited; and provide the strategic agility to anticipate a response. Furthermore, if a weakness or niche is exposed, an offensive strategy can be implemented more quickly; capitalizing on your strengths. In similar fashion, brand and reputation management teams can employ a defensive strategy, to efficiently counter the threat of an attack on your reputation; and avoid exposing your own weaknesses.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

A personal visit to either the business’ brick and mortar store, or to their website; is the best starting point. You can educate yourself about a competitor’s products and services, pricing, and past/upcoming promotional strategies. For some, this can be a difficult process.

Listed below are three (3) proven methods, of collecting the detailed information; you will require:

1. Recorded Information: Seek-out publicly available information about your competitors. Regional, National or International newspapers, magazines, and online publications, all contain prudent information; about the companies you are researching. As well, press releases, annual reports and product brochures are easily available, and may contain valuable facts and figures; published internally or externally.
2. Observed Information: To effectively acquire this type of information, you must actively seek-out, and assemble the data you need; from as many resources as necessary. Begin with examining your competitor’s pricing, strategic partnerships and proven distribution methods.
3. Opportunistic Information: Collection of this type of information requires detailed planning and and organization. In many instances, this information will result from discussions with current/past suppliers, customers and employees of your competitors.

Make several repeat visits to your arsenal of informative resources. Pay close attention to how competitors greet their customers, address consumer concerns, create a brand and add value to their prices. Perform a Google, Yahoo! and Bing search of your competitors name, to effectively determine what other people are saying; about the competition.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

Before you can begin the selection of keywords or phrases, you must confidently know the answers; to these important questions:

• Who are my competitors? Be certain to conduct a detailed analysis of your competition.
• Do my competitors have an established brand?
• Who are my target consumers?
• Where do my target consumers live?
• Where do my target consumers and competitors socialize?
• What are my established methods of delivery?
• What keywords or phrases are consumers using to find my business, product, service; on the Web?
• What is the competition like for ideal keywords/phrases? How many competing websites?

The quest for your most effective keywords should begin with your completed Competitor Analysis Worksheet, three (3) blank pieces of paper, a pen (or pencil) and these 10 steps:

Step 1: Make a list of your most popular/profitable products or services. Consider which products have the largest profit, are cost-effective for shipping, have the most consistent consumer demand and the least Industry competition. Selling a handful low profit, high shipping cost items; will (over time) prove to be detrimental.

Step 2: Beside each product/service, write 3-5 words (each) to describe them. In some instances it can be beneficial to offer detailed suggestions. Using golf balls as an example, motivated consumers are using detailed search terms; that include brand and color. The search term “golf balls” is too general a term, to capture a targeted audience; that is possibly two steps away from a purchase. Use a Thesaurus, if necessary.

Step 3: Combine the words that you have chosen, to create as many two or three word phrases; as you can. Try to use the most descriptive terms, in your suggestions. Consider using local, regional or neighborhood specific terms.

Step 4: Write down 5 search terms or phrases, YOU would use to find your Website. Although you are well educated on your products/services, your consumer is likely not. Avoid using uncommon references, or slang terms. Once again, consider using local, regional or neighborhood specific terms.

Step 5: Compare the results from steps 3 and 4 and circle the most common words/phrases.

Step 6: Make a short list of the 5 most common words/phrases.

Step 7: Sign up for a Google Account at http://google.com. This will allow you access to Webmaster Tools. Google Webmaster Tools is a free web service provided by Google for webmasters. It allows website owners/managers, to check indexing status and more effectively optimize the visibility of their websites. The valuable tools contained within, will allow you to successfully:

• Submit and check the status of your sitemap.
• Check and set the crawl rate.
• Review current statistics about how the Googlebot accesses your website.
• Generate and check a robots.txt file.
• List internal and external pages that link to the website.
• Monitor keyword searches on Google led to the website being listed in the SERPs, including click through rates of such results.
• Review statistics about how Google indexes the website, and if any errors have been discovered.
• Set a preferred domain (e.g. prefer http://wealmedia.com over using the www, or perhaps the reverse). This determines how the website’s url, will be displayed in SERPs. Most importantly, this determines the URL you must use consistently in your optimization efforts.

A persistent problem noted by webmasters, is that when the Googlebot visits; it takes up an enormous amount of bandwidth. This can cause websites to exceed their limited bandwidth, and be temporarily taken down. This is especially troublesome for mirror sites, which host many gigabytes of data. Google Webmaster Tools allows website owners to throttle the crawl rate; thus avoiding the problem.

Step 8: One at a time, perform a keyword competition search on each of your chosen keyword/phrases. Make note of the keyword traffic, keyword competition and trend.

{Record the data collected, on the SEO Keywords Worksheet provided.}

Step 9: List your words/phrases in order of search traffic, most traffic to least traffic. Repeat this step, using the search competition data you have collected. Review results side-by-side.

Step 10: Identify the most common keyword/phrase, which appears closest to the top of your lists.

One of the early goals of your search engine marketing campaign, is to discover (at least) one search term, that generates a satisfactory amount of consumer search traffic (approx. 42K per month); with the least amount of search competition. Once you have determined the most appealing keyword/phrase, I strongly recommend committing yourself to it. Do not discount other effective keywords/phrases, you have discovered in your detailed research. I aim for a total of 13 words when selecting keywords, for optimization. However, for the purpose of your optimization efforts, it is strongly recommended that you focus on a single keyword/phrase. A bird in the hand; is worth two in the bush.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

Once you have completed your detailed and comprehensive market/Industry research, it is time to apply this valuable information; to your Meta Tag construction. The valuable information that you have compiled, will set the direction and focus of your social media and search engine marketing efforts; now and in the future. If you have been successful, your strategies will showcase your website and brand; to thousands of targeted and motivated consumers.

When addressing the content of your website Meta Tags, it is very important to exercise continuity. Your Title should be reflective of your keywords, and your keywords should be reflected in your description. Is it beginning to sound repetitive? It’s supposed to be.

With that being said, here are six (6) guidelines to follow, when determining and implementing the appropriate content and format; for effective Meta Tag keywords and description:

1. Select only five (5) keywords or keyword phrases/terms.
2. Never use more than three (3) words in a primary keyword phrase/term.
3. Line up your keywords / phrases / terms to resemble a sentence- most important ones first.
4. Keywords / phrases / terms should not exceed 150 characters.
5. Use all five (5) keywords / phrases / terms in your description. Maximum of three (3) applications per one hundred (100) words.
6. Description should not exceed one hundred and fifty (150) words.

When complete, your Meta Tag content should look something like this:

<title>Small Business Advice- Helping you grow your small business</title>

<meta name=”description” content=”Our small business experts offer dependable small business advice to help new business start up or small business grow, and to help generate profit.”>

<meta name=”keywords” content=”small business advice, help small business, grow small business, new business start up”>

Your website’s Meta Tags are your business card or greeting card to search engines, and provide the foundation for brand building in the eyes of search engines; and Internet consumers. Meta Tags provide the first, and often lasting impression, and strongly influence your indexing; and subsequent placement in search results. Considering their importance, you must take as much time as is necessary, to properly research and develop the most effective and keyword rich Meta Tags possible.

In the future, keep an eye on your search engine snippets, and adjust your Meta Tags as required. Maintain consistency throughout your Title, keywords, Meta description and website content; to enjoy the most effective results.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.