META Tags are Dead, Right? So Why Do I Need Them?

By Karon Thackston © 2010, All Rights Reserved

One of the first, and most basic, elements of search engine optimization (SEO) is META tags.  Almost everyone quickly discovers the title, description and keyword tag located in the HTML coding of each web page.  However, there are many misconceptions and myths floating around online. Let’s take a minute to go through the latest information about these tags so you’ll know what you need to create and why.

Title Tag

The title tag is actually not a META tag. It is simply the title given to a particular page of your site.  If you’ll look in the source code of most any web page, you’ll see something that looks like this. (I’ve added bolding to make it easier to read.)

<html>
<head>
<title>Web & SEO copywriting course that increases sales
& search engine positioning.</title>
<meta name="description" content="The original Step-by-Step Copywriting
Course teaches SEO & web copywriting. 209-page self-scoring copywriting
course complete with assignments and answers.">
<meta name="keywords" content="copywriting course, learn copywriting,
SEO copywriting course">

The title holds a lot of weight with Google and other engines.  It also is the first exposure searchers have to your website so it must play a dual role.  First, it should contain at least your primary keyphrase.  If there is room, insert others as well.  Second, it should entice the searcher to click to your site as opposed to choosing any other option such as the other nine organic listings, 10-11 paid AdWords ads and possibly an eight-pack of local listings.

Just filling your title tag with keyphrases is usually not the best route to take, in my opinion.  While it is important to the rankings equation, it also must fulfill its status as a copywriting platform.  You have to get across why your site is different or better than the others the searcher will encounter. You have to attract people who are interested in what you sell and discourage those who really don’t match your target market.

For instance, using the same example above, let’s see what types of listings would appear when we do a search for “copywriting course” in Google.  We’ll look at the top four organic (free) results.

The first one includes keyphrases and also specifically outlines what type of copywriting course this is: Web and SEO.  That would tell anyone looking to learn direct mail or other forms of copywriting to look elsewhere.  The title is very specific and clear.

The second listing’s title is just stuffed with keyphrases.  In fact, it doesn’t look like it has anything to do with copywriting courses based on the description. (Take note of how the two work together. We’ll look at the description tag next.)

The third offers copywriting course reviews. Simple and clear enough.

The forth title is lacking.  It states the company’s name.  No keyphrase at all.  If people are familiar with this organization, that tag would be fine.  But for those who don’t know who American Writers is, the tag would do little to persuade them.  No keyphrase + no persuasion = poor results.

How long should the title tag be?  In reality, it can be as long as you want.  However, only around 65-70 characters (including spaces) will be displayed.  The rest will be truncated.

Description Tag

While Google no longer uses the description tag for ranking purposes, it is still an important element to include on every page.  Don’t make the mistake of thinking that, just because this tag no longer holds ranking value, it shouldn’t contain keyphrases.  By all means, it should.

When you begin a search for something on Google, you type in whichever terms come to mind that describe what you’re looking for.  You have those phrases on your mind because they represent what you’re trying to find.  You’re sensitive to seeing those words on the screen.  You’re attuned to search listings that use those phrases.  Add all this to the fact that keyphrases are bolded in the description tag and it gives a powerful one-two punch that attracts searchers to your listing.

“But Google doesn’t always display the description tag. Why bother?”  Because eight times out of 10, Google will use the tag you provide *if* it is relevant to the search query.  In other words, if it matches what the searcher is looking for (i.e., includes keyphrases) it is very likely to be used.  It’s the times that the description doesn’t effectively describe the search or when no description is provided that Google opts to select its own description from the content on your page.

The length?  Again, you can put an entire paragraph if you want, but only about 175 characters will show in the listing.

Keyword Tag

The keyword META tag hasn’t been used since the mid-1990s.  It doesn’t hurt to put a few phrases in this tag, including perhaps some common misspellings, but it won’t help your rankings one bit.

Now that you understand the dual purpose of tags and what’s at stake rankings-wise, you can go about crafting a tag set that encourages clicks and contributes to solid search engine positioning.

Want more information about SEO copywriting from Karon Thackston? Subscribe to her Marketing Words Copywriting Blog today at http://www.MarketingWords.com/blog and receive your free target customer discovery questionnaire and ebook Copywriting Makeovers.

.

Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



New Bonus Available to Blog Subscribers

I’ve added a new bonus when you subscribe to receive blog updates via email.  Now, in addition to the ever-popular Target Audience Discovery Worksheet, you’ll also get a copy of my ebook Copywriting Makeovers.  This is a compilation of detailed case studies for clients Marketing Words has helped over the years.

Copywriting Makeovers walks you through the problem, approach, rewrite and results of 8 different types of websites (each with their own, unique problems).  You see exactly what was done and what the results were.

Think someone you might know would benefit from this ebook… spread the word!

.

Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



How to Choose the Correct Length for Your Copy

Confused about what length your copywriting should be?  Never assume!  I’ve got 3 quick tips that will help you figure out just what direction to take.   Watch it below.  Have questions?  Post them in the reply/comments section.

.

Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



How to Stop Writing Rubbish Copy

I found this insightful article today at EConsultancy.com and thought I’d share.  The author makes excellent points about situations that happen all too often in the B2B environment.  Beware!  Don’t let these practices screw up your copy.

It is an all too familiar experience for us to see page after page of succinct, web-friendly, findable copy with clear, bite-sized messaging destroyed by rounds and rounds of “feedback”.

  • First there’s the insertion of inward-facing political messages handed down from board-level management and really meant for shareholders’ ears only (“In the current economic climate we have taken the decision to outsource key deliverables such as our logistical operations…”).
  • Next comes the space-wasting chest-beating hyperbole from Marketing (“We are the leading global solutions provider to the digital imaging market with solutions that are best of breed and bleeding edge…”)

    • Read the entire article.

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    Flip Video Ultra Camera Review

    Here’s the review I promised of my new Flip Ultra video camera.  The links I mentioned in the video are listed below.  I highly recommend this camera… it’s fun and easy to use and very affordable.  (Excuse the horrible lighting… the light in my office is awful. That’s not the camera’s fault!)

    Buy the Flip Video Ultra on Amazon.com

    NAMS4 Conference (Niche Affiliate Marketing System) – I’ll be speaking in Atlanta in August at this conference.  Top-notch way to learn how to create quality money-making websites that drive passive income.

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    Ask Karon: Content vs. Copywriting & Keyword Use in SEO Content

    In this edition of the Ask Karon video column, I answer questions about the difference between content and copy.  I also address a question about the use of keywords when optimizing SEO content.

    The links to the resources I mention in the video are below:

    Self Starters Weekly Tips - Free weekly webinars about online/affiliate marketing.

    Wordtracker Free Bonus – Get your free 7-day Wordtracker trial with 7 how-to videos.

    Do you have questions about copywriting?  Whether it’s SEO copy, PPC copywriting, online copywriting or other types, leave your question in the comments/reply section and I’ll answer it the next time I create a video.

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    New Video Column: “Ask Karon” – Submit Your Copywriting Questions Now

    Karon Thackston’s Marketing Words Copywriting Blog now has a video column: Ask Karon.  Leave your copywriting questions in the comments/reply section. I’ll answer as many as I can via video.

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    How Google’s Expanded Use of Synonyms Impacts SEO Copywriting

    Google Inc.
    Image via Wikipedia

    Relevance is very important when it comes to search results.  The average surfer doesn’t know to type in several different synonyms, yet they get frustrated because they can’t find what they’re looking for.  Google has now taken its use of synonyms up a notch in order to provide more relevant results for its users.

    In a previous article from September 2008, I told you Google had begun including synonyms in their search results in addition to including stemmed words.  However, Google has taken its understanding and use of synonyms one step further and has been awarded a patent for new technology related to the use of synonyms in search.

    For example, the word “photos” could easily be a synonym for “pictures.” But what about a search for “motion pictures?”  “Photos” wouldn’t be a great match, but “movies” would be.  Google can make these types of distinction now with great accuracy.

    In addition to bolding the search terms in search results, Google is also now bolding the synonyms as well.

    As outlined in a post on SEO by the Sea (one of my favorite SEO blogs, by the way), Bill explains that even cities are affected by the new changes.  Searches for” Ft. Meyers” would also return results for “Fort Meyers.”  Likewise, “Washington DC” would return results containing “District of Columbia.”

    What Does This Mean for Copywriting?

    As I’ve said before, you need to include synonyms for your search terms when you write copy in order to improve the relevance of the web page copy or blog post.

    While there is no research to go on at this point (that I know of), I recommend using a single instance of your synonyms so Google can index those along with the rest of the copy.  As an example, if you’re writing content about dinnerware, perhaps also include mentions of china and/or dishes just for good measure.

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    Why Crappy Articles are a Complete Waste of Time

    Visit High Rankings SEO Forum and follow this excellent thread on the correct way to perform article marketing.

    Good stuff!

    .

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post



    Anchor Your Copy to Keep it on Track

    A fisherman's anchor
    Image via Wikipedia

    I was talking with a copywriting coaching client the other week.  During our session, I mentioned that he needed to anchor back to the headline as he wrote his copy.  This is a point where most people get derailed when writing.  Let me explain.

    The headline is – by far - the most important element of any copy, online or off.  It is the most read part that must capture the attention of your prospects in order to cause them to continue reading.  Many copywriters, however, develop excellent headlines, but then veer off into left field while writing.

    Lose 10 Pounds in 10 Days

    For someone that wants to drop a few pounds quickly, this headline would be a big draw.  Your copy might start by empathizing with your target customer, letting him or her know that you understand where they are coming from and that you have a great solution for his/her weight problem.  “Lose 10 Pounds in 10 Days” is what hooked your reader. How do you think they’ll feel if – after the first bit of copy – all you talk about why losing 10 pounds is a desirable goal? Or why losing 10 pounds will make them more healthy?  Those are excellent benefits to include with relation to losing 10 pounds, but that information doesn’t support the headline in and of itself.  It doesn’t reinforce the promise you made… the promise that the reader can lose 10 pounds in 10 days.

    As you write, look back at your headline and ask yourself, “Is this information supporting the headline?”

    If you’ve added a few bullet points to the copy, you might work it this way:

    Lose 10 Pounds in 10 Days

    It seems like an easy task, but losing 10 pounds can be as big a challenge as losing 50 unless you understand these fundamental mistakes most dieters make. Losing 10 pounds is a very desirable goal. You may even have all the right motivation: to be healthy, to look better, to increase your energy.  But failure still looms for most people. That’s precisely why Henry’s Weight Loss System was created.

    Through this unique system of gizmos, your body supernaturally adapts until – at the end of 10 days – you miraculously find you have dropped 10 pounds without even trying.

    Etc., etc., etc.

    Did you follow that?  The last sentence reinforced the headline.  Yes, I empathized.  Yes, I gave benefits.  But I also anchored all that back to the headline so I could remind readers of the original promise that they were interested in.

    If you made a promise, support the promise.  If you asked a question, answer it.  If you don’t keep your prospects engaged, they will leave.  Whether you’re writing an ecommerce product description for a coffeemaker or long-form copy for a new type of software, anchor back to the headline, support the hook that captured your readers’ attention, and you’ll greatly increase the chance of converting them into buyers.

    .

    Reblog this post [with Zemanta]

    Post to Twitter Tweet This Post Post to Plurk Plurk This Post Post to Yahoo Buzz Buzz This Post Post to Delicious Delicious Post to Digg Digg This Post Post to Ping.fm Ping This Post Post to Reddit Reddit Post to StumbleUpon Stumble This Post