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SEO > WALT™ search engine optimisation - Tags
T. -- Tags
This section contains the behind-the-scenes factors which can make that all-important difference. The days of simply stuffing every word imaginable into your “meta keyword” tag have long since passed. However, getting a selective range of relevant keywords into the tags, which show search engine spiders information about what content your page contains, can still be an extremely useful exercise.
Below, we rate the tags in order of their importance
- Title -- this remains the single most important part of any web page. Within just 60 characters, the website must be explained to the end end-user in a way which makes the maximum use of as many keywords as possible. This can often be a fine balancing act, as relevant keywords must be given the best possible prominence, although linking words must also be placed in the title tag in order to allow it to make sense.
Typically, we may spend two to three hours discussing the title tag on each of the other major pages, and this is reviewed regularly to take into account changes in search engine algorithms.
- Hyperlink and hyperlink url. The use of links within a site can have a very important bearing on the ranking, both of the page which contains the link and of the destination page. Search engines will place differing levels of importance on both the keywords in the text which contains the link, and any keywords in url the link is pointing to. When a large number of links are being set up to go to the same place, it can be particularly important to vary the keywords which are used on these links, as over-repetition of the same keyword link many times over leads to penalties on some search engines. Correct usage of the hyperlink tags is especially important when building links within a website, as they influence both the origin and the destination page. More about the methods we use to set up links is explained under that heading.
Although none of the other tags bear the same importance as the title or hyperlink tags, they are all important in their own way. These are the other major tags which we optimise:
Keywords -- a simple but short list of the main keywords which are relevant to the page in question.
Description -- this is a short sentence describing the main content of the page.
Alt tags -- these tags are used to describe the content of images.
H1 & H2 (Header) tags
Alt Tags – these can be used to describe images.
Keyword volume and density
When we review a page which we have just created, we check how many times each major keyword is repeated, and how it is spread throughout the site. Search engines can penalise sites heavily if they are deemed to be abusing the system by repeating keywords too many times, or by concentrating them in a small place, especially in text at the bottom of the page.
More about how we select keywords is explained in the Words section.
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