What are meta tags and how do they impact SEO? – WAU

In an increasingly competitive scenario in search engines, having a consistent Content Marketing and SEO strategy is no longer an option and becomes mandatory. Thus, it is necessary to understand this strategy from its most basic pillars. One is meta tags. Although it seems just a detail, they […]

In an increasingly competitive scenario in search engines, having a consistent Content Marketing and SEO strategy is no longer an option and becomes mandatory.

Thus, it is necessary to understand this strategy from its most basic pillars.

One is meta tags. Although it seems just a detail, they can make all the difference in your strategy.

In this post, we’ll cover everything you need to know about meta tags and the respective impacts they provide to SEO actions.

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What are meta tags?

Meta tags are HTML commands that describe the content of a page for search engines, that is, they provide data such as a title or brief summary on the subject addressed to external programs – a means for your blog or website to achieve good qualification in search engines.

Through the meta tags it is also possible to indicate the authorship of the person responsible for the development of the page. They are a means of passing instructions to search engines.

They are usually not visible to users, but they are where they conduct their research.

They are dedicated to providing relevant information and giving instructions, so it is important to provide the most important data to the search engine, such as the keyword, for example.

What benefits do meta tags provide to SEO?

In general, meta tags are relevant elements for the SEO strategies of any company, since they are important for the ranking and, therefore, for the flow of visitors to your website.

However, not all of them provide effective results.

Therefore, before deciding to put them into practice, it is necessary to know the functions and characteristics of each of them, dedicating efforts only to those that are really in line with your search engine optimization purposes.

What are the main meta tags for SEO?

Meta description

Description meta tags are responsible for making a web page clickable – the blue links that appear when you search for information on search engines. It is based on the description contained in that link that the user will feel motivated to click or not to visit the page.

In this way, they need to be accurate, well determined and that make it easier to find the key information that the user is looking for. In terms of SEO, it is the description meta tag that will increase the chances of your page being opened.

To do so, the standard description meta tag must meet the ideal size limits, which generally revolve around 140 to 300 characters.

It is also worth mentioning that the meta description must be original: never duplicate or copy.

Meta keywords

Keyword meta tags have been widely used for a number of years to help the search engine interpret the relevance of content published on the web, as its algorithms had difficulty performing this analysis efficiently.

However, webmasters realized that it was possible to achieve a good ranking by including various keywords in the materials of their sites, regardless of whether they had any logical relationship with the essence of the content.

As a result, meta keywords are no longer considered by search engines, as they direct users to pages that have no relation to the object of the search. In addition, they are never shown to the searcher, so there is no justification for Google to use them.

Today, meta keywords are very useful for discovering the keywords that the main competitors used to optimize their respective sites.

Title tag

Among all types of meta tags, the title tag (also known as SEO title) is essential to your SEO strategy – they directly impact search rankings and, unlike other meta tags, are also visible to the user. This makes it easier for them to find what they are really looking for.

Title meta tags are usually displayed in the title of the search result, which appear in blue.

If you want to rank for a specific keyword on Google, it is important to have a specific page and create unique title tags for each one.

In addition, it is essential that the title tags are well written, because although well positioned, they can receive few clicks. Follow some of the best practices for the title tag:

  • avoid repeating the keyword more than once in the title;
  • avoid the forced use of keywords;
  • use between 50 and 68 characters;
  • place the selected keyword for the page at the beginning of the title;
  • do not use the company name at the beginning of the titles, among others.

Meta robots

With robots meta tags you have the possibility to tell search engines what you want them to do with your page. Commands like:

  • Index / Noindex: Indicates your intention to show your page in the search results or not;
  • Follow / Nofolow: Informs what search engines should do with the links on the pages – whether to trust and follow them or not;
  • Noarchive: Instructs Google not to display cache page aversion;
  • Nosnippet: instructs the search engine not to display the page description in its results.

Meta tags are an important tool for ranking, as they make the searcher’s understanding of the content of your pages more understandable.

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