If your website is not attracting the amount of traffic you’d like, a lack of keyword research and lack of or poorly written and organized Meta Data is the usual suspect.
The first step in driving traffic to your website is to conduct thorough keyword research based on the words used by your ideal customers when they search for your products and/or services. That’s beating a dead horse at this point. However, if you want Google to actually recognize your target keywords and present your website to those potential customers, you must optimize, that is, weave those targeted keywords into your site’s pages and be clever about it.
Meta Data. Think of it as a Table of Contents. When Google wants to know what a webpage is about, they take a read through , crawl, the table of contents in search of keywords that match search queries. Of the three elements of meta data, your title tag is the most important to Google, hence, the most important to everyone who matters. Here’s an example of the connection between a potential customer’s search intent and your title tag.
If someone is in the market for a design/build contractor in Miami, for example, and enters those keywords in a search:
search engines begin to search for websites that contain these keywords within their title tags. After all, what good is a search engine if it doesn’t find what I’m searching for.
Speaking of reading a text, all the best students know how to read quickly and efficiently. They never ever read a textbook straight through. The best ones use the SQ3R method or one similar to it. They read the title, then go through reading “Headings” and “Subheadings” to understand the structure and purpose of the text. Google is an excellent reader. Think of the H1 heading tag as you would the heading of a chapter in a textbook and the H2 as an important but subordinate subheading ( there’s also H3, H4, H5, H6, etc., but they are pretty insignificant as far a search engines are concerned). The H1 and H2 headings should be on each page of a website. They serve as the title of the page visible to both search engines and visitors. They inform both Google and visitors about the purpose and structure of the page. It makes sense, therefore, to “naturally” wrap these headers tags in the same keywords used in the title tag. It adds a flow factor to the reading.
A friendly reminder – one size does not fit all. You do not optimize a website. You optimize each page of the site. Each page should have its own distinct title tag, header tags, and meta description. If they do not, the site is perfectly positioned to get dinged in the head by Google for duplicate content, a BIG no-no. We must agree. Who enjoys reading the same content over and again?
Finally, Meta Descriptions, shh! It’s a secret. Meta descriptions cannot be seen on a website page or within a browser. It appears in search results under the title tag and URL. A meta description is the block of text that describes the content visitors will find on the corresponding webpage.
The keywords included in meta descriptions, those BOLDED, are not ranking factors. They do, however, match the keywords used by users in their search query. They can, therefore, be used to direct traffic to your website thereby increasing your site’s click through rate (CTR), another important Google ranking factor.
It’s all about delivering value to the people who visit your website in search of information, services, or products. They are all looking for answers to solve an existing problem. Your job is to present valuable information that answers the call. If your site enhances the viewer’s experience, even just with heading tags and meta descriptions, this will lead to positive results for your company, the user, and the search engines.
By optimizing keywords into your website pages, it sends a signal to Google letting it know that your content is relevant, valuable, and trustworthy.
Final note, promise: If you do not write your own meta tags, Google will write them for you. They’re excellent readers but no so hot when it comes to writing.