importance of on-page factors
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Meta tags
Importance of meta tags is often argued. Some refer to them as important factor others say meta tags have no importance whatsoever. The truth is, different search engines put different weighed importance on different meta tags, but because some meta tags like keywords are so easy to manipulate and had been largely abused my opinion search engines tend to pay little attention to them.
Nonetheless, I still prep the meta tags on my sites as they still may help if done properly and every bit of help is needed in a competitive field. I will consider three meta tags that I use on my sites as part of search engine optimization – title, description, keywords. Similarly to title, meta tags should be individual to each page and not simply repeated across all pages on your website. Remember – they are meant to provide information about a particular page, otherwise they are of little value.
Importance and even necessity of a title meta tag is hard to establish as it is supposed to provide the same information as the title of the page. In my opinion it can't hurt (unless it is completely different from the title). What I usually do on my pages, is reiterate title text in meta-title.
Description meta tag should do just what ithe name implies – describe what a particular page is about. It can be longer than title (even couple of sentences). Description meta tag is actually one meta tag, which is undoubtfully important. First of all, search engines tend to pay more attention to information contained in description meta tag. Second of all, it is usually displayed in the search engine results right under the page title to give idea to the human reader what a page returned in search results is about. So it is equally important for search engine and a human visitor since a well-written description may persuade the visitor to click on your page among others returned in SERPs.
Keywords meta tag is completely ignored by some major search engines and others pay marginal attention to it – all for the same reason – they are way to easy to manipulate and have been misused for years. However, a properly written keywords meta tag can still be of an advantage. The basic concept to keep in mind when writing a keywords meta tag is to only mention keywords that actually appear in this particular page content. If you simply put every possible keyword you would like to target in this meta tag, but the page contains no information containing these keywords, it is highly unlikely to produce any positive results.