Tips for Meta Description and Keyword Tags

Keyword and description meta tags optimization tutorial for better search engine rankings. Have you ever wondered why some web pages get higher search engine rankings than others? Of course you have, if you are a web developer. You may have read or heard of a hundred ways to improve your page ranking and tried them all. Only to see dismal results and wonder what the heck went wrong.

Been there and done that. So I thought I would let you in on the secrets I use to get my pages to rank high in the search engines. Once you read these tricks you might think that is so obvious I should have thought of it.

Here are the 10 rules I use to search engine optimize a page for keywords and description meta tags.

1. First let’s assume that you already know what the page is about and have already created it. This is not a tutorial on how to write web pages. Rather guidelines for search engine optimization using your meta keywords and description tags.

Depending on the type of page you are creating determines how many keywords you should use. For instance a sales letter is typically 2000 or more words. In that type of page you need to describe all the advantages of your product and why it is the right solution. You will want to get testimonials and place them in appropriate places. You may even want to tell a story relating to how well the product has performed. Don’t over do the page or you will lose your prospect to boredom.

The product page (different from the sales letter) should be between 500 and 750 words. All you are trying to do here is sell a product. Visitors that make it to these pages probably already know what they are looking for and are only looking for specific information. Your job is to convince them that your product is the right one. Beyond that and there is more opportunity for your visitors to disagree with your pitch and move on.

The article page should be at least 1000 words and not more than 5000 words. Okay some might say that 5000 is too long and others have said that isn’t 1000 words aren’t enough words to describe what they have to say. Too long – some say that 500 words is good for an article page. So lets look at this: a person who can read 10 words a second will be through your page in 50 seconds. Not enough time for them to soak up your message. A person reading 3 words a second will take about 2-1/2 minutes. Plenty of time for your message to sink in.

The average reader can read somewhere around 6 words per second. Which would take them 83 seconds to read your 500 word article. Barely enough time to get your visitors comfortable. At 1000 words the average reader will read your page in roughly 3 minutes. At 6 words a second your reader needs around 3 minutes to read a 1000 word article. This plenty of time for the reader to make a decision to click on your most wanted response.

At over 2000 words the average reader will need 5-1/2 minutes to get through it. This is stretching the limit of time most visitors will spend reading one web page. At 5000 words the average reader takes over 13 minutes to read your page. This is well past the amount of time a visitor will need to decide to click on your most wanted response. If your article is really good most people will read all the way through it. If not they are off to the next website in a flash. If you have more than 2000 words you may want to consider breaking the article into 2 pages.

Okay, back to rule #1 use the right amount of words for a particular type of page. Not too many and not too few.

2. Primary meta keyword (the first one) must be an exact match with the file name of your page. This lets the search engines match up your keyword with your page and give your page higher relevancy. Here is an example from: Ocular Defense Formula (Pr2 and #2 in Google). The first keyword for this page is “Ocular Defense Formula.” This seemingly obsure product gets 33,000+ search engine results in Google alone. So it is not that obscure after all. And makes for a good example.

3. Use only 5 keywords in your meta keywords tag. More than that and the search engines might think you are keyword spamming and won’t list your page. The search engines rank your keywords in the order that they appear. This makes the first one the primary keyword and the second one a secondary keyword and so on. You should line your keywords up in the order of relevance to the page. Here is the meta keyword tag I used in this example.

“Ocular Defense Formula, Lutein, Bilberry, eye health, vision”

4. Use all of your keywords in your meta description, with the primary keyword as close to the front as possible. Definitely within the first 5 words of your description. The search engines don’t read your description verbatim, but can find and match them with your keyword list. So try to use them all but don’t repeat them if at all possible. Again if your meta description repeats your keywords too often the search engines might think you are keyword spamming and not list your page, so don’t do it.

5. Meta description should be between 100 and 200 characters. It is important to get a solid description of your page. Less that 100 characters and the search engine may not find it relevant enough to list. More than 200 characters and the search engines may truncate it. Which looks unprofessional on your part. Truncated meta descriptions may leave searchers with the impression that your content will be too wordy and full of you know what. Too short a description and your visitors may think there is not enough information on your page and move on to the next result. So try to get your description just right, not too long and not too short. Here is the meta description for ODF.

“Ocular Defense Formula with Lutein, Bilberry and herbs to support eye health and protect your vision from aging and oxidation. Learn how to improve your visual acuity.”

6. Line up your meta keywords up too resemble a sentence. Although search engines don’t read your keywords as a sentence verbatim, it should reflect well what your page is all about. See the meta keyword tag above.

7. Proof read your content twice. You should always proof read your work before you post for a lot of good reasons like spelling, grammar, placement and paragraph distribution. Once your page looks great proof read it again with your focus on keyword placement and repetition. You want your keywords placed in your content sparingly. What? you say. Again over use of your keywords might result in the search engines thinking you are keyword spamming. That isn’t to say you shouldn’t have too few. My rule of thumb is 3 uses of a keyword for every 300 words. This lets the search engines know that there is a lot of supporting content for the keyword.

As you are proof reading you may discover that you have a much better keyword for your meta tag than what you originally thought. For instance in ODF I discovered that I had left out the keyword “vision”. After proof reading my page I added that keyword to my list and used it a couple more times in the page.

8. Put your meta description all on one line in your html code. This will ensure that the search engines reads it all. I have noticed that some search engine results leave off the second line of a description. That may leave out some of your meta keywords if that happens.

9. Never use more than 3 words for your primary keyword (and file name). People rarely search for a keyword phrase over 3 words long. Too many words in a keyword phrase and the search engines may not find enough relevancy to list your page in the results. Two words in a keyword phrase (and file name) is ideal. For Ocular Defense Formula, I thought 2 words weren’t enough to describe the page. “Ocular Defense” would have been too vague and misleading. I could have named the page something else and optimized for those keywords, but, ODF is a product page and optimizing for something like “Eye Health” would have been misleading and probably not get listed high in the search engines.

10. Use your primary keyword in the first and last paragraph of your page. The search engines will give more relevancy to your page if they find your keywords at the beginning and the end of your page. Also your primary keyword should appear in the first 90 characters of your content.

Bonus tip – Use your primary keyword as a text link in your page only once. Not twice but definitely once. If you don’t want your visitors to leave your page make that link an “add to favorites” bookmark. On a product page this works great because you don’t want to give your visitors the opportunity to go else where.

In summary use these tips to increase your search engine rankings. Optimizing your keyword and descriptions should improve the relevancy of your page and boost your search engine rankings. Notice how I used my primary keyword and description meta tags in this last paragraph.


Tips for Meta Description and Keywords Tags, Meta Description and Keywords Tag Tips


The Top 20-Twenty SEO TOOLS

Sharing the 20 must have tools for every search engine optimisation professional and also crucial for SEO success of any site.

1. Ranking Checker by
2. MultiRank Checker by
3. Fiddler Web Debugging Tool by
4. SEO Analyzer by
5. Strongest Subpages Tool by
6. BackLink Checker by
7. FireFox with the Web Developer Extension by Chris Pederick
8. SEO for FireFox by
9. Google Analytics / Google Webmaster Console by
10. Keyword Selector Tool by
11. XENU’s Link Sleuth by Tilman Hausherr
12. XiNu BETA by Miguel Camps Orteza
13. Keyword Density & Prominence Tool by
14. Visual PageRank by iWebTool.Com
15. GeoTargeting Detection Tool by
16. SelfSEO Page Speed Checker
17. Summit Media’s Spider Simulator
18. Mike’s Marketing Tools
19. FeedBurner
20. WEBCeo

Labels: SEO Tools, Search Engine Optimization, Internet Marketing

Search Engine Optimization (SEO), Content Relevancy and Link Popularity Explained

How does a web page get ranked #1 on Google? There is no doubt that the methods of the 1990s no longer work – and most definitely, not since Google went public in 2004.

Back then, the content of your website’s pages was the major factor. Today, however, having links on the Internet that point back to your website is another important criteria, which will require that you involve yourself in the Internet community.

The later point is a very interesting to consider. How do you involve yourself in the Internet community? What does this have to do with search engine optimization (SEO)? Actually, involving yourself in the Internet community doesn’t directly have anything to do with SEO; however, many people seem to pigeon hole anything related to the search engines into SEO. Therefore, we will need to define the various acronyms that are used in the Internet industry.

The Internet has also created an environment in which institutional control of information has been lost. As a result, control of information has trickled down to the individual level. Imagine the transition from several thousand companies once controlling messages through traditional media to today’s expansive communication via several million individuals free to distribute their own information on the Internet. What you find is that the logic process has also been spread over millions of people; and for this reason, it is harder to explain why certain things happen on the Internet.

Because the Internet has opened the communications to the individual, the individuals are now exposed to the concepts of business. Not everyone has a business degree and most only have a superficial understanding. As such, the definition of marketing and how advertising plays a role in this process is not well understood at the individual level. This has caused improper usage of the various acronyms used on the Internet today.

Marketing and Advertising Defined

Before we can understand the various acronyms being used within the Internet industry, it is important to understand the definitions of marketing vs. advertising.

* ‘Marketing’ is the process or technique of promotion, selling and distributing a product or service. * ‘Advertising’ is to make your product or service publicly known; an announcement to call public attention by emphasizing qualities to arouse a desire to purchase.

You can see from the definitions that advertising is part of marketing. Marketing includes everything about raising the awareness of your business from branding, messaging, public relations, advertising, events, customer relationships and much more. Advertising is a component of marketing and should never be the only method used to promote your business.

Defining SEM, SEA, SEO and LP

Using what we have learned about the definition of marketing, Search Engine Marketing (SEM) would include all processes related to promoting all of your website’s pages with the search engines. Included in this process would be Search Engine Advertising (SEA), which would be the sponsored search advertising – or, what some also refer to as pay-per-click (PPC) advertising. These are the sponsored links along the top, right side and bottom of search results. Also, included in SEM would be SEO and your outreach program on the Internet away from your website that increases the number of links to your website, also known as Link Popularity (LP).

What is SEO?

It is important to understand how to tell the search engines that a particular page of your website is an authority in a particular topic. Keywords and phrases are utilized to communicate this expert status to search engines. You will notice that we are talking about pages of your website. Each page of your website can be optimized for a topic based on its visible content. We are no longer optimizing blindly the entire website for the same information, but using each page to help drive traffic to our website. By all means, this does mean that for a particular search result, visitors may enter your website from somewhere else other than the home page!

Each search engine has a different algorithm in deciding what the person searching is seeking and how relevant the information on the individual pages of your website relates to the search. They take into account the title of the page, the meta description, and the visible text. Some search engines do look at your meta keywords, but not nearly as much as they used to in the past. What you are presenting with visible text is what the visitor will see; and therefore, the content has more value than the Meta keywords. This also prevents spammers and fraudulent websites from hiding their true identity.

Why is SEO Important?

The volume of information on the Internet is staggering. The Internet seems larger than our real world. Search engines have an enormous task to filter all of this information to provide something meaningful to the searcher in a matter of seconds. Compared to the old days of using search tools like Archie and Veronica that required hours and sometimes days finding information on the Internet, the results from the current search engines are significantly improved.

The competition of web pages (whether they are direct competitors or not) as well as your business competitors are all seeking to also be ranked within the first three pages of search results. It is important that you seek out the right resources to help you optimize your pages and give you a fighting chance.

What to do before you SEO

Research, research, research! There are many tools out there that provide you information about what people actually type into the search engine, the number of searches performed over a 30 day period, as well as how many competing web pages exist for that search term. These are the three major parts to the research you are seeking. The search engines can provide you the first two with their tools, while the third item may require you to perform a search in quotes to get a real understanding of the total competing web pages. There are third party tools that can also provide the complete information, however, always keep in mind that the search volume is not an absolute from any source including the search engines. Use the information as a guideline to give you direction. Regardless of the tool(s) you use for your research, they will all provide you options for other key phrases to consider based on your initial entry. This will be helpful to consider other alternatives you may not have thought about.

In this process you will learn two important items.

* First you will learn that the rest of the world may not necessarily search for your website’s products and services the same way you expect them to. For example, you may be ranked number one for a particular term, but if no one is searching for that term, what difference does it make if you’re number one or number 100? Go with what people are searching.

* Secondly, you will want to seek out a balance between the number of searches and the number of competing web pages. The search term that has several million competing web pages will take you longer to rank where as those that are only in the thousands will be easier. Take a look at the search volume to see what would happen if you had 1% of those visitors purchase? Based on what you are selling you may not need to be ranked for terms that have thousands of searches. For your business, those with lower search volumes and less competition may suffice as a foundation.

Consider your research as a starting point, not an end point. You can always change your optimization later; and always keep in mind that you can optimize the pages within your website to cover a variety of possibilities from your research.

What you do to SEO

Search Engine Optimization does require some technical understanding of the HTML code in order to add the necessary meta tags, insure you have the right image alt descriptions, the right link title descriptions and lastly, to appropriately write the visible text on the pages. The elements of this process include the following:


Be sure that your HTML code adheres to the World Wide Web Consortium’s (W3C) standards. Many will ask the question why and the answer is simple. If you adhere to the standards, you can’t go wrong. If you don’t adhere to them, there is a higher chance that it will have a negative effect for browsers and search engines.

HTML structure

Websites with outdated Flash animations, frame designs, and broken links are certainly not going to allow search engines to identify the content of your web pages. Use current coding methods, not table based websites. Can you easily navigate your website? If not, then neither can the search engines; and therefore they cannot identify how to rank your web pages.

Website Flow

Does your website allow a visitor to reach your business objective easily from the point of entry? Make sure you have a call to action on all pages of your website.

Use of all meta-data

Meta data goes beyond Title, Keywords and Descriptions. There are a variety of meta tags that inform search engines about the content of your web page. Use all of them. Don’t forget to have unique Title, Keywords and Descriptions for each of your web pages. Duplicate content is not something the search engines appreciate.

Visible Content

Be sure to have well-written, grammatically correct and spell-checked content to your web pages. If your website becomes a resource for its unique content you are more likely to receive traffic-seeking information about your business.

Your Outreach Program: Link Building

Consider link building as a process that will increase the critical mass of information about your business. The information or content you post (vs. advertise) on the Internet will have a shelf life of years. Therefore, the links to your website will also accumulate over time and also have a shelf life of years.

The more links you have pointing back to your website the more popular your website is considered by the search engines. Based on the content that is posted your website will be considered an authority on that topic.

The process of posting content on the Internet will not only generate traffic from the search engines, but also generate traffic to your website from the websites where the content is posted. Oddly enough you will get traffic from these websites before receiving traffic from the search engines.

Content you will post on the Internet will come in five primary forms: Articles, News Releases, Videos, Photos and Social Media Marketing. The process of content marketing is quite involved and is also labor intensive when done correctly. If you come across anything that may sound like a “link farm”, you will want to run because they will not give you any long term results and are not considered responsible link building.

Finally the link building process comes in three formats: direct links to your website, cross linking content on the Internet, and deep linking to specific pages within your website. Understanding this process becomes a strategy in order for your prospects to find you and have all paths lead back to your website.


Is this an overnight process? Absolutely not! It is an ongoing process that acts not only as a public relations tool, but also as a long term advertising tool. The process of maintaining your website and the content marketing process of link building is something you do daily, weekly and monthly. Part of this process and Internet marketing strategy also requires the initial research process and the measurement of the results and the effects of your efforts.


Labels: Link Building, Link Popularity, Search Engine Marketing, Search Engine Optimization, SEM, SEO

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