Part 3 -
HTML & Page Tags
HTML Title Tag;
HTML titles have always been and remain the most important HTML signal that search engines use to understand what a page is about. Bad titles on your pages are like having bad book titles.
Imagine that you wrote 100 different books but gave them all the same exact title. How would anyone understand that they are all about different topics?
Imagine that you wrote 100 different books, and while they did have different titles, the titles weren’t very descriptive — maybe just a single word or two. Again, how would anyone know, at a glance, what the books were about?
So think about what you hope each page will be found for, then craft unique, descriptive titles for each of your pages.
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Meta Description Tag;
Meta description is like the blurb on the back describing the book. It allows you to suggest how you’d like your pages to be described in search listings.
A meta description that contains the keywords searched for (in bold) may catch the user’s eye. A well-crafted meta description may help ‘sell’ that result to the user. Both can result in additional clicks to your site.
Be forewarned, having a meta description tag doesn’t guarantee that your description will actually get used. Search engines may create different descriptions based on what they believe is most relevant for a particular query. But having one increases the odds that what you prefer will appear.
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Structured Data;
Behind the scenes, sites can use specific markup (code) that make it easy for search engines to understand the details of the page content and structure.
The result of structured data often translates into what is called a ‘rich snippet‘, a search listing that has extra bells and whistles that make it more attractive and useful to users. The most common rich snippet you’re likely to encounter is reviews/ratings which usually includes eye-catching stars.
All things being equal, a listing with a rich snippet will get more clicks than one without. And search engines are eager for site owners to embrace structured data.
Structured data has been around for quite some time in various forms. But recently search engines have begun to rely on it more with the advent of Google’s Knowledge Graph and Bing’s Snapshot.
Read More on SEO - Structured Data, Google Knowledge Graph, Google Rich Snippets, Bing Snapshot.
Header H1 & H2 tags;
Headline up at the top of this page? Behind the scenes, HTML code is used to make that a header tag. In this case, an H1 tag.
Sub-headlines on the page? Those also use header tags. Each of them is the next “level” down, using H2 tags.
Header tags are a formal way to identify key sections of a web page. Search engines have long used them as clues to what a page is about. If the words you want to be found for are in header tags, you have a slightly increased chance of appearing in searches for those words.
Header tags are useful when they reflect the logical structure (or outline) of a page. If you have a main headline, use an H1 tag. Relevant subheads should use an H2 tag. Use headers as they make sense and they may reinforce other ranking factors.
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