Facilitating Document Access 
with Meta Tags 
Olivier Serrat 
2013 
The views expressed in this presentation are the views...
Titles 
The keywords in 
title tags are a 
powerful means 
with which to 
highlight a page's 
most important 
search terms...
Meta Descriptions 
Meta descriptions appear in search engine results pages. 
Good meta descriptions are written expressly ...
The Hallmarks of Good Meta 
Description 
The title of 
the document 
should not be 
repeated. 
• Do not waste your meta ta...
The Hallmarks of Good Meta 
Description 
The most 
important 
words should 
come first. 
• Even with the 12-word cut-off, ...
Examples of Meta Description 
Bad: This document is a discussion paper and is part of a cross-country 
study on corporate ...
Keywords 
Keywords can make or break your website (or blog): Most of the 
traffic that websites receive come from search e...
The Hallmarks of Good Keywords 
Use the 
longest 
version of 
words. 
• Search engines are smart enough to find 
words suc...
The Hallmarks of Good Keywords 
Use clusters of 
3-4 words, 
with each 
cluster 
separated by 
comma. 
• Users today tend ...
Examples of Good Keyword 
Selection 
Document: ADB Planning 
Road Network Expansion in 
Bhutan 
Bad: This document offers ...
Incorporating Keywords in PDF 
Files 
Incorporate the 
information in 
the fields. 
Click File> 
Document 
Properties > 
D...
Olivier Serrat 
Principal Knowledge Management Specialist 
Regional and Sustainable Development Department 
Asian Developm...
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Facilitating Document Access with Meta Tags

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Metadata provides the descriptive tags, e.g., author, title, subject, and keywords, that act as reference points for search engines. Good meta descriptions are written expressly so that search engines will rate the page highly for search strings that one wants to associate with them.

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Facilitating Document Access with Meta Tags

  1. 1. Facilitating Document Access with Meta Tags Olivier Serrat 2013 The views expressed in this presentation are the views of the author/s and do not necessarily reflect the views or policies of the Asian Development Bank, or its Board of Governors, or the governments they represent. ADB does not guarantee the accuracy of the data included in this presentation and accepts no responsibility for any consequence of their use. The countries listed in this presentation do not imply any view on ADB's part as to sovereignty or independent status or necessarily conform to ADB's terminology.
  2. 2. Titles The keywords in title tags are a powerful means with which to highlight a page's most important search terms. The most important keywords should be placed at the beginning of a title tag: • Lead with the most important words and phrases for a particular page. • Move from the specific to the more general. • Refrain from using any word more than twice in the title tag. Example: ADBI Pocket Guide to Asian Economic Think Tanks. This title's "meta" was changed to Asian Economic Think Tanks: ADBI Pocket Guide.
  3. 3. Meta Descriptions Meta descriptions appear in search engine results pages. Good meta descriptions are written expressly so that search engines will rate the page highly for search strings we want to associate them with. Abide by the hallmarks of good meta descriptions: • The title of the document should not be repeated • Important words should make up the first 10–12 words. • The mort important words should come first. • Geographical context should be added.
  4. 4. The Hallmarks of Good Meta Description The title of the document should not be repeated. • Do not waste your meta tags. • Search engines review title "tags" automatically. Important words should make up the first 10–12 words. • Search engines will place more weight on the first words when determining relevance. • Important words should be moved to the beginning. • The first words are "prime real estate".
  5. 5. The Hallmarks of Good Meta Description The most important words should come first. • Even with the 12-word cut-off, search engines tend to ascribe more importance to words that appear earlier. • Prioritize the words in your description. Geographical context should be added. • Websites compete with one another on the Internet. • Users tend to search for content within specific geographical locations. • Target users who wish to find content about a region. • Put words in meta descriptions that provide geographical context.
  6. 6. Examples of Meta Description Bad: This document is a discussion paper and is part of a cross-country study on corporate governance; it focuses on corporate governance in the Republic of Korea. Reason: The description places too many vague and unimportant words up front. Key words such as "corporate governance" and "Korea" are introduced after the 15th word. Good: This is a paper on corporate governance in Korea, and is part of a regional study in corporate governance. Reason: The important words occur within the first 15 words. Best: Corporate governance study in Korea; part of an Asia- Pacific study of corporate governance. Reason: The first words are the most important and the geographical context is more precise.
  7. 7. Keywords Keywords can make or break your website (or blog): Most of the traffic that websites receive come from search engines: keywords are the currency of search engines. Keywords function in the same way as meta descriptions. But, there are a few important differences: • Keywords are made up of separate phrases, separated by commas. • Keywords do not need to be grammatically correct. • Key words are tallied directly against the search words or strings that users type into search engines. Good keywords require that you put yourself in the "user's shoes".
  8. 8. The Hallmarks of Good Keywords Use the longest version of words. • Search engines are smart enough to find words such as "govern" within "governance" or "governing". • To have the largest number of words that each keyword will encompass, always choose the longest version. Use all lower case. • Whether words are proper nouns or not, all keywords must be in lower case. • Lower case keywords will be identified with strings that are capitalized. • However, capitalized keywords may not necessarily be identified with search strings that are in lower case.
  9. 9. The Hallmarks of Good Keywords Use clusters of 3-4 words, with each cluster separated by comma. • Users today tend to type 3-4 words into search engines. • List the most important keywords first. • Do not use single words (e.g. china, poverty, finance, etc.) as they will not facilitate access to your document. • Do not use more than 3 clusters/12 words. Add geographical context. • Try to make the geographical indicator the first keyword.
  10. 10. Examples of Good Keyword Selection Document: ADB Planning Road Network Expansion in Bhutan Bad: This document offers no keywords. Possible Keywords: Bhutan, Road Network Expansion, technical assistance, loan, transportation, Japan Special Fund, grant, agricultural markets, ADB Planning Road Network Expansion in Bhutan, news and events Good Keywords: bhutanese highways projects, bhutanese roads developments infrastructures, bhutanese roads networks
  11. 11. Incorporating Keywords in PDF Files Incorporate the information in the fields. Click File> Document Properties > Description. Open the pdf file.
  12. 12. Olivier Serrat Principal Knowledge Management Specialist Regional and Sustainable Development Department Asian Development Bank knowledge@adb.org www.adb.org/knowledge-management www.facebook.com/adbknowledgesolutions www.scribd.com/knowledge_solutions www.twitter.com/adbknowledge
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