Make your Meta description around 150 characters long. Any text passed the 150 character mark may get truncated with an ellipsis. Don’t stuff your meta description with keywords. One to two sentences incisively communicating what the page is about should suffice.
You could typically populate most HTML tags with targeted keywords – e.g. alt attribute in your image files, image file names, heading <h1> to <h6>. However, you will be focusing most of your energy on developing undeniably good content for off-site optimization or building links to your site.
404 Page Not Found errors are URLs may be mistyped or linked to incorrectly.
You want to correct Page Not Found errors by redirecting them to their correct version, if one exists, or a custom 404 page with links to the homepage, sitemap, website navigation, or any other helpful links.
So many links were pointing to the White House biography of George W. Bush using the miserable failure anchor text that the WhiteHouse.gov/president/gwbbio.html would be the first result when anybody queried the phrase miserable failure .