Meta Data and Keywords:
Rankings, SERPS, Traffic and Beyond!
• Background in Affiliate Marketing
• Co Founder Adster Creative
• Technical SEO
• Creating Online Tools and Systems
• Education & Awareness
Keywords in 'Meta' tags in technical SEO and the impact on
search has a long - and somewhat sordid - past. From the now
mostly defunct keywords tag to new fields like rel-author and
other Structured data, Many SEO'ers have their own ideas as to
what matters - and why.
You know how I know
you’re a great Web
Affects On Search
• Google has said they ‘practically’ ignore it (2009).
• Many Popular SEO plugins/templates don’t offer support for it by
• SEO Community almost universally agrees it has no impact on
• Google has said they’re using it again ala
• Bing Might.
• Other Search Engines Might.
Generic type keywords can’t hurt, but provide
No substantial benefit to Search.
So...Why not use it? Just Make your
And the only prescription...
is more keywords in
Affects on Search
• Keywords in the Desc. Not supposed to affect
• Google will bold your keywords (and synonyms) in it
• Bolded keywords affect CTR
• A solid and unique UVP will affect CTR
• CTR May affect SERPS
• So...Do keywords in the Meta Desc. Matter??
• Google may choose a more compelling snippet.
• Google’s snippets may actually increase CTR based on the
• Take a look at your GA. Which keywords are you getting traffic
from? Which are your top landing pages? Search those
keywords/pages and reference against your meta description.
Are Yours showing? Does Google know better than you?
• Google May ignore your Desc if it feels content on your page is better matched.
• Generic, Keyword stuffed Meta Desc’s alone won’t directly help your rankings, and
certainly won’t help you stand out against your competition.
• A killer Meta Desc that combines non spammy, valuble keywords and a strong UVP
You can try and sell the sizzle, But Google
Wants to show the Steak. Sell your strong points and
Choose your keywords Carefully.
Affects on Search
• Keywords in Meta Title WILL affect ranking.
• The order in which they appear do not appear to be
as significant as they once were.
• Google May Change your Title for Relevancy...
Why Might This be?
• Likely an Experiment
• Colon uses less Characters than Pipe or Dash
• Doesn’t appear related to Google+ (persay)
• Brand name isn’t same as G+ (missing ‘Inc, Ltd’)
• Establishing Brands – Can’t all be ‘Edmonton web
design – Edmonton SEO Company’.
Once Again, Google seems to be favoring
Unique Terms over Generic terms.
Consider putting your best foot
forward: The Strength of your Brand
• Rel-author – use photos for increased CTR,
authors can earn trust and subsequently earn
• Google+ Page – get a bigger snippet
• Review Snippets, Video (media snippets), all
All are attempts to help you to Stand out ,
showcase your uniqueness – ultimately gaining
trust and authority.
• Generic Keywords tag Doesn’t much matter.
• A Meta Description with well crafted keywords
AND offers uniqueness is best.
• Google Featuring brand in Meta Title
• Rich Snippets assist CTR and trust
Google preferring Brands:
• Doesn’t have to be Coke or Pepsi or Viagra, but simply put, a brand is
something that Google is more likely to trust. Trust can be as simple as
verified G+ pages, phone #'s , addresses, citations, co mention, etc.
Wants to establish and favor UNIQUENESS in their search snippets – not
generic keyword crap:
• Google wants to showcase each companies differences and specialties. At
some point in every niche, I feel there will be this sort of 'critical mass'
where just being an ‘Edmonton mortgage broker offering low rate
mortgages' is not enough; customers and consumers are aware that
everybody on the first page *must* provide the product or service; the
uniqueness will establish HOW you do it and help determine if it's a good
fit or a good match.
• Which of your unique traits will resonate with your customers?