Meta Data and Keywords:Rankings, SERPS, Traffic and Beyond!
Background• Background in Affiliate Marketing• Co Founder Adster Creative• Technical SEO• Creating Online Tools and Systems• Research• Education & Awareness
Keywords in Meta tags in technical SEO and the impact onsearch has a long - and somewhat sordid - past. From the now mostly defunct keywords tag to new fields like rel-author andother Structured data, Many SEOers have their own ideas as to what matters - and why.
Meta KeywordsYou know how I knowyou’re a great WebDesign Agency?
Affects On Search• Google has said they ‘practically’ ignore it (2009).• Many Popular SEO plugins/templates don’t offer support for it by default• SEO Community almost universally agrees it has no impact on SERPS.
Other Considerations• Google has said they’re using it again ala <news:keywords>gangnam style</news:keywords>• Bing Might.• Other Search Engines Might.
Final Say?Generic type keywords can’t hurt, but provide No substantial benefit to Search.So...Why not use it? Just Make your keywords Unique!
Meta DescriptionAnd the only prescription...is more keywords inThe Description...
Affects on Search• Keywords in the Desc. Not supposed to affect rankings• 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??
Other Considerations...• Google may choose a more compelling snippet.• Google’s snippets may actually increase CTR based on the unique queery• 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?
Final Say?• 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 is gold. 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’.
Final Say? Once Again, Google seems to be favoring Unique Terms over Generic terms. Consider putting your best footforward: The Strength of your Brand
New Goodies• Rel-author – use photos for increased CTR, authors can earn trust and subsequently earn better rankings• Google+ Page – get a bigger snippet• Review Snippets, Video (media snippets), all benefit CTR. All are attempts to help you to Stand out , showcase your uniqueness – ultimately gaining trust and authority.
Summation:• 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
Takeaways: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 its a good fit or a good match.• Which of your unique traits will resonate with your customers?