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Get It in
Your — The Meta Description Tag
By
Jill Whalen
The meta
description tag is a snippet of HTML code that belongs inside
the section of a Web page. It usually is placed after the title
tag (see
last month's column for more information on title tags)
and before the meta keyword tag.
The proper
syntax for this HTML tag is:
;
The Purpose of
the Meta Description Tag
The purpose of
this tag is twofold. The words placed within this tag are given
some weight with most search engines and can help a page to rank
high in the search results for these particular words. Just as
important, the words placed in this tag appear under the title
in a search engine's list of results (in most search engines).
If no
information is supplied for this tag, or this tag is omitted
from the HTML code of a Web page, the search engines will often
use the first words that appear on the Web page as the
description of the site that appears on search results pages.
You've probably seen a search results page with some of the
results that look like this:
"Joe's Motor
Homes" — [home] [next page] [more info] [links]
The search
result looks like that because Joe neglected to put a meta
description tag in his HTML code. The search engine picked up
the first words on the page, which happened to be some
navigational links. As you can see, not only does this look bad,
but it doesn't give searchers much information to go by to know
whether or not they should click into this site. I know that I
personally tend to skip over results that look like this and
click on the next link that has some more relevant information
describing what is on that particular page.
Article
Continues below...
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now. All new products for 2003 have been added to our
database.
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Continued...
How to Create
Killer Meta Description Tags
Because this
tag serves two purposes, it must be thought about differently
than the title tag and meta keyword tag. I use both of those
tags strictly for high search engine results rankings, but the
meta description tag must also be thought of as a marketing
tool, along with being a vehicle for high rankings. It should
definitely use the important keywords for the page, yet it
should also be written in such a way to entice people to click
on the link and visit your site. If you've taken
my previous advice (from past columns) and had a
professional Internet copywriter write the copy for your Web
site, you can often take an important descriptive sentence or
two from the copy and place it in the meta description tag. Even
if the page wasn't professionally written, you can still
probably find a line or two that will work for this purpose.
Some people recommend using the first line of text on your page
if you're stumped as to what to use. If you have an appropriate
first line, then that can certainly work fine.
I don't
believe the search engines give this tag nearly as much weight
as they give the title tag. However, I do feel that some engines
do index the words in this tag, and therefore it is important to
get some keywords into it. I have also heard that the first
words in this tag are often given more weight than later words.
Because of this I put the important keywords first. I also
usually try to use the same first words that I've used in my
title tag as the first words in my meta description tag whenever
possible. I usually limit this tag to one good descriptive
sentence, although I have occasionally used two sentences if
they're fairly short. Generally, most engines will index
approximately 200 characters of the meta description tag. The
longest ones I've seen have been in
HotBot. I try to not repeat
words in this tag; however, I do use various forms of words in
this tag, i.e., plural/singular, "ed" or "ing" forms of words,
and that sort of thing. I always make sure this tag is an actual
sentence, not simply a list of keywords.
If you
create a good meta description tag, you can often use it as the
description you enter in search engine directories such as
Yahoo!,
LookSmart, and the
Open
Directory.
The views of our authors don' t necessarily
reflect the views and policies of this company or its
advertisers.
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