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Overview

The basic structure of a Web page contains simple HTML tags that are important to optimizing the content for search. These tags include the title tag and the meta description tag. These tags inform search engine spiders about a Web page name, about the targeted keyword phrases for which it is optimized, and they also provide a description.

Title Tag

The title tag creates the snippet that appears in the top bar of the Web browser and is commonly the hyperlinked title in search results. From an SEO standpoint, the title tag is the most important tag you can use to increase your site’s  visibility in the major search properties.

For example, the Home Page’s title tag is shown below:

<TITLE>Search Engine Marketing Firm – iProspect</TITLE>

Meta Description Tag

The meta description tag is an HTML element that contains high-level information about a Web page’s content. Usually, the Web browser does not display that information to the visitor. The meta description tag is a meta tag with a “NAME” element specifying a description, which Web developers use to describe what the page is about. The description is invisible to Web page viewers, although Google and other search properties use it as the description in search engine results.

The Home Page’s meta description tag is as follows:

<META NAME=”description” CONTENT=”iProspect is the Original Search Engine Marketing Firm. We deliver outstanding Search Engine Marketing results.”>

Implications Search Engine Optimization Implications Keyword phrase-centric meta data maximizes a website’s search engine visibility potential, they also affect the click-through rate (CTR) on organic search engine results. According to a recent study titled Examining Searcher Perceptions of and Interactions with Sponsored Results:

 Forty-two percent (42%) of searchers surveyed use the description to determine if an organic

search result is relevant. • Forty-one percent (41%) of searchers rely on the title to determine relevancy of the results. The study found that 59% of searchers surveyed use the title as the primary basis for determining that an organic result is not relevant. Based on these statistics, having a relevant and enticing title and meta description is crucial for driving highly qualified traffic to a website. The title tag is particularly important because it is typically the hyperlink shown on the search engine results page of most major search engines. According to iProspect’s research, the title tag is the most important piece of Meta data search engines use to determine the relevancy of a page.

Other Implications The meta description tag is the next most important part of the meta data because, as discussed above, some search engines use it for a Web page’s description on the search engine results page. As such, the title and meta description tags offer the perfect opportunity to differentiate a website from competitor websites that are also visible in the search results on a given query. Compelling and relevant meta data can drive significant prospects to a site once it has achieved high rankings. A website displaying persuasive marketing text with targeted keyword phrases instantly tells the searcher that that Web page will satisfy their intent. In addition to helping increase organic click-through, powerful Meta data effectively reinforces the website’s brand.