14-02-2013, 01:02 PM
Search Engine Optimization Starter Guide
Search Engine Optimization.pdf (Size: 4.12 MB / Downloads: 15)
Summaries can be defined for each page
What are the merits of description meta
tags?
(1) The beginning of the description meta tag for our homepage, which gives a brief
overview of the site's offerings.
<html>
<head>
<title>Brandon's Baseball Cards - Buy Cards, Baseball News, Card Prices</title>
<meta name="description=" content="Brandon's Baseball Cards provides a
large selection of vintage and modern baseball cards for sale. We also offer
daily baseball news and events in">
</head>
<body>
(2) A user performs the query [baseball cards]. Our homepage appears as a result,
with part of its description meta tag used as the snippet.
(3) A user performs the query [rarest baseball cards]. One of our deeper pages, with
its unique description meta tag used as the snippet, appears as a result.
A page's description meta tag gives Google and other search
engines a summary of what the page is about (1). Whereas a
page's title may be a few words or a phrase, a page's description meta
tag might be a sentence or two or a short paragraph. Google
Webmaster Tools provides a handy content analysis section that'll tell
you about any description meta tags that are either too short, long, or
duplicated too many times (the same information is also shown for
<title> tags). Like the <title> tag, the description meta tag is placed
within the <head> tag of your HTML document.
Description meta tags are important because Google might use
them as snippets for your pages. Note that we say "might" because
Google may choose to use a relevant section of your page's visible
text if it does a good job of matching up with a user's query.
Alternatively, Google might use your site's description in the Open
Directory Project if your site is listed there (learn how to prevent
search engines from displaying ODP data). Adding description meta
tags to each of your pages is always a good practice in case Google
cannot find a good selection of text to use in the snippet. The
Webmaster Central Blog has an informative post on improving
snippets with better description meta tags.
Use unique descriptions for each page
using a single description meta tag across all of your site's pages or a large group of pages
Avoid:
Having a different description meta tag for each page helps both users and Google, especially in
searches where users may bring up multiple pages on your domain (e.g. searches using the site:
operator). If your site has thousands or even millions of pages, hand-crafting description meta tags
probably isn't feasible. In this case, you could automatically generate description meta tags based on
each page's content.
Simple-to-understand URLs will convey
content information easily
URLs are displayed in search results
(1) A URL to a page on our baseball card site that a user might have a hard time
with.
(2) The highlighted words above could inform a user or search engine what the
target page is about before following the link.
(3) A user performs the query [baseball cards]. Our homepage appears as a result,
with the URL listed under the title and snippet.
Creating descriptive categories and filenames for the documents on
your website can not only help you keep your site better organized,
but it could also lead to better crawling of your documents by
search engines. Also, it can create easier, "friendlier" URLs for those
that want to link to your content. Visitors may be intimidated by
extremely long and cryptic URLs that contain few recognizable words.
URLs like (1) can be confusing and unfriendly. Users would have a
hard time reciting the URL from memory or creating a link to it. Also,
users may believe that a portion of the URL is unnecessary, especially
if the URL shows many unrecognizable parameters. They might leave
off a part, breaking the link.
Some users might link to your page using the URL of that page as the
anchor text. If your URL contains relevant words, this provides
users and search engines with more information about the page
than an ID or oddly named parameter would (2).
Lastly, remember that the URL to a document is displayed as
part of a search result in Google, below the document's title and
snippet. Like the title and snippet, words in the URL on the search
result appear in bold if they appear in the user's query (3). To the right
is another example showing a URL on our domain for a page
containing an article about the rarest baseball cards. The words in the
URL might appeal to a search user more than an ID number like "www.
brandonsbaseballcardsarticle/102125/" would.