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November 2002 Search Engine Tips
Keyword Placement Part VII
META Tags
Use META Tags
The next topic in behind-the-scenes page design involves using META
Tags. META Tags are being used less and less, and you certainly
shouldn�t depend on them to get high rankings. There are many places on
a web page that keywords could and should be placed. However, you should
know how to use them as long as search engines are still using them.
If you want to see some samples of META Tags, open your browser (either
Internet Explorer or Netscape) and click on �view.� Then click on
�source� in Internet Explorer, �page source� in Netscape. A new window
will pop up and you can look at all the behind-the-scenes HTML
programming of just about any webpage. You can also see the META Tags of
other webpages if they have them.
Note: The <TITLE> Tag should be the
first thing after the <HEAD> Area of the page and then comes the
�description� META Tag and then the �keyword� META Tag.
Here's an example of what the META Tags look like:
<HEAD>
<TITLE>Customer service training</TITLE>
<META name=�description� content=�Customized customer service training
at your location by the person that �wrote the book� on customer
retention�>
<META name=�keywords� content=�customer service speaker, training,
trainer, client retention�>
Making web pages is pretty easy to do now and you generally don't have
to know much about HTML. However, you do have to go a little bit behind
the scenes to learn about META Tags.
Description META Tags
META Tags are a place where you can put a description of your webpage
and your keywords. Not all search engines use these descriptions and
keywords, but some do. On the search engines that use these META Tags,
when your site comes up in search results, it will have the description
that you wrote, which is really nice because that means you can control
what�s being said about your site and entice people to click on your
link.
You should do your best to write descriptions that are compelling. It
would be a shame to come up as number one in a search but have no one
click on your site because your description was so poor. Try to give
them a good reason to click. Search the web to see descriptions of other
sites. Try to evaluate the techniques they use to entice you to click on
their link. Incorporate the same techniques when writing the
descriptions to entice people to click on your link.
The above is an excerpt from "Click: The Ultimate Guide to Electronic
Marketing for Speakers"
http://www.antion.com/click.htm
Send me your suggestions for future Search Engine related articles for
this section. mailto:tom@antion.com
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