What is a meta tag? Well, it is a special HTML tag that gives information about a web page.   Meta tags are part of Head section of the website and describe content of the web page. They are used in HTML or XHTML documents, and lie between opening and closing tags of the code. There are several elements that influence successful search engine placement for a website, and meta tags is one of them. Meta tags can be used to highlight important keywords and build page relevancy to search terms. Though meta tags are traditional SEO technique and has been in use for a long time, it is still effective in influencing search engine rankings. There are multiple meta tags with different elements that can be used throughout a web page. It includes title, keywords, description and robot tags. But, mainly title and description are considered and displayed by search engines during listing of results.

A simple example of Meta tag –
<head>
<title>Not a Meta Tag, but required anyway </title>
<meta name="description" content="Awesome Description Here"> <meta http-equiv="content-type" content="text/html;charset=UTF-8">
</head>

Benefits of using meta tags

  • They provide information about the web page, especially which keywords represent the web page.
  • Normal HTML tags change the appearance of the web page, but meta tags allow adding keywords to web page without affecting its appearance.
  • Several search engines use meta tag information to index and organize websites.
  • Meta tags appear in search results, especially if it contains keyword that user searched for. It helps in building relevancy and attracting attention of user.
  • Improve Click-through-rates CTR

Tips to Optimize Use of Meta Tags


  • Choose your meta tags (keywords and description) carefully. Also, include them in a natural way rather than simply stuffing keywords.
  • Try to keep each meta tag within character limit. For page title, character limit is 70 characters, meta description character limit is 160 characters and for meta keywords, it should not be more than 10 keyword phrases.
  • Use your most important keyword followed by the company name in the title.
  • Develop your meta description like a short advertisement that will encourage people to view your page. Meta description is visible in the SERP, so it should be meaningful, appealing and gives accurate description of your website.
  • Fill as many meta tags as possible. While title, keywords and description are very important, other tags like Robots meta tag also influences ranking.
  • Make sure the meta description includes a CTA (Call-to-Action). It influences click-through-rate and natural search traffic.
Essentials of content marketing

There are several aspects to online marketing, and content marketing is one of the primary ones. Content marketing can be defined in different ways; basically, it involves creation, sharing and publishing content to acquire and retain customers. Content is a powerful tool, and if used correctly, it has potential of striking a chord with audience. While developing content strategy, online marketing experts need to focus on SEO services as these two disciplines work together. An ideal content marketing strategy strikes the right balance between user-friendly and search engine friendly content.
Developing a content marketing strategy is really tricky. So before you start planning your strategy get clarity of your business objective. Here are few tips for developing successful content marketing strategy –
  • Aim to develop content that will help to create connection with your visitors. Content has the power of developing engagement, and engagement is essential to drive online traffic.
  • Do not focus on just developing ‘shareable’ content. No doubt content should be shareable, but it should also be able to initiate conversation. Content be able to trigger discussions, comments and feedback.
  • Ensure that you include different forms of content delivery to make content unique and creative. Along with text blogs, utilize images, audio, video, infographics and advanced guides.
  • Remember, you are marketing your content so make sure your content provides insight. Content that educates users and adds value to their knowledge is always appreciated, and your visitors will always come back for more.
  • Invest in good content marketing tools for creating content and helping collaboration between teams.

Remember, don’t expect immediate results or get discouraged and give up within few attempts. Use content strategy to gain customers and build loyalty. 
Keywords! One of the most heard and most sought after terms in Search Engine Optimization. While choosing right keywords can make your campaign successful, wrong choice of keywords can completely ruin marketing campaigns. Wrong set of keywords or unplanned keywords can bring unqualified traffic to the website. 


What are Keywords?

Keywords are phrases or words that a user types in a Search Engine to find information he is seeking. Not just for search term, keywords also play an important role in indexing, cataloging and ranking of websites by bots. So, keywords are an integral part of SEO campaigns and need to be used with other on page optimization factors.

Search engines use robots or bots to analyze blogs, web pages and any other form of content available online. Then, these web pages are organized, using complex algorithms, according to their relevance to particular search terms. 

What does Keyword Research Involve?

Keyword research involves understanding different phrases that users might type into search engines. While doing keyword research, you must be able to peer into mind of the searcher and figure out their intention behind the search. So, every title you choose or content you write needs to have relevant keywords so it can be ranked for those keywords. Thus, with keyword research you can ensure that the website gets maximum exposure on search engines and maximize audience reach.
Keyword research basically consists of –
  • Finding search terms
  • Understanding how these search terms influence competition and traffic.

It is important to know different types of their keywords like long tail keywords, broad keywords, phrase match and exact match keywords.

Benefits of Keyword Research

Keyword research helps in understanding demand for keywords and keyword referrals. Some keyword tools also predict cost involved in running paid campaigns for those keywords. 

There are several benefits of keyword research –
  • Bring qualified traffic to the website
  • Lowers bounce rate of website
  • Optimize website for keywords
  • Increase search engine ranking
  • Improve traffic to website
  • Understand search behavior
  • Develop effective marketing campaigns
Thus, keyword research is basically market research and getting better understanding of the customers. It is not possible to optimize a web page or lead traffic to a website unless you know which words and phrases are important to the website.
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