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E-Marketing Performance Blog

How to Use Meta Tags to Improve Rankings

meta decription tags still matter

Image Credit: Si1very

Do meta tags help improve search engine rankings? The answer is simple: Yes and no.

Since search engines generally ignore meta tags, adding keywords to these tags really isn’t going to help you move your rankings up any. That may lead you to wonder if meta description tags still matter. In fact they do because meta description tags play an important role in generating click throughs from the search results. [Tweet This]

That means if you write a good meta description (and Google displays it in the SERPs) you have a better chance of getting clicked. If Google is able to determine that your lower-ranked page is getting more clicks than a higher ranked page, that could be the catalyst to pushing you up some spots.

Everything we do with our websites has a cause and effect. It’s just not always what we think. Many SEOs blow off meta description tags because they don’t have a direct impact on ranking. But if you ask me, an indirect impact can be just as good, if not better.

Why? Because it causes us to focus more on the customer than on the search engines. If we were able to get better rankings by adding keywords to a meta description, that won’t automatically translate into getting more targeted visitors to our site. However, when you focus your meta tag on providing value to searchers, every click you get will be far more valuable. And if that value translates into better rankings, it’s a dual win.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

6 Responses to How to Use Meta Tags to Improve Rankings

  1. Great post! I think meta descriptions are largely under-utilized in the SEO space, simply because they don’t directly translate to higher rankings. This is a mistake! At the end of the day, the meta tags are your first opportunity to entice a web visitor to come to your site, and they should be crafted as carefully as we craft ad copy for paid search campaigns. As an added bonus, search terms that appear in your meta descriptions often appear in bold in the SERPs which can give your CTR a little boost 🙂

    Definitely something to keep in mind, nice work Stoney!

    • Stoney G deGeyter
      Stoney G deGeyter says:

      Thanks Adrea. I agree, too many people under-utilize the meta description or its an afterthought. We don’t focus much on using keywords but rather create a call to action that uses the customer’s language.

  2. Donna says:

    Great post. It’s make it difficult to convince a company how important Meta tags description is when they read everywhere that Google ignores it. That is like putting no signage on a retail business. If you want people to come in (Click on your link) then you have to entice them. The best way to do this is a catchy relevant description.

  3. Stoney G deGeyter
    Stoney G deGeyter says:

    Thanks Donna! You’re exactly right. The meta description is far more relevance than most people give it credit for!