The corporate and financial world is heading to the middle of 2019 and the search for the ultimate marketing formula is still going. The secret equation that guarantees a 100% conversion and engagement of mass audiences into loyal customers hasn’t been found yet. Despite the different opinions from diverse marketing gurus and entrepreneurs that love PPC methods, we consider that the Search Engine Optimization (SEO) fits all the elements of a polyvalent and global approach that, if it is not the secret formula per se, then it plays a similar role to it.
SEO improvements, like Meta Tag optimization, can adapt and drive revenues basically for any kind of market or country.
Organic SEO, when mastered and performed properly by a team of copywriters and web developers, improves a business potential to generate powerful messages with clear objectives and purposes that can pull thousands of valuable leads, which can end up being part of a loyal customer family.
Among other benefits of meta tags improvement -which usage is optional- is that the technique improves the selling of a web page's content from the outside, that being before the random Internet users click on the URL displayed on the SERPS. Furthermore, adding a Viewport tag, for instance, can make the content mobile-friendly.
That is why editing the page metadata is a huge advantage and a must in a competitive digital world.
Optimizing HTML
Meta tags attributes’ optimization has the objective of boosting the content pages visibility, valuable traffic, lead- to -customer rate and improve the ranking of a brand's content pages over the different search engines.
These meta tags, that sum up the content’s most important elements for the leads and SERPs, are located in the source HTML page code, between the <head></head> tags. The most important ones are:
- a) The famous title tag. This is the heading of the page.
This is an example of it: <title>How to Do Market Research: A 6-Step Guide</title>.
This one, together with the meta description tag and meta keywords tags compose the trifecta that can truly expand the reach of a web page and make it potentially available.
The best way to title a blog, for instance, is to offer a solution, without being too excessive. That perception only arrives by thinking from the readers' shoes.
- b) Meta description tag. This one is the small paragraph located below the title tag and green URL.
Just as the title tag and meta keywords tag, the meta description will not automatically boost the ranking of a website. But, by clearly explaining to the users what to expect when they click the link, and by attracting leads without overstating the benefits of the page, those efforts will indirectly impact the valuable traffic and authority that it will receive.
An example is:
<meta name="description" content="Learn how to conduct market research, using primary and secondary research methods, to identify your target customers and competitors.">
- c) Viewport. By adding a meta viewport tag after the <head> ensures a proper layout on multiple digital devices respecting the original scale of the page. For example:
<meta name="viewport" content="width=device-width, initial-scale=1">
- d) Meta keywords. This is a controversial tag that many marketers took advantage of in the past by filling the section with key stuffing instead of truly related key terms. In fact, Google doesn't consider the meta keywords as a ranking factor.
However, they remain as an important asset to polish as they describe the elements, topics and subtopics that are related to the web page. In that way, the Internet users, when typing related keywords, can found that particular web page. The idea is to offer related key terms that can nurture the web page and generate new traffic to the webpage.
According to metatags.org, the suggestion is to add max "20 keywords and separate them from each other by a comma and space". In one of their articles they created a meta keyword attribute example:
<head>
<title>All our wooden furniture is water proof.</title>
<meta name="keywords" content="wood, furniture, garden, garden-table, etc.">
- e) Charset. Finally, this meta tag determines the characters of a specific HTML document. It specifies all letters, signs and even emojis used on the web page.
The standard HTML code is: <meta http-equiv="Content-Type" content="text/html; charset=utf-8" />
In HTML5 is <meta charset="utf-8" />
Others web developers prefer: <meta http-equiv="Content-Type" content="text/html; charset=ISO-8859-1">
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