An amazing client approached me last May (2014) to start a new e-commerce marketing project and to enhance their overall Internet marketing efforts — from social media to search engine, content marketing, and e-mail marketing. The website is hosted on Bigcommerce.
This article case study showcases the result produced so far on their organic search engine visibility using one of our critical search engine optimization (SEO) on-site audit strategy, meta tag optimization.
Seriously, is Meta tag optimization supposed to be something new and innovative? These are the first things to do when strategizing a page optimization! – from a LinkedIn comment
Meta tag optimization is not something new. However, this case study proves that basic, nothing new or innovative can still provide a big impact on increasing search traffic and conversions – if done correctly and with care.
In fact, I’ve known lots of SEOs who do this technique but never seen results.
Here’s what I believe: Mastering the basic will lead to advance.
Let this article guide you on optimizing the meta title and meta description since these are the main factors on how we have gained the results below.
- 69% increase in organic search engine visits
- 80% new website visitors
- 412.50% increase in conversions (the most important)
Ok, ok, Roel. You’ve done great for your client, but I want to see proof that you also rock your blog.
If you are not yet convinced on using the strategy that I am writing this article, here’s a 3-month sneak peek on my organic search traffic graph since I launched my blog last April 29 (2 months ago) with only four articles posted and using this technique.
In fact, I have been using meta tags optimization to increase website traffic to other clients and any industries.
Seriously, the above results from my client’s website in this article are produced using meta tag optimization strategy only, specifically the meta title and description.
Title Meta Tag
Title tag defines the title of a document, and it is considered to be one of the most important on-page SEO elements. It appears on search engine results page (SERP), on your browsers, and on external websites such as social media.
Whenever I do meta tag optimization, I use one from these five optimal formats:
- Unique Title | Keyword – Brand Name
- Unique Title – Keyword | Brand Name
- Unique Title plus Keyword – Brand Name
- Unique Title plus Keyword | Brand Name
- Unique Title plus Keyword
Using any from the above format works great on my campaigns, search engines, and users; however, I also consider the optimal length and width to get the most out from the search engines.
Google displays the characters that will fit into a 482- to 512-pixel display or around no more than 70 characters.
Screaming Frog SEO Spider is a great tool to see your title length and width easily. For an e-commerce website like what my client have, I try to limit them to the optimal length and width while making sure that they are unique and that they define the real title of their products’ content.
Getting the Keywords
Before you even do SEO, you should already have a long list of keywords that you wish to rank and be searched/known for. You can start optimizing your website’s meta tags from those keywords and get data that you can use for your meta tag re-optimization after (say one month?).
Whereas if you’re lucky, and your website is least one-month-old, you can use the data from the Google Webmaster Tools search queries and Google Analytics Organic Search traffic data to make your website more powerful on SERP.
Getting the Keywords: Sample Scene
Here’s a sample scenario: You sell chandeliers and of course, your website has a product page for it. Here’s a step on how to optimize the meta title based on my technique and process.
- Step 1: You have three options — Use Google Webmaster Tools, Google Analytics, or both.
- Using Google Webmaster Tools > Search Traffic > Search Queries, download the table and start from there.
- Using Google Analytics > Acquisition > Keywords > Organic, export the keyword data and start from there.
- Step 2: Keyword Combination
- Combine the Primary Keyword + Find a Keyword about chandelier from the search queries or exported keyword data that already gave you traffic, and match it to the content of the page, then use it.
- Step 3: Finalize
- Let us say that the page I am optimizing has the following descriptions:
- It is about the black chandelier.
- My main keyword is chandelier.
- The page is about modern chandeliers and chandeliers for home.
I will finalize the title tag into the following:
Modern Black Chandeliers for Home — Brand Name
All the things and search phrase about the page can be seen on this optimized format; thus, making it a perfect title tag.
Description Meta Tag
A meta description tag provides a summary of web page content and also shows up in the SERPs.
Although Google announced that a meta description is not a factor into their ranking algorithms, they are still important to gain user click-through from SERP.
Meta description should be no longer than 156 to 160 characters and 926 pixels (width) so that search engines could display it in full. Again, Screaming Frog is a handy tool that can help you.
Creating the meta description tag is a little easier once you have the meta title for your page and content inside it. You just need to put your main keywords on it, summarize the page content, and be mindful of the description length and width.
Both title and description tags should be unique and should avoid having duplicate tags.
Other Important Metas to Optimize:
- Image Alt Text
- Meta Keywords—remove them all (why?)
How to Edit Meta Tags using WordPress SEO Yoast Plugin
In case you want to learn how to edit meta tags on WordPress, this tutorial will guide you the simple and easy steps using WordPress SEO by Yoast plugin and Screaming Frog SEO Spider tool to help you rank on search engines.
Meta tag optimization is a simple on-site process that provides big and proven results especially on gaining organic search engine visibility.
Always remember that meta tag optimization should be done with care and with a thorough keyword research and analysis for better results, and to increase search traffic.
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