Web Words That Work: Writing Online Copy That Sells by Michael Miller

Author:Michael Miller [Miller, Michael]
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2012-12-26T14:00:00+00:00

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Keywords in HTML Code

This isn’t a book for web designers or HTML coders, but as the guy who’s probably responsible for managing your site’s keywords, you need to know that keywords can—and should—also be employed in your site’s underlying HTML code. That’s because most search crawlers scan specific HTML tags for information they use in indexing a page. Insert your keywords and phrases into these tags, and you’ll improve your site’s results for that search engine.

The most important tags to focus on include the following:

• <TITLE>: This tag defines the text that appears in the title bar of a web browser; the title should present your page’s official name and provide a glimpse to its content. It’s also an effective place to use your chosen keywords, because the page title is one of the first places that search crawlers look to determine the content of your page. For this reason, include your most important keywords and phrases into your page’s title, via the <TITLE> tag.

• <META>: This tag defines several individual attributes, conveying so-called metadata about your page. The two primary <META> attributes are DESCRIPTION and KEYWORDS. The DESCRIPTION attribute is where you put a short description of the page’s content, using your favorite keywords. The KEYWORDS attribute is nothing more than a list of keywords that some search engines (but not Google, unfortunately) use to catalog all the keywords on a page.

• Header tags: The HTML standard lets you use six different levels of headings, from <H1> to <H6>, in descending order. Search crawlers look in these tags for content information, which makes them a good place to employ important keywords.

You don’t need to know the HTML coding involved in all this; leave that up to your web designers or technical staff. You do need to know which keywords are most important, however, and supply the relevant text for each of these tags when asked. (Or just give it to ‘em if they don’t ask.)

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