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Background
• Background in Affiliate Marketing
• Co Founder Adster Creative
• Technical SEO
• Creating Online Tools and Systems
• Research
• Education & Awareness
Keywords in 'Meta' tags in technical SEO and the impact on search has a long - and somewhat sordid - past. From the now mostly defunct keywords tag to new fields like rel-author and
other Structured data, Many SEO'ers have their own ideas as to what matters - and why.
Affects On Search
• Google has said they ‘practically’ ignore it (2009).• Many Popular SEO plugins/templates don’t offer support for it by
default• SEO Community almost universally agrees it has no impact on
SERPS.
Other Considerations
• Google has said they’re using it again ala <news:keywords>gangnam style</news:keywords>
• Bing Might.
• Other Search Engines Might.
So...Why not use it? Just Make your keywords Unique!
Generic type keywords can’t hurt, but provide No substantial benefit to Search.
Final Say?
Affects on Search
• Keywords in the Desc. Not supposed to affect rankings
• Google will bold your keywords (and synonyms) in it
• Bolded keywords affect CTR
• A solid and unique UVP will affect CTR
• CTR May affect SERPS
• So...Do keywords in the Meta Desc. Matter??
Other Considerations...
• Google may choose a more compelling snippet.
• Google’s snippets may actually increase CTR based on the unique queery
• Take a look at your GA. Which keywords are you getting traffic from? Which are your top landing pages? Search those keywords/pages and reference against your meta description. Are Yours showing? Does Google know better than you?
Final Say?
• Google May ignore your Desc if it feels content on your page is better matched.
• Generic, Keyword stuffed Meta Desc’s alone won’t directly help your rankings, and certainly won’t help you stand out against your competition.
• A killer Meta Desc that combines non spammy, valuble keywords and a strong UVP is gold.
You can try and sell the sizzle, But GoogleWants to show the Steak. Sell your strong points and
Choose your keywords Carefully.
Affects on Search
• Keywords in Meta Title WILL affect ranking.
• The order in which they appear do not appear to be as significant as they once were.
• Google May Change your Title for Relevancy...
Why Might This be?
• Likely an Experiment
• Colon uses less Characters than Pipe or Dash
• Doesn’t appear related to Google+ (persay)
• Brand name isn’t same as G+ (missing ‘Inc, Ltd’)
• Establishing Brands – Can’t all be ‘Edmonton web design – Edmonton SEO Company’.
Consider putting your best foot forward: The Strength of your Brand
Once Again, Google seems to be favoring Unique Terms over Generic terms.
Final Say?
New Goodies
• Rel-author – use photos for increased CTR, authors can earn trust and subsequently earn better rankings
• Google+ Page – get a bigger snippet
• Review Snippets, Video (media snippets), all benefit CTR.
All are attempts to help you to Stand out , showcase your uniqueness – ultimately gaining trust and authority.
Summation:
• Generic Keywords tag Doesn’t much matter.
• A Meta Description with well crafted keywords AND offers uniqueness is best.
• Google Featuring brand in Meta Title
• Rich Snippets assist CTR and trust
Takeaways:
Google preferring Brands:• Doesn’t have to be Coke or Pepsi or Viagra, but simply put, a brand is
something that Google is more likely to trust. Trust can be as simple as verified G+ pages, phone #'s , addresses, citations, co mention, etc.
Wants to establish and favor UNIQUENESS in their search snippets – not generic keyword crap:
• Google wants to showcase each companies differences and specialties. At some point in every niche, I feel there will be this sort of 'critical mass' where just being an ‘Edmonton mortgage broker offering low rate mortgages' is not enough; customers and consumers are aware that everybody on the first page *must* provide the product or service; the uniqueness will establish HOW you do it and help determine if it's a good fit or a good match.
• Which of your unique traits will resonate with your customers?