The Relevance of Meta Data for Search Engine Optimisation (SEO)
Design it for Humans
Search engines are engineered to find information that visitors want. This means the best way to make your website accessible is to design it for humans. Your website must be easy to navigate and filled with the information that they are looking for. If you can accomplish this, then the search engines will find you.
The Importance of Title Tags
Every page in your website should include a title with a description of what that page is about. A total of 60 characters works best. The title tag should contain some of your keywords. It is important to remember this tells the search engines what your site is about, and it is also used as the link that shows up in the search results on Google, so use a compelling title that gives users a clear reason to click on it.
"Alt" Text on Images make a Difference
All images on your website should have "alt" tags or alternative text. "Alt" tags are used to describe the image when the server cannot find the image for which it is looking. Also, Google will look to see that you have added the "alt" tags in your images so that vision impaired visitors will still have access to your content. Google will rank your site higher for keeping it accessible to people with disabilities. Another side benefit is that "alt" tags can increase your keyword density.
Use Relevant Content
Use a few different keywords and keyword phrases that describe what your website is about. Use these and other related keywords, but only when it is natural to do so. Be careful not to overdo your keyword density or this could be viewed as spamming or “keyword stuffing” by Google. A good rule of thumb is to write the content like you are writing for human beings and not for search engines. For best optimisation results use them in headings, links and the general copy of the website.
Focus on Content
Users searching the web aren’t searching for design and graphics. They are searching for content. If your site does not have the content for which users are searching, then no one will look at it. Or if they do, they won’t stay very long.
You Home Page is the Most Important Page
This is the most important page of your website and the key to your site being found in the search engines. Your home pages should easily summarise the rest of your website and be easy to understand. Studies have shown that you have about 10 seconds to grab the users’ attention and keep them on your site. Your home page should have keywords in the title, heading, first few sentences of the first paragraph if possible, and alt tags in images on the home page. You should also continue to use keywords in the rest of the content on the home page whenever it is natural to do so.
Relevant Links have Meaning
Search engines pay much attention to the links on your site and the words that you use in them. The more relevant the links on your page, the more "findable" your website will become in the search results.