Atopy search php keywords. Description and keywords are meta tags that do not affect rankings. Common mistakes in using keywords

Hello, dear readers of the blog site. Today I want to go into a little more detail than I did in the article about website promotion, to dwell on meta title tags, description and keywords, which have been factors influencing the success of web project promotion for more than fifteen years.

But are they really that useful for your website? Or maybe they are the reasons for the vegetation or very sluggish progress of your Internet project? I will try to answer this question in this article.

When writing this material, I took into account not only my experience, but also the experience of specialists considered authoritative in this field (for the most part, they were included in my list). Reintroduce you to .

Also, for many questions and terms encountered, I will refer you to more detailed materials, so as not to waste your and your time. Well, now let's quickly begin to resolve the intrigue - why a title can be dangerous?

Are title, description and keywords meta tags important for SEO?

So, in order to understand the train of my thoughts and not get lost, you need to start from the beginning, namely from the distant 90s, when the “great and terrible” meta tags (read about) appeared for the search engines available at that time. At that time, the idea that came to the mind of Larry Page (one of them) of using the most relevant to the request entered by the user into the search bar.

This means that the main factor by which the search engine solved the problem of relevance (compliance of the document with the question that the user asked the search engine) was the analysis of the text for the content of words from the user’s request. Not only the density (frequency of use) of the keys in the article was taken into account, but the contents of the keywords, description and meta tags were also considered with all passion. especially the title.

It is from those very distant times that the belief comes that these very meta tags are the key to success in promoting your article. But this is far from the case, and even more than that, everything has turned upside down. They may be the cause, or they will simply put a spoke in the wheels when trying to promote it. Why is this happening? Let's try to figure it out.

All this mess in code might look something like this:

... ...

Actually, you will need to know the syntax for creating a description, title and keywords mainly only for the formal purpose (well, or if you are creating a static site on Html files).

If you create a project on the (site engine), then you will be given the opportunity to simply fill out the form fields, after which this content will be inserted into the title, description or keywords in the web page code. But this is not the point, because we are not talking about details (more on them below in the text), but about global things - why these innocent things can be a killer factor for website promotion.

So, initially these meta tags were supposed to serve a good purpose - make life easier for search engines to identify the most relevant search query pages. As they say, the road to hell is paved with good intentions. If an idyll existed for some time, it was only until competition for the Top search results appeared (traffic comes mainly only from the first page of search engine results for any), and the very presence of a resource in the Top did not directly affect the benefits received its owner.

Widespread spamming of description and keywords meta tags began, and the title also suffered. When ranking, search engines were no longer able to rely on factors that could easily be cheated, and gradually the meaning of the words included in the description and keywords was completely leveled(perhaps not to zero, but very close to it).

For some reason, search engines did not dare to act so harshly with the title. The words contained within this miracle tag are still of paramount importance in ranking, but relatively recently even this tenet of promotion (which lasted about fifteen years) has become less unshakable.

Description and keywords - meta tags that do not affect rankings

So, let's make an interim summary. Can Keywords be thrown in the trash? Well... Probably not. Personally, I try (if I remember) to write down the keys in it, but only those that are most often found in the article. The fact is that they have almost completely ceased to influence positive side for promotion. But Keywords is still capable of shitting all the raspberries. Search engines have not yet abolished the punishment for spam in meta tags.

What's the description? Everything is not clear here. Why? Again, spamming keys in it can negatively affect your promotion. Why is it needed then, if the keywords are contained in it? are not taken into account when ranking, but can cause harm at the same time?

The fact is that the contents of the description by the Google search engine can quite often be used as a resource, especially at first. For example, my recent article about Google results on request “translit” looks like this:

This is not the entire text from the description, because Google and Yandex only take into account a certain number of characters (you can count it yourself, but they usually focus on 150 characters including spaces):

I said that the snippet is most often generated by Google in this way, but Yandex sometimes also does not neglect this opportunity. All for the same request “translit”, the snippet in its output again so far consists of the words contained in the description of this web page:

As you can see, in the resulting snippet from both search engines keywords queries (which I also used when compiling the description) were highlighted in bold, which somewhat increases the chances of a transition to my site, because attracts additional attention to the ad.

This is the main purpose of description for website promotion - the snippet created by a search engine based on it should attract the attention of users and encourage them to choose your resource to go to.

Whether or not the description you wrote will ultimately be used as a snippet is a different question. Your job is to write it down with the obligatory mention of keywords, as well as intriguing and exploiting curiosity content users (within 150 letters).

However, this meta tag is only one of many ways to tell search engines what kind of text they should use as a snippet. Moreover, this method is not the most reliable and does not give any guarantees, but it is simple and straightforward - you just need to get used to always filling out the description fields before publishing an article.

It is clear that if you are in the Top for the request “ plastic windows”, then you will use the entire arsenal of ways to influence the snippet (for example, this one), because this can result in simply fantastic amounts of profit due to the increased CTR of your ad (coupled with the title). But I personally am content only mandatory filling description, and also keywords (a bunch of them, but now I’ve given up on the last one because it’s too much).

Title decides who will be in the Top and who...

What is the main difference between Title and Description? For overspam with keywords in all three meta tags, you can seriously pay by losing positions in search engines. This unites them and makes them a rather dangerous tool in the wrong hands.

But the Title (page title) has one difference. If you don’t include the other two meta tags, then it’s okay by and large will not happen, but if you forget to write a title for a web page, then most likely it will will not participate in the search, i.e. will not be added to index().

Another thing is that almost all CMS automatically generate a title from the title of your article, and the ability to manually change it is usually provided optionally (for example, using appropriate extensions). Therefore, only owners should take care of its mandatory registration.

But the mere presence of a completed header on absolutely all pages of your site does not make a difference. Exists whole line nuances that must be observed automatically when composing texts for titles and which can greatly influence both positively and negatively on.

Moreover, it should be noted that this tag performs two very important roles:

It is precisely from taking into account these two concepts that one should proceed when drawing up optimal text title. This could be the end of the conversation about him, but not everything is so simple. Let's try to chew all this in detail and turn Special attention for those mistakes that can lead to fatal consequences.

Let's start with the impact of the title tag on ranking (from the webmaster's point of view, on promotion):

1. As I already mentioned, the main condition for successful promotion should be the presence of titles for all web pages of your site. No title - no search traffic.

Second an important condition is that this tag should be used in the web page code only once and only inside the Head container (and not Body). In general, the CMS (content management system) you use should be responsible for this, but it doesn’t hurt to check that it’s working correctly. To do this, just look at the source code of any page on your site and make sure that the title tag is present and correctly inserted into this very code.

You can view the source code of a site page by right-clicking in your browser and selecting context menu « Source" (in Opera), or "Page Source Code" (in Firefox), or "View Page Code" (in Google Chrome), or "View HTML code" (IE).

2. Headings for all pages of your site should be different from each other (be unique). It is quite difficult to achieve this in practice (for example, my main page has pagination and these same numbered subpages cannot boast of unique titles), however, for those pages that you promote, this rule must be followed. A large number of pages with the same title tell search engines that this site is similar to GS.
3. The order of keywords inside the title tag is also taken into account by search engines (mainly Google), so it is important to place the most frequent keywords at the beginning (he will tell you about this), and then in descending order of frequency. Implementing this task in practice is not so easy, because the page title must remain readable and, if possible, attractive.

Some CMS (for example, Joomla 1.5) by default form the page title from the site name that comes first, and only then add the title of the article. Following logic previous paragraph, you can’t do this, because you worsen the ranking (promotion) of your resource (you can find links to materials in the article about). Although famous specialist According to Seo, he refutes this principle with his example:



An exception to this rule may be made for famous brands, one mention of which can be an incentive to click on an ad (for example,).

4. Lately Yandex and Google have become sometimes don't use title as the site title in search results. Most likely this is the answer to the fact that this tag does not or does not fully reflect the content of the article. From here we conclude that the words you display in it must be completely relevant to the text of the web page, otherwise the search engine will distort everything to its own taste and color.

Most experts advise limiting title length a certain number of characters (about 70), but personally I don’t always adhere to this rule, because I can’t create short headings. In principle, Yandex can select fragments with keywords from this tag of any length, which allows you to optimize the article for large quantity requests. It won’t look like ice, but it’s quite acceptable, in my opinion:



True, Google, unfortunately, does not know how to do this and the user may not see the keywords from his request at all in the title of the ad for my blog:




5. There is one more point that I personally do not implement when compiling titles for my blog. By default, in many CMSs it is formed from the text of the article title, which will most often be enclosed in . Because the presence of keys in H1 is a ranking factor in itself (although not as powerful as the title), then it makes sense to write the title of the entire page slightly different from the title of the article. I personally don’t do this (it breaks), and in my H2 tags they live, not in H1.

   In WordPress, they usually use . to write unique titles, but in Joomla, as described in the article about .

6. In general, it is very important not to overdo it. On the one hand, brevity is the sister of talent, but simply listing keys in a title can lead to dire consequences (lower rankings or even the page being completely removed from the index). On the other hand, in order to reduce its size, it is advisable to use less empty (stop) words (conjunctions, particles, pronouns), which cannot in any way affect the ranking. All in all, we need to look for a middle ground.

How to write a title that exploits curiosity

A little higher, we looked at the technical aspects that primarily affect the successful ranking of your documents (their promotion). But so far we have only talked very superficially about the second task that Title performs. I'm talking about creating a catchy headline that can very significantly increase the frequency of clicks on your ad in Yandex or Google search results (ctr).

It won’t be very easy to implement all the tips described below in practice (I can’t do it), but if it works out, then this may eventually happen. The idea is to make the page title (title) not only meet all the requirements described above, but also be able to arouse curiosity in the majority of users who read it.

So, let's look at the basic principles of creating headlines that can awaken one of the most powerful driving forces of cognition - curiosity. In order to satisfy his interest, the user will be able to read your article from cover to cover, the main thing will be to maintain the interest throughout the entire article and not disappoint the user at the end (do not cross the line and do not stoop to).

What arouses users' curiosity the most are those titles (title, among others), the statements in which challenge established concepts. This will be especially effective for the reader who is familiar with this topic, but your title breaks the stereotypes he has formed and it begins to seem to him that he probably doesn’t know something (missed something, didn’t take into account, or there is some secret , which he does not know).

The desire to figure it all out flares up, and that’s what you needed. An example, probably, can to some extent be the title of this article (a test of the pen, so to speak).

So, in the way described above, you create some confusion (discord) in the reader’s head, thereby trying to stimulate him to read your article. But it's not that simple. Many readers will be on their own (people tend to evaluate their knowledge, as a rule, higher than it actually is).

They will assume that they already know what your article is about. You need to write the title so that they understand that you know what they know, but in the article you will talk about something still unknown to them.

Well, it would be nice if the text of the article corresponded to the title that was compiled with such difficulty. Each paragraph should maintain intrigue and curiosity, quietly answering the reader's questions.

In general, it is clear that the matter is dark. If you have talent, then using these tips you will be able to create a catchy title, but if you don’t, then you won’t (like me, for example).

Good luck to you! Before see you soon on the pages of the blog site

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