Meta tags have had a long history with Google. They used to be powerful signifiers for relevancy. Back in the day, people would type in lists of hundreds of keywords, keyword phrases, as well as all their possible variations! You’d see meta tag lists longer than the lines in Disneyland. Google then announced that meta tags no longer mattered. So people started to ignore the practice. Then some SEOs told us that meta tags are back and everyone once again paid attention to their meta tagging. It’s not easy to tell apart which rumors are true and which are not. So what do meta data have in store for SEO right now?
To everyone who is reading this article, here is the final word on the situation: meta tags are dead. You can bury them six feet under the ground and place a tombstone on top. In fact, most experts say this has been the case even before the start of the last decade. So you don’t have to be too bothered about setting the right keywords in them. Or do you?
Meta tags and descriptions still serve one primary purpose: they show up as your website snippet in the search results page. A well written meta description can be a powerful tool to get your audience interested in your website and drive more clicks from the search results age. This is why its’ still best practice to get competent writers to distill your site description into the few words afforded in the SERPs page. Make sure there is a hook to the copy. In this way, it is still an indirect SEO tool, since more traffic means better SEO.
What Meta Tags Where Really For
This is where the story needs clarification. Some people in the past were mistaken when they thought of meta data as a direct way to boost rankings. It never was. It just helped Google (in the past) to determine your website’s relevance vis-à-vis the keyword a user types. Once again, it affects SEO relevancy, not authority.
So What Do You Do Now That Meta Tags Are Dead?
Since this tactic has long been dead, here is what you can do instead: shift your attention to ramping the number of repeat visits from SERPs. Google algorithms are significantly measuring how traffic returns to your website and this can be an effective measure of content relevance. It’s is a great way to improve your SEO in the same angle that meta data were used in the past. This is because meta data are primarily for creating site relevancy in relation to keywords.