The Importance of Quality Meta Tags

The Importance of Quality Meta Tags

Page titles and meta descriptions are key elements of your website’s content. Let’s explore what page titles and meta descriptions are, why they are important and recommendations for best practices. Definitions Page Title (aka Title Tag) A Page Title is an accurate and short designation of a page’s content. This short description helps a user to determine which websites are worthy of a click. Oftentimes, the structure of the Page Title is set up with a pipe to separate the page topic from the brand name, like this: Featured Clients | webShine. Page Titles appear in the browser tab: Page Titles also show up in the snippet (summary) on the Search Engine Results Page (SERP). Meta Descriptions These are the short summaries of web pages that appear in SERPs and on related content pages, such as blogs.If a user searches for keywords that are found in the meta description, they are bolded. This emphasis focuses the search results on meta descriptions that use highly relevant keywords and gives greater visibility to your brand. Important? In short, yes, page titles and meta descriptions are hugely important.  They provide you with an opportunity to market your webpages in the Search Engines Results Pages as noted in the images above.   They also give the search engines insight as to a page’s primary content focus in the header of each page.   Historically, they provided an opportunity to infuse keywords in a page. They still do act as an area of opportunity for keyword usage, but we suggest a softer sell for both users and search engines to meet 2016 best practices. Recommendations SEO...
Google is No Longer Showing Right Side Ads on the Desktop

Google is No Longer Showing Right Side Ads on the Desktop

Google continues to tweak the way it presents search results. This latest change has ramifications for both organic and paid search campaigns. The Change Google is removing text ads from the right side of desktop search and placing ads at the top and sometimes bottom of the page. For “highly commercial” search terms, there may be 4 ads instead of 3 at the top of Search Engine Results Pages (SERPs), as shown below. Although ads will be removed from the right-side, Product Listing Ads (PLAs) and Knowledge Graph boxes can still appear in this space. Reasons for The Change Google has shown that it values mobile search and wants to align the desktop experience with the mobile experience. Since smartphones can only display one column on the screen, no right sidebar ads can appear. By removing the right-side ads from desktop search, the results will be similar between the desktop and mobile screens. Another speculation for the change is that Google realizes that click-through-rate for right-side ads is poor. New elements such as Knowledge Panels have pressed right-hand ads down the page. The expected cost-per-click (CPC) inflation from focusing on the top of the page is expected to be more profitable in the long run. What Does this Change Mean for My Business? With 4 paid search ads taking up top of the page real estate, the organic search results may appear “below the fold”, an area that searchers need to scroll down to see. This results in organic space is being even more precious and leads to an increased laser-like focus on SEO. It is possible that click...