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SEO For Small Business Executives: Understanding The Magic Of Meta-Data

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I’ve been using an internally developed tool called WebSite Grader to look at the current “status” of a website and how it scores (on a relative basis) to other small business websites.  (Warning:  The tool is still in alpheta – somewhere between alpha and beta, so please be forgiving if you decide to try it out).  It takes about a minute to process a website, but provides a ton of useful information.  For now, the tool is completely free and doesn’t require registration or an email address.  

As part of this analysis process, one area that we look at is the “meta-data” elements of the site.  This concept is often new to the small business executives I talk to, so I thought it’d be helpful to provide a simple description of what it is and why it’s important.  As is the case with prior articles in this series, if you’re an uber-techie and already grok all this stuff, feel free to save a bookmark to this article for the next time a business-type asks you what meta-data is.  It will save you 10 minutes of your life that you can’t get back.  You’re welcome.

Meta-Data Overview:  Meta-data is information about a web page that is not part of the “core” content of the page.  It provides useful information regarding the page to various pieces of software (a browser, search engine crawlers, etc.).  From a structural perspective, meta-data is stored in a different part of the web page’s HTML code than the usual web content that people see.

There are three primary pieces of meta-data that you should be concerned with.
  1. Title:  This is without a doubt, the most important piece of meta-data there is.  One could further argue that it is the most important part of your web page, period.  Why?  Two reasons.  First, the title is what is recognized to be the one piece of information that describes what the page is about.  (Similar to a book title or article title).  It shows up at the top of the browser when users are browsing your site.  It is the default title your browser and book-marking sites will automatically use when people decide to “save” your site for future use.  Second, it is what search engines also use to figure out what the site is about.  Compared to everything else on your page, it gets the most “weight” from the search engines.  Think of your meta-data title just like you would if you were writing an article for the Wall Street Journal or authoring a book.  The title is immensely important.
  1. Description:  This is an “abstract” or summary of the web page.  Most SEO experts will advise you that you should ensure that important words and terms about your site should be crafted into the description somehow.  I would agree.  Another use of the description is that currently Yahoo! (and possibly other engines) use this provided description, or a part thereof,  when your site “matches” on a given search term and it has to show a small summary of your site below the title.  

  1. Keywords:  This element provides a set of key terms or words that describe the web page.  Many years ago, when search engines were first introduced, the keywords element was very heavily weighted towards determining the context of a web page.  It was a quick way for the search engine to “figure out” what a web page was about (instead of having to scan all the content).  But, as time went on, people started abusing this “feature”.  They stuffed words into the meta-keywords element that had nothing to do with the web page’s content.  (The rationale was that by stuffing “popular” words, they’d draw some traffic).  As a result of this abuse, the importance of the meta-keywords element has been greatly diminished.  Search engines no longer look at this information as the definitive way to figure out context.  However, most SEO experts continue to advise that it is important to use the keywords element because it is still used.


That’s it.  Basically, the key is to make sure that you understand what the three most important pieces of meta-data are and ensure that you include them in your web pages.  

Posted by Dharmesh Shah on Mon, Nov 20, 2006 @ 01:01 PM

COMMENTS

Hi Dharmesh,
You might want to show a picture of the home page and where the title is. It might not be perfectly intuitive what you actually mean by title.
Brian.

posted on Monday, November 20, 2006 at 1:11 PM by


Brian: Good point. I added a simple screen-shot to the article to make things more clear.

posted on Monday, November 20, 2006 at 1:51 PM by


It seems to have trouble finding my keywords ('Business', 'Blog', and 'Consultant') in the title of my website even though they are plainly there.

posted on Monday, November 20, 2006 at 11:12 PM by Dave


Dave,

Thanks for your question.

I just ran your website through the website grader and it did indeed see your meta-information, including title, keywords, and description -- have another look. The fact that those are part of your site is a positive contributor to your score.

What the website grader also picked up on is that your site is not ranking in the top 100 (first 10 pages on google when you search on them) in any of those three keywords. In fact those are three tough keywords to crack into the top 100 on. I might recommend you re-run the report and put in some different keywords into the blank under where you entered your website. For example, the term "business blogging" might be one where you could work at moving up the Google rankings.

If you want more help, you can drop me an email...

Brian.

posted on Tuesday, November 21, 2006 at 12:17 AM by Brian P Halligan


it was really very informative article..

posted on Tuesday, December 05, 2006 at 10:17 AM by dharmesh


Brian,

Thanks for your reply. One thing I noticed with the way your website grader matches title and keywords: it is case-sensitive. For example, my title has "Business Blog Consultant" in the title but if I enter "business blog consultant" into the Website Grader it claims no match. I am not knowledgable enough on SEO to know if that is an accurate reflection of Google's algorithm or not.

posted on Saturday, December 09, 2006 at 8:34 PM by Dave


Brian, Thanks for coming up with such a wonderful tool. Though we've used similar tools before I liked the 'detailed' report it produced. One quick note in followup to what Dave said, WebsiteGrader does seem to be differentiating on the case of the title - 'BlackBerry' is different from 'blackberry'. Does google's algorithm treats them seperate? Thanks!

posted on Friday, February 16, 2007 at 1:04 PM by Mobylo


Hi,

Thanks for such a nice article. Dharmesh I am unable to see the screen shot. Please give me suggestions on the use of flash in the website. Does it reduces ranking??

Thanks

posted on Sunday, February 18, 2007 at 9:07 AM by Tariq


Hello,

I intend to develop a website for my Company - "PARSH CABOODLE" (web address - www.parshcaboodle.net).

It's a IT Company into various services like IT Consulting, Product Development, Training etc.,

I would like to know on how to go about it. I need to develop a website.

Thanks,
Ashwin Kukillaya

posted on Saturday, March 10, 2007 at 2:20 AM by Ashwin Kukillaya


Hi:

I would like to introduce Mckenez Technologies (www.mckenez.com), a worlds pioneer in Resource Consulting.

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Our goal is to "fill your needs and earn your trust".

If somebody looking for resources or have any requirements related to IT/ITeS please feel free to get in touch with us.

Thank you
Prem Nair

posted on Thursday, March 29, 2007 at 2:12 PM by Prem B.Nair


This info is great and the website grader tool is fantastic. Its helped me understand so much more on SEO.

posted on Thursday, May 03, 2007 at 11:05 AM by Ryan


I submitted my blog to websitegrader.com and
the report suggests that I add Description and Meta Data. You say: " From a structural perspective, meta-data is stored in a different part of the web page’s HTML code than the usual web content that people see.tion and
Meta Tags. " Would you kindly tell me where I
should the Meta Data and the description?
Thank you,
Fran

posted on Saturday, May 12, 2007 at 11:50 PM by Fran Civile


After reading this article, I find myself wondering if there is a someone I can get to analyse my website and make the correct changes so that it will be on top for the webcrawlers. If so, what price range should I expect to pay?

posted on Wednesday, July 11, 2007 at 6:51 PM by Carrene


Hi,
I ran this tool on one of my website http://www.affordable-web-solutions.com and found it very useful and the reports well compiled. But I found in the report it is mentioned that my site is lacking RSS feeds. I would like to know from experts out there of how important is RSS feeds for the SEO of a website.

posted on Thursday, July 12, 2007 at 2:56 AM by Personaltrainer


I appreciate getting notices of new posts. I wish
you could add a screenshot as mentioned in this
post - I never did see it...
quote
<Brian: Good point. I added a simple screen-<shot to the article to make things more clear.
<posted on Monday, November 20, 2006 at <1:51 PM by Dharmesh Shah

Thank you,
Fran

posted on Friday, July 13, 2007 at 2:15 PM by Fran Civile


great article. I used this to work on my titles etc. thanks

Michael
http://www.nipplecharms.com

posted on Wednesday, July 25, 2007 at 3:17 PM by Nipple Jewelry


I run my website www.btbcapital.com thru WebGrader and is tells me Permanent Redirect Not Found. I used GoDaddy and have made sure that http://btbcapital.com is redirected (permanently) to http://www.btbcapital.com. Any ideas on how to fix this? Thanks in advance. Greg

posted on Wednesday, August 01, 2007 at 12:04 AM by G-money


I have been working on a website on and off for a year. I purchased a couple programs to guide me, but I do the work. Unfortunately the verbal guidance is inadequate and I have been flopping around like a fish out of water.
Your "Meta-Data Overview" has been most helpful.

I rank 10 and 12 on google and yahoo with "tree toppers finials", did not rank on MSN and non of my other items rank. Am going back to add description to all items as well as pages. Any other suggestions? www.columbiatrades.com

Thanks,

posted on Monday, August 27, 2007 at 7:33 PM by Helen


It sure is nice to know there is someone out there to answer some of my questions.
1. Should I be conscious of characer or word limits for "description" "meta" and "keywords"
2. Should I publish my website after each days work?
3. How long before search engines pick up any changes for me to check rankings?

Thanks

posted on Monday, August 27, 2007 at 7:53 PM by Helen Ussery


It doesn't appear that anyone is answering questions on this post anymore. Last one answered looks like nearly a year ago. The unfortunate part is that you have read nearly to the end of this page to find this out but I at least hope you don't waste your time in posting hoping someone will answer when obvioulsy they won't.

posted on Thursday, September 20, 2007 at 6:16 PM by Barry Crewse


Barry: We try to monitor our blog comments and respond to questions when possible. If you have a question, feel free to post. I'm watching this thread.

posted on Thursday, September 20, 2007 at 6:44 PM by


i hope this tip will help me a lot to improve my seo..

posted on Monday, September 24, 2007 at 12:52 AM by baloot


plz explain google ranking

posted on Friday, September 28, 2007 at 8:20 AM by Elangovan


Good information. I have been using the website grader tool and it is an excellent guide to me as far as how the site is doing. Thanks.

posted on Friday, October 05, 2007 at 11:49 PM by eric


i haven look into yet

posted on Sunday, October 14, 2007 at 4:50 PM by Ricardo Barahona


hey dear your tool is very helpful.I used it and found that my blog also have some popularity.Ok now I have a request for you,could you make a review for my blog once?it should help me a lot.What should it require and how I can I mange it.Pls visit at http://kasakk.blogspot.com
And could you pls post anything about my blog so that some viewers can go to my sites.I can do reverse for you.Thanks.

posted on Wednesday, October 17, 2007 at 4:22 PM by Manas Kabiraj


How can I add these Meta-Data words on my site so it will be easier for the search engines pick me up?

posted on Monday, October 22, 2007 at 4:52 PM by Raquel Ratcliffe


شيله شيلات شعبية قصائد الخيمة الشعبية الشرهان الراوي الشيلات الشعبية فهد المفرج شاعر المليون

posted on Sunday, December 30, 2007 at 3:02 PM by ابونواف


شيله شيلات شعبية قصائد الخيمة الشعبية الشرهان الراوي الشيلات الشعبية فهد المفرج شاعر المليون

posted on Sunday, December 30, 2007 at 3:03 PM by ابونواف


I ran my wifes website and by reading the report and information links, I have learned a lot. I especially appreciate the ability to compare competitor sites. Thanks for this great tool. and thanks to PC Magazine for mentioning it.

posted on Monday, December 31, 2007 at 9:49 AM by Jim Joeriman


Hi
very good graber Best!!!
http://www.adwordsa.com/

posted on Friday, January 11, 2008 at 12:46 PM by Peter


Great Tool. Thanks
http://www.JoAnnNorton.com

posted on Friday, January 11, 2008 at 2:43 PM by Jo Ann Norton


Great tool. I added meta data to my site www.crossfitcleveland.com (hosted on blogger) but websitegrader reports that there is no meta data on the page, only on subpages. Does anyone know how to correct this or am I limited using blogger?

posted on Monday, January 14, 2008 at 4:31 PM by Bill Russell


A nice SEO Article Site

posted on Friday, January 18, 2008 at 12:14 PM by SEO Freelancer


I have added keywords and description to my website, when runnig it againt this tool(websitegrader). For meta keyword it displays very old keywords while for the description it displays no description found.
Is it a bug or feature:)

posted on Wednesday, January 23, 2008 at 3:38 PM by dangiislam


Nice article. Just added keywords and description to my page header after reading this..

posted on Thursday, January 31, 2008 at 2:07 AM by Soumik


This is a great tool, thank you. But I would appreciate some links to information or resources on HOW to add the descriptions and metadata to our websites if they are missing (as mine are). I had my website done by a designer...altho I love the look of the site, it has NO SEO whatsoever. Any further information you can add to back up the report would be helpful. Thanks so much!

posted on Monday, February 04, 2008 at 10:27 AM by Girl Friday


I have been using the WebsiteGrader.com for that last few days. It is amazing!
To answer the comments from Greg: <"I run my website www.btbcapital.com thru WebGrader and is tells me Permanent Redirect Not Found. I used GoDaddy and have made sure that http://btbcapital.com is redirected (permanently) to http://www.btbcapital.com. Any ideas on how to fix this? Thanks in advance. Greg">
I used this script in an .htaccess file that I created. (four separate lines)
Options +FollowSymLinks
RewriteEngine on
RewriteCond %{HTTP_HOST} ^www.YOUR_DOMAIN\.com
RewriteRule ^(.*)$ http://YOUR_DOMAIN.com/$1 [R=permanent,L]
Note: replace "YOUR_DOMAIN" with the address of your website. This code is used to link both the www.YOUR_DOMAIN.com and the YOUR_DOMAIN.com together. This way they will share the links and their rank will improve.
Note: Remember to put .htaccess in the same location as your index.html file.
Enjoy,
Paul.
Email me if this is confusing!

posted on Wednesday, February 13, 2008 at 6:10 PM by Paul J Heidema


Here is where the meta keywords and meta description is to be placed on a webpage:
<html>
<head>
<title>Website Title Goes Here</title>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
<meta name="description" content="This is where you describe what your site is all about!" />
<meta name="keywords" content="words, that are, separated, by commas, like, tires, or, freeze-dried noodles" /></head>
<body>
Your website content goes here...
</body>
</html>
--> Please notice the part that begins with <meta name
I hope that this helps!
Paul.

posted on Wednesday, February 13, 2008 at 6:24 PM by Paul J Heidema


Thanks for posting this great article as well as the others on this site. I also recommend getting the free ebook Hubspot offers you can download it: <a href="http://www.hubspot.com/internet-marketing-ebook">here</a>

posted on Thursday, February 21, 2008 at 7:01 PM by Jonathan Smith


You can also get it in their free Internet marketing kit at the top of the page. The ebook has the screenshot referenced above.

posted on Thursday, February 21, 2008 at 7:05 PM by Jonathan Smith


The Website Grader is a marvellous tool. I have followed its recommendations and will be checking on increasing my score. My website is www.achievesafety.co.uk and I will be following this forum with interest.
Thank You
Peter Bradley

posted on Sunday, February 24, 2008 at 12:56 PM by Peter Bradley


Even though I've added all the metatags the grader still says they are missing. What am I doing wrong?

posted on Wednesday, March 05, 2008 at 12:16 PM by Melissa


Hi Melissa...
I had the same problem with the meta tags not showing up. If your website address is - www.melissa.com, you might want to check melissa.com (without the "www"). If one or the other is the one that shows up, make the permanent redirect (I wrote a comment about it higher on this page) to direct to the one that shows the meta tags.
I hope that this makes sense.
Good luck!

posted on Wednesday, March 05, 2008 at 12:55 PM by Paul J Heidema


I found this site to be extremely helpful with SEO optimization and also helping me to understand how the search engines look at the information stored behind the scenes.
I am slowly making my site rank higher in the stats, yesterday I was ranked at a 30, today a 40. Who knows, tomorrow I may reach 50!
Thanks for the information and if anyone wants to check out my site:
www.softclickit.com
I accept all feedback about design, content etc., so feel free to let me know your thoughts.
Thanks again,
Eric

posted on Tuesday, March 11, 2008 at 9:45 AM by Eric Levay


Hey Paul Heidema, if you come back here and see my comment, will you please tell ME where to insert my keywords into this jumbled mess (to me) of a 'header':
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="http://www.w3.org/1999/xhtml">
<head profile="http://gmpg.org/xfn/11">
<meta http-equiv="Content-Type" content="<?php bloginfo('html_type'); ?>; charset=<?php bloginfo('charset'); ?>" />
<title><?php if (function_exists('seo_title_tag')) { seo_title_tag(); } else { bloginfo('name'); wp_title();} ?></title>
<meta name="generator" content="WordPress <?php bloginfo('version'); ?>" /> <!-- leave this for stats -->
<link rel="stylesheet" href="<?php bloginfo('stylesheet_url'); ?>" type="text/css" media="screen" />
<link rel="alternate" type="application/rss+xml" title="<?php bloginfo('name'); ?> RSS Feed" href="<?php bloginfo('rss2_url'); ?>" />
<link rel="pingback" href="<?php bloginfo('pingback_url'); ?>" />
<?php wp_head(); ?>
</head>
<body>
I don't see anything which says 'put your keywords here'... I guess that would make it too easy for newbies!
Thanks a lot.
Heather

posted on Thursday, April 03, 2008 at 2:53 AM by Heather in Beautiful BC


Hi Heather,
-
<head profile="http://gmpg.org/xfn/11">
<meta http-equiv="Content-Type" content="<?php bloginfo('html_type'); ?>; charset=<?php bloginfo('charset'); ?>" />
<title><?php if (function_exists('seo_title_tag')) { seo_title_tag(); } else { bloginfo('name'); wp_title();} ?></title>
-
***Insert-Meta-Keywords-AFTER-Title***
-
<meta name="keywords" content="toyota, toyota cars, toyota trucks, toyota suvs, toyota accessories">
-
*** Example-above-is-from-toyota.com***
-
-
<meta name="generator" content="WordPress <?php bloginfo('version'); ?>" /> <!-- leave this for stats -->
<link rel="stylesheet" href="<?php bloginfo('stylesheet_url'); ?>" type="text/css" media="screen" />
<link rel="alternate" type="application/rss+xml" title="<?php bloginfo('name'); ?> RSS Feed" href="<?php bloginfo('rss2_url'); ?>" />
<link rel="pingback" href="<?php bloginfo('pingback_url'); ?>" />
<?php wp_head(); ?>
</head>
-
I hope that this makes things clear.
Paul J Heidema.

posted on Thursday, April 03, 2008 at 7:07 AM by Paul J Heidema


Hi Heather...
-
It is a good idea to add a meta description to your site too. This is what will be shown when someone see your website link and description on sites like Google and Yahoo!
-
<meta name="description" content="Official Site of Toyota Motor Sales - Cars, Trucks, SUVs, Hybrids, Accessories & Motorsports.">
-
The above is the meta description from Toyota.com
-
This can either be placed just above or just below meta keywords (Both of which should be after the title tag.
-
All the best,
Paul J Heidema.

posted on Thursday, April 03, 2008 at 7:15 AM by Paul J Heidema


Clear as mud....
Sorry, I don't mean to be a pest, but I'm still not exactly sure where to put the keywords... or how...
Here's the code again:
<title><?php if (function_exists('seo_title_tag')) { seo_title_tag(); } else { bloginfo('name'); wp_title();} ?></title>
<meta name="generator" content="WordPress <?php bloginfo('version'); ?>" /> <!-- leave this for stats -->
As you can see the word 'title' is repeated 4 times... where exactly do I put my keywords.
Do I remove any of the code which is already between <title> and </title>?
Let's say my keywords are 'power boating'. Do I put: <title>power boating</title> or <title>keywords power boating</title> or do the keywords go into one of the brackets?
I hate feeling like such a dumb blonde :) but I don't want to do it wrong...
Thanks again!

posted on Thursday, April 03, 2008 at 12:54 PM by Heather in Beautiful BC


I have analyzed my home page and another page on my site. For some reason it isn't finding my keywords on one page or my description in another. Can anyone tell me why or what I am doing wrong?

posted on Monday, April 07, 2008 at 6:36 PM by Dr. Darla M. Birchall, DSc, ND


Hi - very helpful; I'm new to this and understood most of the reports content except for the permanent redirect between www.emsnav.co.uk and www.emsnav.com but i will look into it.
Thanks Karen

posted on Saturday, April 12, 2008 at 6:37 AM by karen


I love the Website grader tool. When I developed my site, I made the mistake of not filling in the Title Tags, Description and Keywords for most or all of the 200+ products. I have now completed this task for three quarters of those pages and have seen positive results for most pages and a falling off on others. It seems to change dynamically often throughout the day as to how it grades my site. I have noticed my website grade going up as I implement the graders suggestions. I just want to personally thank you for providing this wonderful tool.

posted on Friday, April 18, 2008 at 10:48 PM by Rich


ı have a problem with meta tag especially language selection, turkish characters can not seen on your site statistics. how can ı fix??

posted on Sunday, April 20, 2008 at 7:03 AM by ankraj


Finally a great tool to help with SEO, thank you sooooo much!

posted on Saturday, May 03, 2008 at 11:11 AM by Eva


i need someone to please help me im so cofused i dont even no were to start could someone tell me what to do first so i can focus on one thing at a time i dont no nothing im doing i have had this website for 8 months i have nothing please help me does my domain name ok or should i change it do i advertise my whole store or just one certain item one more thing i dont no html can i just in the text how do i generate html i hope i said that right thankyou kabiolas

posted on Wednesday, May 07, 2008 at 6:58 PM by karen


Thank You. You are giving precious knowledge ...

posted on Monday, May 19, 2008 at 4:13 PM by Volkan SOYYİĞİT


Many thanks for sharing your great knowledge. Hope to reach a better positioning as i'm a newbie to SEO world!

posted on Thursday, May 22, 2008 at 6:49 AM by nando


5sfdf sdf

posted on Saturday, May 24, 2008 at 2:24 PM by 5


Thank you for sharing this good information!
I've tried Website Grader, and thanks for that, I know what to do for make my blog better!
I'll bookmark this! Thanks again! :)

posted on Friday, May 30, 2008 at 9:35 AM by MysteryE


I also suggest adding a GEO TAG if you are trying to gain market share in a specific country. It has helped my website a considerable amount.

posted on Monday, June 02, 2008 at 4:15 PM by Sean Hurley


Can anyone help me? I don't understand how to do this even with the code..I don't get how to insert and then where do I put it on my blog? I am confused. I run product review site for hip cool new products. Can someone help me write the code and put in the keywords and where do I put it. Anyone have time for me? Please?

posted on Thursday, June 05, 2008 at 10:29 PM by Shanda


I am impressed with your informative site. I have done the suggestions of keyword potentcy and changed a couple of the tabs to coincide with the keywords. I still get a 'dingbat' rating...hahaha... would appreciate your help and evaluation.
I am using an outfit (landmarkmerchant.com) that built the site that allows me to make adjustments to the site. The catch is... I am a computer dummy. This is frustrating...grrrrrr.... could use some help here on 'page rating'.
TY,
GAFSR
www.foryouweddinggifts.com

posted on Sunday, June 08, 2008 at 4:10 AM by Gary A. Franklin Sr.


You article and website have proved to be very helpful with the growth of my company, Greenview Marketing (www.greenviewmarketing.com). The meta data information is very important and I think it is those little things that will set companies that follow them apart from others who do not fully utilize the power of the internet.

posted on Tuesday, June 10, 2008 at 11:09 AM by Bryan Ruiz


Very first time i used this tool for my website and i got total grade as 22, i seriously tried to improve on each and every aspect that the tool suggested and after almost a month, my website grade improved to 67 !! 
 
Thanks for such a great tool.. 
 
Ameya, 
 
http://www.madeitsimple.com

posted on Friday, July 04, 2008 at 7:17 AM by Ameya Pimpalgaonkar


run my site and please tell me how to improve my traffic so i can generate sales.

posted on Saturday, July 05, 2008 at 6:14 PM by Jonathan


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