How to Find and Edit Meta Tags: Titles, Descriptions and Headers

Although SEO continues to evolve and change at a seemingly lightning pace, the fundamentals like HTML titles, meta descriptions and headers remain just as important as they always were.

HTMLAlthough SEO continues to evolve and change at a seemingly lightning pace, the fundamentals like HTML titles, meta descriptions and headers remain just as important as they always were. All three are buried deep within the HTML code for your website.

If you, like many business owners, are not fluent in HTML, you might have no idea how to find and edit these meta tags. Here is what you need to know for each one.

Title Tag
Each Web page’s title is displayed in the browser, but not actually on the page itself. To see the title of a particular page, bring the page up in your browser and read the name of the tab it is in. However, tabs often cut off titles. To view the entire title, or to edit it, open up the HTML code for your Web page, which is much easier than it sounds.

With the page open in a browser on a Windows computer, simply right click with your mouse anywhere on the body of the page. Select the option that reads “View Source” or “View Page Source.” A new page will open with all of the HTML and other code for the page in question. If you are not familiar with HTML, it might look like gibberish.

Near the top of that page of code, look for the bracketed word “title,” like this: <title> and </title>. All of the text between the opening and closing title brackets is your Web page’s title. Make sure it is less than 55 characters and attention-grabbing, and the keyword phrase you want to rank for is present.

Meta Description
A Web page’s meta description is like an ad, or preview, of the page’s content. It does not directly influence Google rankings, but it helps to generate more clicks when viewers read it in search results. However, the meta description does not appear anywhere on the web page. To access it, again you’ll need to “View Source” or “View Page Source” following the instructions above.

On that page of code, look for a line that begins with <meta name=”description” content=”…”. There might be some other words in the code as well. Regardless, look for the text in quotation marks following the content=. That text is your Web page’s description. Read it over carefully, keeping in mind that the purpose is to convince searchers to click on your website rather than someone else’s.

Headers
Headers are the Web version of newspaper headlines. As a general rule, each Web page should have one <h1> tag that serves as the main headline for the entire page. Progressively smaller headlines (<h2> and below) can be used to highlight individual sections of the page and main ideas within each section.

Your headers will display on your Web page as slightly larger, bolded text lines that look like headlines. To view it in your source code, use the same instructions above. Look for lines of code that begin with <h1>, <h2>, <h3>, etc..

Now that you know how to find these key elements on your page, it’s time to edit them. Editing can be a bit more complicated depending on how your website was created. Unless you’re familiar with HTML code and you’re comfortable making edits, I recommend leaving this to a professional webmaster. It’s actually quite easy to screw up your entire website if you’re not careful when you edit your pages.

Although they seem relatively minor, these three elements can make a real difference in your search engine rankings and the number of clicks you receive from SEO. Regardless of whether you do your own editing or employ a professional, make sure your titles, meta descriptions and headers are set up properly, or else you’ll struggle to get your website ranked high.

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Top 10 Local SEO Best Practices for Small Businesses

Have you ever wondered how you could get your business to show up on the first page of Google, along with a map showing your prospective customers exactly where your business is located? The answer is to use local search engine optimization (SEO).

Have you ever wondered how you could get your business to show up on the first page of Google, along with a map showing your prospective customers exactly where your business is located? The answer is to use local search engine optimization (SEO).

With local SEO, you can get your business in front of prospects at the precise moment when they are literally searching for you. It doesn’t get much better than this. However, due to all the Google algorithm updates, local SEO is not quite as easy as it used to be. Whether you’re an SEO veteran or you’re just getting started, use the top 10 best practices in this article to give your business the best shot at ranking on the first page of Google’s local results.

  1. Claim and Complete a Google+ Local Page
    Next time you search in Google to find a business, pay close attention to the big map in the upper right corner of the results page. An entire section of the results list is devoted to the businesses that appear on that map. But here’s the catch: Google doesn’t pull the business information from websites. They are pulled from Google+ Local business pages!

    Setting up your Google+ Local page is easy and free, but you need to pay attention to what you are doing. The number one rule is to create only a single page per location. Creating duplicate Local pages is forbidden by Google’s Terms of Service, and can hurt your rankings.

    In addition, your page must use relevant categories. Think of categories like sections of the Yellow Pages, so the more categories you choose the better—as long as you don’t choose irrelevant categories, which is also against Google’s Terms of Service. Choosing categories can be difficult, so use this list for help.

  2. Add Your Service and Geographic Keywords to Page Titles
    This is especially critical for your homepage, but is a Best Practice for all your web pages. Title tags are like chapter names in a book—they tell Google what the page is all about. Your homepage title tag is like the book’s cover. It needs to be enticing but accurate, and explain to Google what the website holds. For local SEO, adding both the service and geographic keywords to your title tags lets Google know that your site is relevant to people searching for your particular service in your local area.
  3. Make Your NAP Consistent—and Omnipresent
    NAP is an acronym for the most important information when it comes to optimizing for local SEO. NAP stands for Name, Address, and Phone number.

    Google strives to provide the most accurate, credible information to its users. Therefore, before displaying your information, the algorithm cross-checks your NAP across not only your Google+ local page, but the entire Internet! To ensure your NAP is consistent, I recommend searching for your business name in the Moz Local search tool.

  4. Add Pages for Different Services and Locations
    If you provide multiple services, and/or practice in different locations, make sure you create a separate web page for each. Although it may seem redundant, this step is crucial to local SEO. You simply cannot optimize the same page for Houston, Texas, and Deer Park, Texas, and expect it to perform well for either location. Likewise, a page with keywords for both oil changes and collision repair is not truly optimized for either. Make sure that each page is entirely unique, and target each to a core keyword phrase.
  5. Install Schema
    Schema markup is a type of HTML code that tells Google more about your website. When a human reads a particular page, he or she innately understands certain things about that page, such as exactly what is being discussed. Search engines, however, have a much more limited understanding. Schema bridges that gap by adding machine-understandable explanations. Many webmasters are not yet using this valuable tool, so this is a great opportunity to get a jump on your competition.
  6. Get Customer Reviews on Google+ Local
    Unfortunately, getting customer reviews is one of the most challenging tasks that small business owners face, and there is no magical shortcut. The two keys to success are first to ask, and second to make it as easy as possible for your customers leave an online review. Even when you make things easy for your customers, this will be a slow process, but over time, it will improve your local rankings and create a big barrier for your competitors.
  7. Create a Mobile-Optimized Website
    Increasingly, consumers are turning to their phones and other mobile devices when searching for products and services. This is even more true for those who are looking for local companies, which means you absolutely must have a mobile-friendly website to compete in the local search results.

    If you’re like most businesses, then you have been dragging your feet and putting off investing in a mobile website. Well, the time has finally come because on April 21, 2015 Google will launch an algorithm update that will drastically change the mobile search results. In short, if your site is not mobile-optimized at that time, your rankings will suffer dramatically in any Google search launched on a mobile device-which is approximately 50% of all searches today!

  8. Provide High-Quality Website Content
    The importance of high quality content is nothing new for SEO. However, until recently this wasn’t a big factor in the local search rankings. Now, failing to create well-written, unique, informative web pages with at least 500 words of content each could mean your business will not show up when prospective customers are searching for you.
  9. Build High-Quality Links to Your Website
    Again, this is nothing new for SEO, but it’s a fairly new factor for local SEO. Your domain authority, or online reputation, is now a critical factor in your local Google rankings. One of the biggest factors in your domain authority is the quantity and quality of relevant links from other websites.

    As you gain more and more high-quality links, then your domain authority will increase, and in turn, your local rankings will also improve.

  10. Be Active on Social Media
    Exactly how much of an impact social media presence has on local SEO is currently the subject of hot debate. What is not open for debate, however, is the fact that social media is a great way to generate buzz and get exposure for your business. This exposure can lead to more referral traffic, more high-quality links, more reviews, and more online comments about your business, which are all signals that will improve your local Google rankings.

Want more Local SEO Tips? Click here to get my Ultimate Local SEO Checklist

13 Things You Must Do This Year To Boost Your Biz! Part One

OK, so 2011 was a tough year for a lot of business owners. Perhaps you got caught in the maelstrom of economic uncertainty and your business paid the price. Maybe you neglected your business by cutting down or eliminating marketing efforts. Or maybe you got duped by so-called “online gurus” who promise the world with their wonder products, all to fall short of their promises.

[Editor’s note: This is Part One of a two-part series.]

OK, so 2011 was a tough year for a lot of business owners. Perhaps you got caught in the maelstrom of economic uncertainty and your business paid the price. Maybe you neglected your business by cutting down or eliminating marketing efforts. Or maybe you got duped by so-called “online gurus” who promise the world with their wonder products, all to fall short of their promises.

Boosting your business doesn’t have to take a lot of time, or money. Certain marketing tactics are tried and true because they work year after year, decade after decade. They’re proven. And they get results. Best of all, I’m going to reveal them to you … all for free.

Today, I going to go over some proven winners to help create visibility, drive website traffic, increase sales, generate leads and produce buzz. These are low-to-no cost tactics that fit most any budget and most any business niche. All you really need is the manpower to implement them. And the few that do involve a budget are extremely cost effective. So, without further ado, here’s numbers one through six:

1. Affiliate Partnerships/Affiliate Marketing Plan. (Includes joint ventures, also known as ‘JVs). This tactic is having other people market (promote) for you in exchange for a commission. It’s extremely effective and cost efficient. On the JV site, the key is having some kind of leverage when approaching publishers with a similar list size and interest as your own list. In exchange for content or revenue share efforts, you and the other publisher agree to reciprocate either e-news ads or solo emails to each other’s lists for cross-marketing purposes. You have an agreed upon, competitive affiliate split (net commission on each sale) and forward payment either monthly or quarterly. Or, you can agree to reciprocate efforts and both agree to promote to each others’ lists and keep whatever sales (or leads) you each get from the efforts. It’s also a best practice to advise deliverability and performance stats. On the affiliate marketing side, many online affiliate programs are robust and offer real-time access to a control panel where affiliates can download creatives, check status of payments, and view campaign stats. Creating an affiliate program and marketing plan for that program can be turn-key. There are several off-the-shelf programs and softwares, such as DirectTrack and WordPress; as well as online networks such as CJ.com (Commission Junction), Clickbank.com, Linkshare.com. What’s most important as with any affiliate marketing plan is the PR. That is, getting the news out and marketing the program itself to as many targeted locations as possible. If you have a product to sell, not having an affiliate program is simply leaving money on the table.

2. Content Syndication Plus. A recent article by Forbes, which was actually featured here on TargetMarketingMag.com, mentioned 2012 was going to be the year of content and social marketing. Content is king and you can leverage it via the SONAR Content Distribution Model:

  • (S) Syndicate partners, content syndication networks, and user generate content sites;
  • (O) Online press releases;
  • (N) Network (social) communities;
  • (A) Article directories;
  • (R) Relevant posts to blogs, forums, and bulletin boards.

SONAR works hand-in-hand with your existing search engine marketing (SEM), social media marketing (SMM), and search engine optimization (SEO) tactics. If you have original content … you can do SONAR marketing!

3. Search Engine Optimization. In order to drive as much organic traffic as possible to your website, you need to make sure your site is optimized for the correct keywords and your target audience. Once you optimize your site with title tags, meta descriptions, meta keywords, and alt attributes/alt tags, you need to make sure you enhanced your site to harness the traffic that will be coming. That means adding eye-catching email collection boxes to the home page; relevant cross-marketing banners; obvious links to get to product pages; keyword-dense, search-friendly and consumer-friendly content pages; a site map; and more. You don’t want to downplay the importance of SEO. Site already optimized? Great. But remember that you need to review your analytics and visitor usage patterns and keywords on a timely basis, as algorithms and search behavior are always changing.

4. Online Lead Generation Polls. Incorporating a lead gen poll on your website, or having a poll on another site or e-newsletter (via a media buy or ad swap) is a great way to build your list. It’s important to spend time thinking about your poll question—something that is a hot topic, controversial, and relevant to the locations where you’re placing your poll. You want to pull people in with your headline and make the poll entertaining. Your answers should be multiple choice and have an “other” field which encourages participants to engage with your question. I’ve found this “other” field as a fantastic way to make the poll interactive. Many people are passionate about certain subject matters and won’t mind giving you their two cents. Then, to show appreciation for talking the poll, tell participants they are getting a bonus report and free e-newsletter subscription (which they can opt out of at any time). And of course, make sure to mention—and link to—your privacy/anti-spam policy. After you kick off your list-building efforts, make sure you start tracking them so you can quantify the time and resources spent. This involves working with your webmaster on setting up tracking URLs specific to each website you’re advertising on. It also means looking at Google Analytics for your website and corresponding landing pages to see traffic and referring page sources.

5. Viral Marketing. Make sure you have a “forward to friend” feature in your e-newsletter to encourage viral marketing. It’s also important to have what I call a “content syndication blurb”—both on your website and in your e-newsletter. This blurb simply states that anyone can republish your free content, as long as they give attribution to the author and publication, as well as provide a back-link to the original article. This encourages other websites, publishers, editors and bloggers to republish—creating buzz and back-links, both of which help SEO. You can set Google Alerts for your articles (buy using keywords of article title, author, topic) and then see when the article has been picked up by another site. You can also look at your site’s back-links, as well as referring traffic sources, to see which sites you didn’t push the article out to, but republished it from a viral standpoint.

6. Cost-Effective Media Buying. To complement your “free” online efforts, you may want to consider targeted, low-cost media buys (paid online advertising) in the form of text ads, banner ads, blog networks/ads, or list rentals (i.e. e-news sponsorships or solo emails). You’re paying for the placement in these locations, so you must make sure you have strong promotional copy and offers for the best results possible. Blog ad networks and online ad networks are a great, cheap alternative and they have a wider reach. Networks to consider: BlogAds.com, Advertising.com, ValueClick.com, BurstMedia.com, and FastClick.com. You can also find a full list of sites. Make sure you’re savvy as to what comparable rates are (CPMs, CPCs) and try never to pay rate card. It’s all about the power of negotiation.

Stay tuned for the next article which will feature more tips (#7—#13!)