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Modifying Website HTML for SEO - Title, Keywords, Description and Language Tags

Updated on January 17, 2014

Professional SEO Help

Any website can increase its search engine potential with the right help.
Any website can increase its search engine potential with the right help. | Source

HTML and Website SEO Explained for the New Webmaster

If your new to SEO and don't understand HTML, it is considerably difficult to interpret what tags are being referenced too and what SEO is all about.

As I'm a professional search engine optimization expert, I'm able to make modifications to all scripts used for HTML website building. However, for most it's not the same.

HTML is the acronym for Hyper-Text Markup Language.

The term hyper-text is in regards to the text or script that is being used.

Markup is referring to the attributes added to a basic scripts elements.

Language is a literal term. It is the entire scripting code itself. i.e One person can speak English and another can speak German. Either way, both have their own primary language.

HTML can be considered as the main language used for internet browser communication.

The language is used to build a website script that is translated by the browser and displayed accordingly. There are 2 important parts of an HTML document - The head and body sections

A very basic, HTML only script that can be entered into notepad.

<html>

<head>

</head>

<body>

<h1>An example of an html script heading, the h1 tag</h1>

<p>This is a paragraph tag</p>

</body>

</html>

Once finished, save with .html or .htm at the end of the file name. e.g The file name could appear as yourfilename.html

Now it's saved, it can be opened as a webpage because it was given the .html file name attribute. Notepad has to be closed to access the file.

A websites entire HTML file makes use of 3 main codes or scripts. HTML is used for information, CSS is used for layout and javascript is used to increase interactivity.

When webpages where fist being placed online, they only consisted of HTML. Other scripts where still under development. It was for that matter that the script was deliberately made the way it was, so other scripts could also be inserted at a later date.

A Website that needs SEO

Example of a very basic page that needs SEO.
Example of a very basic page that needs SEO.
Want to view this very basic, non optimized HTML? The following code can be copied into notepad and saved with .html at the end of the filename. This makes it an HTML file. With notepad closed, it can be accessed from your "documents" folder.

Here's the code

<html>
<head>
</head>
<body>
<h1>SEO on a website is straight forward when approached with the right mindset</h1>
<p>This is very basic website HTML</p>
<h1>These tags and areas are of interest</h2>
<p>As discussed earlier...</p>
</body>
</html>

The way an SEO Expert would Analyze a Website

It's fair for a webmaster to assume that if a website looks really good and has useful content on it, then it should have no problem ranking well in a search result.

The truth is, unless your content or coding is optimized or contains specific elements, then there really isn't much a crawler will gather from the data on the page.

SEO will address several factors.

In relation to a websites coding, an expert will want to make all the changes necessary. However, making a big change to a website in one session, that's still lacking its notoriety, may result in a lengthy wait while the crawler modifies and updates its index. A possible time frame of anywhere from 3-9 months until it's fully indexed could be expected.

Coding may need to be changed completely or slightly modified in order to attain a better search result. Unless you're familiar with HTML and how to best optimize it, doing that part yourself, regardless of how well someone can explain it to you, can prove to be fatal.

For that reason, only straight forward coding, with easy to understand DIY techniques will be portrayed. - The last thing this author wants a webmaster to do is cause serious implications to their website.

We will focus mostly on the head section of an HTML document.

HTML Language Tag

The language tag defines the language that the page is using.
The language tag defines the language that the page is using.

Add this SEO Code to your HTML Document

Here is the SEO language tag
lang="en-GB"
Add the above code in the opening html tag. Once your done, the code should look like below.
<html lang="en-GB">

Optimizing an HTML Document - The Website Language Tag

I have been an SEO professional for quite some time now. I've seen many websites coding and scripting.

I have modified so many pages now, it truly has become hard for one to place a number on the total amount of websites I have optimized.

Many webmasters, I have seen, forget a single piece of important website script. The website HTML language script.

It's easy to get caught up in thinking that the script sounds like its not needed. The terms and phrasing on the website should be self explanatory enough to convey the language being used.

For a search engine it's a different mindset.

A lot of websites are published under a .com domain that aren't just American.

Anyone, anywhere in the world can have a website with a .com domain. In fact the same rule applies for every domain.

That's the governing factor behind the language tag. It is, essentially, the target language.

The tag is inserted in the opening HTML script on a page.


The Keywords Meta-Tag

The keywords meta-tag. Although it's not the only means that Google uses to determine what's on a website, it still proves to be beneficial.
The keywords meta-tag. Although it's not the only means that Google uses to determine what's on a website, it still proves to be beneficial.

Insert this Into Website HTML Code

Meta-keywords tag
<meta name="keywords" content="keywords, keywords, keyword, keywords, etc...">

Optimizing an HTML Document - The Meta-Keywords Tag

Another important tag that frequently gets left out of a websites HTML document, is the meta-keywords tag.

When search engines where initially founded, there sole means of understanding a pages content was with the tag.

After a while some webmasters found out they could get visitors for search terms that had no relation to the website that was endorsing them.

The main websites that would abuse the tag where websites that you wouldn't want your children to view. It consisted of mostly adult orientated content.

That's not to say that only adult material was showing up in search results. They where just more in your face about it.

Even after all the webmasters abuse of the tag, it is still used by every search engines crawler. It has just been given less weight in a search result.

The coding for the tag is pretty basic and easy to use.

It gets placed in between the head section of the HTML document.


The Meta-Description Tag

An attention grabbing and encapsulating description should be placed here.
An attention grabbing and encapsulating description should be placed here.

The Meta-Description HTML Script

Insert this into your HTML Document
<meta name="description" content="A thorough description should be placed here">

Optimizing an HTML Document - The Meta-Description Tag

The keywords tag is used to inform a search engines crawler of the possible keywords to be found on a page. Whereas, the meta-description is used as text in a search result under that page.

To make it clear, this is what someone will see for a URL as a description.

That means if someone were to type a query into Google, and as always, get a mammoth list of websites as a result, the description within this tag is what they will see under that URL.

If the script wasn't there, all that would be shown would be a small snippet of text that the crawler found in the pages content somewhere.

The description should be unique for every page. Re-using the same description on a separate page is not recommended. The reasoning - Every page should be different!

The Title Tag

The title tag is the search engine optimized title for that page.
The title tag is the search engine optimized title for that page.

The Title Meta-Data

Insert this into your HTML document
<title>Your Search Engine Optimized Title</title>

Optimizing an HTML Document - The Title Tag


The title tag is used as a title for that page. It is inserted using the title attribute.

Just like the keywords and description tag, this tag should also be unique to each individual page. This is the title that SEO can be implemented on.

For example;

A hardware business, let's call it TT's Tools, has a product named professional hedge trimmer. The search term, TT's Tools, will be easy to gain in a search result due to the content that naturally appears on the website.

The professional hedge trimmer term however... With the aid of the tag, it's now become a lot more effective.

This is why the title tag is used.

Is SEO any Easier to Understand?

Did we help explain the process enough for you to implement some basic SEO strategies?

See results

© 2013 Martin Heeremans

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