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How to optimize content: title, h1, description, keywords

Why do we need meta tags?

11 Stages of SEO-promotion of a site
Meta tags were created to indicate to search engines about the content of the page, but after the improvement of search algorithms have become only one of the factors in determining the content of the site. All meta tags have a different meaning, application and features.

In the search engine’s output, meta tags are pulled into a snippet

Thanks to these descriptions, the user determines whether to click on a link or continue to search and select more relevant information. Search engines pay attention to the meaning of page descriptions, that is, the content of titles and meta-descriptions is one of the factors in the formation of output for a particular query.

However, in order for the resource to be in demand, you must first understand how, with the help of which phrases it can be searched for, and then optimize the site so that it corresponds to the search phrases. At the same time, the content must also match the meaning of the page itself, otherwise the visitor who clicked on the link will not receive the expected information and will leave the site.

To summarize:

  • meta tags help the site to appear in the results for relevant queries;
  • metatags attract visitors;
  • metatags inform about the content of the page.

What is a title tag

Title is a linked, meaningful sentence in code and appears as a page title in the output.

In the title keywords are better placed closer to the beginning of the sentence. You should use phrases that the user can search for information on the page.
However, all the keywords in the title should be unique, without repetition. If repetition is still unavoidable, the keyword should be in a different word form. Spam keywords in the title in the form of repetition of words negatively affects the ranking of the site.
Title must be unique within the site – this is another feature of this meta tag. There are various methods of crawling to check the uniqueness of the title.

What is the h1 tag for?

H1 is a simple tag, a text markup element in HTML. But it affects the definition of topics by search robots no less than elements with the prefix “meta”. H1 can contain the same keywords as the title, succinctly and briefly summarize the content.


  • h1 is the title that users see at the top of the page itself, not in search engine results;
  • h1 header should be used on the page only once;
  • in the h1 tag are used the most high-frequency keys in a direct occurrence;
  • in the title h1 should not be more than 7 words, keywords are better placed closer to the beginning of the sentence;
  • if the page has more than one product, the title h1 should be used in the plural.

What is the description meta tag

Description – a brief description of the page, which includes the competitive advantages of the site and encourages clicks on links in search results.
It is a meta tag with additional information about the page. It contains two attributes name and content, which contain the name of the meta tag and its content.

The description components:

  • keywords;
  • topics that match the content of the page;
  • attractive wording;
  • a unique selling proposition;
  • advertising component.

Meta tag Description does not directly affect the ranking of the site by search engines. But it is important to note that correct Description greatly increases CTR (Click-Through Rate – the ratio of the number of clicks to a particular page in the results of the output to the total number of its hits), which in turn may increase the position of the site in search results.
Description should be interesting to the user, because he often pulled in a snippet and can affect the number of hits on the page from organic search.
To make description more noticeable, use unicode characters – stars, phones and other pictures.
Do not get too carried away with the use of special characters. A large number of such multi-colored elements can look ridiculous and scare away potential customers, especially in the niches of large businesses. A few pieces will be enough to form an attractive symbol.

Why do you need the keywords meta tag

Keywords are keywords that summarize the meaning of the page. It, as well as description, contains attributes name and content. When creating keywords you should put a comma separated by keywords that summarize the meaning of the page and do not repeat each other.

Do I need keywords today? Not for Google. Back in September 2009 Google specialists announced at the official Webmaster Central Blog blog that keywords will have no influence on the Google search engine ranking.

Keep in mind that Google can punish for overspamming in this tag. That’s why more and more SEO professionals prefer not to fill in the Keywords meta tag.

Rules for writing meta tags

To have unique meta descriptions on all pages, you need to follow a few rules:

1. Prescribe meta tag generation templates. Templates are used in online stores to optimize meta tags:

  • category pages;
  • filter pages;
  • product cards;
  • any sections with a large number of identical pages.

For example, for a page https://site.com/categoriya there can be such meta-tag templates:
Title: [Category name] – buy in the online store [Store name]
Description: Order from [Category name] with free delivery to [Country or City name] ✓ High quality ✓ Affordable prices ☎ 8-000-000-00-00-00 Call!
H1: [Category name]

2. Manually write the meta tags:

  • for the main page;
  • for point optimization of selected pages;
  • if it is not possible to apply meta tags templates.

How to check the meta tags on the page.
There are a huge number of tools to view the meta tags of the pages of the site. Let’s consider the most famous ones.

man typing on a computer

Retrieved from

Description and keywords are meta tags with additional information about the page. They contain two attributes name and content, in which the name of the meta tag and its content are placed.
Title and h1 – simple tags, elements of the markup of text in HTML. But they affect the definition of page content no less than elements with the prefix “meta”.

Promotion of the media: a 569% increase in organic traffic and a fivefold increase in audience. Case of informburo.kz
Properly formatted meta tags perfectly present the site (the need for proper work with tags and meta tags can, in particular, be traced in the case of media promotion), help users correctly identify content and quickly find the necessary information, and search engines – improve the resource in search results.

However, in the description of the page can be pulled up as the information from description, and any part of the text. Therefore, it is worth thoroughly optimizing not only the meta tags, but also the rest of the content.

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Tori Delgado

Writer & Blogger

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Tori Delgado

man typing on a computer

 Renowned SEO specialist known for their in-depth knowledge and passion for search engine optimization. With years of experience in the industry, Tori has gained a deep understanding of the ever-evolving landscape of SEO and has made it their mission to share their expertise with others. Their dedication to staying ahead of the curve in SEO trends and techniques has earned them a solid reputation within the community.

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