Natural search is the best tactic for generating online leads and outperforms almost all other types of online marketing, according to a recent study out of the U.K. reported by eConsultancy. Meta-tag descriptions are a small piece of the SEO puzzle that can be easily overlooked, but can help search rankings even for non-text files.
“Meta-tag keywords and descriptions become more important when the search engines are not able to determine (or have a difficult time determining) the “aboutness” of a file, such as a video file. In this situation, a keyword-focused meta-tag description can make or break search engine visibility.”
While meta-tag descriptions have been devalued in the past, some major search engines still use metadata when displaying a page’s listing.
Meta tag descriptions should have three goals:
- To encourage searchers to click through to your page
- Reinforce the existing content on the page
- Help achieve top search engine positioning in results that use meta tags to determine relevance
Meta-tag content alone will not make or break your search engine results, but is still an important factor to remember. Organic, natural search traffic requires a broad knowledge of SEO best practices including (but not limited to) how your site is set up, internal linking structure, page construction and quality content.