Page and Content Metadata

Meta Tags Google Actually Uses

Google supports a small number of meta tags. Most of what is discussed as “meta tag optimisation” has no effect.

Used

  • <title>, not strictly a meta tag, but the most important element on the page.
  • meta description, often used for the snippet; not a ranking factor.
  • meta robots, indexing and serving directives.
  • meta charset, meta viewport, encoding and mobile rendering.
  • meta refresh, supported but discouraged; use a server redirect.
  • google-site-verification, google: nositelinkssearchbox, google: notranslate.

Ignored

meta keywords has been ignored for many years. Author, revisit-after, distribution, rating and similar tags do nothing for Google.

Alien Road recommends: write descriptions for the click, not for the crawler. Google rewrites descriptions when it finds a better match for the query, so a keyword-stuffed description gains nothing and loses persuasion. We write them as ad copy: what the page gives, and why it is worth the click.

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