As a marketing agency, I get to see a lot of clients’ websites. As part of our research when we take on a new client, we always look at their website, not just to find out what the client does, but also to see how well their site is put together.
I have to tell you that I’m often amazed that an awful lot of websites don’t have even the most basic SEO. What I mean by that is that the website pages don’t have any meta titles or meta descriptions – all of which are very easy to put in when the website is built, and should be easy to put in even afterwards. To leave them completely empty is just a no-no.
How Google works out what your website is about
Why is this so important? When Google (and other search engines) is crawling the web, it has to decide what your website is actually about. It reads the text on your web pages, but it also takes a great deal of notice of your meta tags, eg Meta Title, Meta Description. These are your way of telling Google “When people search for the terms in my meta tags, I want you to put my website in the search results (SERPs).” if there’s nothing in the meta tags, Google won’t know what your site is about and is less likely to bring it up in the SERPs, or will rank it lower.
The meta description is also important, because although it is not used for SEO, it is the text that Google displays in the SERPs when it returns your page in a search and so it should contain marketing text that persaudes people to click on YOUR website and not those of your competitors. You should have a different meta description for each page. Amazingly, an awful lot of websites have exactly the same meta description for each page. So how are people going to be persuaded to read your page and how will they know which page to read in the search results if they are all the same? Many websites don’t have a meta description at all, in which case Google will just display the first text it sees on the page – which may not be the text that you want people to read.
Action you can take on your SEO right now
Don’t despair! There are actions you can take on your seo right now. Check your website now and do something to put it right. You can check if you have meta tags by displaying your website, click “View Source” and search the code for “meta”. Then look at the text next to the “title” tag and the “description” tag. If it doesn’t look right, talk to your web agency about adding in some basic seo, or if you can edit your own website, go into the CMS and add in different titles and descriptions for each page. Do it now, it’s important! If you don’t know what to do, drop us a line and we can help.