Meta tags are important for search engines to understand your website and the appearance it should take in search results. This may be a small snippet of code, but it’s essential for users in terms of user experience and SEO.
In this guide, we’ll dive into the six most important meta tags for SEO, covering what they are, why they matter, and how to use them effectively. By the end, you’ll be equipped to make smarter decisions about meta tags and avoid common mistakes.
What Are Meta Tags?
Meta tags are pieces of HTML code inserted into the section of your web page. They are metadata-meaning information about your page-provided for search engines and web browsers. These tags affect how your page will look in search engine results pages-SERP-and how it will behave on different devices and in different browsers.
The 6 Must Know Meta Tags for SEO
Meta Title/Title Tag
The meta title, better known as the title tag, is one of the most crucial on-page SEO elements. It will appear in the SERPs as your clickable headline for your webpage.
Why It Matters:
Google repeats that meta titles should help the user rapidly understand your content and how it answers their query. An attractive title usually determines whether the user clicks your link.
Best Practices:
- Create a unique title for each page.
- Can be short, yet descriptive (less than 60 characters).
- Avoid vague/ generic terms.
- Incorporate your target keyword naturally.
- Complement search intent and be appealing.
How to Add It:
Insert the following code in the head section of your page:
<title>Your Page Title Here</title>
If using a CMS system, such as WordPress, plugins Yoast and Rank Math easily provide fields for meta titles.
Common Issues:
- Missing Titles: Every page should have a title tag.
- Duplicate Titles: Each page’s title should be unique.
- Overly Long Titles: Google may truncate very long titles in the SERPs.
- Multiple Title Tags: Conflicting titles can confuse search engines.
Use tools like SERPSim or Ahrefs’ Site Audit to locate and fix this issues.
Meta Description
The meta description serves as a short explanation of your page often appearing right below the title in search results. This, too, is not a ranking factor but may help or hinder click-through rates.
Why It Matters:
A well-crafted meta description allures users to click on your link by giving them a clear idea as to what they will find on the page.
Best Practices:
- Write a unique description for each page.
- Keep it under 160 characters.
- Summarize the content accurately.
- Match user intent and avoid clickbait.
- Include your primary keyword where appropriate.
How to Add It:
Insert the following code in the head section:
<meta name="description" content="Your meta description here.">
Plugins like Yoast make that process quite easy for WordPress users.
Common Issues:
- Missing Descriptions: These should exist for all significant pages.
- Duplicate Descriptions: Each page’s meta description should be different.
- Overly Long Descriptions: Keep them short, so they do not get truncated.
- Multiple Meta Descriptions: Only use one per page.
Tools like Ahrefs’ Site Audit can help identify and fix these errors across your website.
Meta Robots
The meta robots tag controls how search engines crawl and index your pages. Proper use of this tag is crucial for directing search engine behavior.
Syntax:
<meta name="robots" content="index, follow">
Why It Matters:
Poorly configured robots tags can result in disastrous SEO consequences such as an inability to index your pages or follow links.
Attributes Commonly Used:
- index: Allow indexing of the page.
- noindex: Do not allow indexing of the page.
- follow: Allow search engines to follow the links on the page.
- nofollow: Do not allow search engines to follow the links.
Best Practices
Apply this tag sparingly to prevent search engines from indexing your content only when needed.
Do not apply noindex to critical pages unless absolutely necessary.
Never use a meta robots tag to block a page that’s already been disallowed in robots.txt.
Common Mistakes:
Noindex Tags Gone Rogue: Avoid accidentally no-indexing pages.
Misusing Nofollow Tags: Manually nofollowing links breaks internal link equity.
Use Google Search Console or Ahrefs’ Site Audit to find and fix these issues.
Meta Viewport
The meta viewport tag makes sure your website is mobile-friendly by setting the visible area of the page. It forms a basis of responsive web design.
Why It Matters:
Google follows the concept of mobile-first indexing, thus, mobile-friendly pages tend to perform better in mobile search results.
Syntax:
<meta name="viewport" content="width=device-width, initial-scale=1.0">
Best Practices:
The default viewport tag assists in displaying the content on devices properly.
The use of a viewport tag along with responsive CSS yields maximum mobile experiences.
Common Mistakes:
Pages without the viewport tag can render very poorly on mobile and therefore have a very high bounce rate and lower rankings. Use Google Search Console’s Mobile Usability report to identify pages having a missing viewport tag.
Meta Charset
The meta charset tag declares the character encoding for your web page so that text is rendered correctly in that character set.
Why It Matters:
Syntax:
For HTML5:
<meta charset="UTF-8">
For older HTML versions:
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8">
Best Practices:
Use UTF-8 encoding for universal compatibility.
Ensure the tag is present on all pages.Tools like Ahrefs’ Site Audit can help identify pages with incorrect or missing charset tags.
Meta Refresh Redirect
The meta refresh tag automatically redirects users to another URL after a set time. However, it’s generally discouraged for SEO purposes.
Why It Matters:
Meta refresh redirects can slow down page loads and confuse users. While Google understands them, they’re not as reliable as HTTP redirects.
Syntax:
<meta http-equiv="refresh" content="5;url=https://example.com/">
Best Practices:
Avoid using meta refresh redirects whenever possible.
Use server-side 301 or 302 redirects instead.Ahrefs’ Site Audit can help identify and replace meta refresh redirects with more SEO-friendly alternatives.
Bonus: The Meta Keywords Tag (And Why to Avoid It)
The meta keywords tag was once a common SEO tool but has been obsolete for years. Both Google and Bing now ignore or even penalize its use due to abuse by spammers.
To remove unnecessary meta keywords tags, crawl your site with Ahrefs’ Site Audit and delete the tags.
Final Thoughts
Understanding and optimizing meta tags is crucial for SEO success. While they might seem technical, focusing on these six key tags—meta title, description, robots, viewport, charset, and refresh redirect—will set you on the path to better rankings and user experience.
Remember, good SEO is about attention to detail. Audit your website regularly to ensure your meta tags align with best practices and support your broader SEO strategy.