HTML is the underlying code used to create web pages. Search engines can pick up ranking signals from specific HTML elements. Below are some of the most important HTML elements to achieve SEO success.
HTML Title Tag
Imagine that you wrote 100 different books but gave them all the same
exact title. How would anyone understand that they are all about
different topics?
Imagine that you wrote 100 different books, and while they did have
different titles, they weren’t very descriptive — maybe just a single
word or two. Again, how would anyone know, at a glance, what the books
are about?
HTML titles have always been and remain the most important HTML
signal that search engines use to understand what a page is about. Bad
titles on your pages are like having bad book titles in the examples
above. In fact, if your HTML titles are deemed bad, Google changes them.
So think about what you hope each page will be found for, relying on
the keyword research you’ve already performed. Then craft unique,
descriptive titles for each of your pages
The Meta Description Tag
The meta description tag, one of the oldest supported HTML elements,
allows you to suggest how you’d like your pages to be described in
search listings. If the HTML title is the equivalent to a book title,
the meta description is like the blurb on the back describing the book.
SEO purists will argue that the meta description tag isn’t a “ranking
factor” and that it doesn’t actually help your pages rank higher.
Rather, it’s a “display factor,” something that helps how you look if
you appear in the top results due to other factors.
Technically, that’s correct. And it’s one of the reasons we decided to call these “success” factors instead of ranking factor.
Because a meta description that contains the keywords searched for
(in bold) may catch the user’s eye. A well crafted meta description may
help ‘sell’ that result to the user. Both can result in additional
clicks to your site. As such, it makes sense for the meta description
tag to be counted as a success factor.
Be forewarned, having a meta description tag doesn’t guarantee that
your description will actually get used. Search engines may create
different descriptions based on what they believe is most relevant for a
particular query. But having one increases the odds that what you
prefer will appear. And it’s easy to do. So do it.
Header Tags
See the headline up at the top of this page? Behind
the scenes HTML code is used to make that a header tag. In this case, an
H1 tag.
See the sub-headlines on the page? Those also use header tags. Each of them is the next “level” down, using H2 tags.
Header tags are a formal way to identify key sections of a web page.
Search engines have long used them as clues to what a page is about. If
the words you want to be found for are in header tags, you have a
slightly increased chance of appearing in searches for those words.
Naturally, this knowledge has caused some people to go overboard.
They’ll put entire paragraphs in header tags. That doesn’t help. Header
tags are as much for making content easy to read for users as it is for
search engines.
Header tags are useful when they reflect the logical structure (or
outline) of a page. If you have a main headline, use an H1 tag. Relevant
subheads should use an H2 tag. Use headers as they make sense and they
may reinforce other ranking factors.
Structured Data
What if you could tell search engines what your content was about in
their own “language”? Behind the scenes, sites can use specific mark-up
(code) that make it easy for search engines to understand the details of
the page content and structure.
The result of structured data often translates into what is called a ‘rich snippet‘,
a search listing that has extra bells and whistles that make it more
attractive and useful to users. The most common rich snippet you’re
likely to encounter is reviews/ratings which usually includes
eye-catching stars.
While the use of structured data may not be a direct ranking
factor, it is clearly a success factor. All things being equal, a
listing with a rich snippet will get more clicks than one without. And
search engines are eager for site owners to embrace structured data,
providing new and easier ways for less tech-savvy webmasters to participate.
Structured data has been around for quite some time in various forms.
But recently search engines have begun to rely on it more with the
advent of Google’s Knowledge Graph and Bing’s Snapshot.
This element enters the periodic table for the first time and we suspect it may become more important over time.
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