Optimising meta data for Google*
- Develop and maintain an established domain name
- Create a good URL and stick with it. Google places weight on the words your URL is comprised of, so it is a good idea to create a good URL: An URL, containing specific and important keywords, which is well thought out is a good URL.
- It is also worth noting that links from established domain names are highly desired by Google. Links from universities, libraries and museums, for example, are very good links to obtain.
- Robot friendly design
- Avoid or minimise frames, forms, scripts, animations, log-ins and session identifiers
- Use stylesheets and avoid mark-up clutter
- Create CSS stylesheets, rather than combining CSS and HTML, to keep WebPages smaller and ‘proper’ by following best practice (i.e. semantic).
- Text and content
- Create excellent content, written clearly and explained fully, for your viewers. Do you ask a question at the top of the article? Is this question answered clearly in the article? Is the text well-laid out, clear and easy to read? These questions will help you create excellent content.
- Links and meta data
- Avoid using href=”click here” in link anchors. Make these links excellent by using descriptive links, such as, href=”Gerald Murphy’s search engine technology blog”
- Meaningful title tags
- Write descriptive title tags by making excellent use of English. The following questions will help you to write descriptive title tags: What is this page about in a few words? Does the title tag summerise the most important elements of this page?
*Adapted and expanded from (Dawson and Hamilton 2006:314)
- Dawson, A. and Hamilton, V. (2006) Optimising metadata to make high-value content more accessible to Google users. Journal of Documentation. 62(3) pp. 307-327