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Purpose

The title of a web page appears as a clickable link in search results and bookmarks. A descriptive, compelling home page title with relevant keywords can increase the number of people visiting the site.

Search Engines

Search engines view the text of the title tag as a strong indication of what the page is about. Accurate keywords in the title tag can help the page rank better in search results.

Length

A title tag should have fewer than 70 characters, including spaces. Major search engines won't display more than that.

Content

The title tag of your home page (and any other page on your site) should not contain the site’s domain name or URL. These will appear near the title in search results, so use your 70 characters to tell people what the page is about. The title tag should not contain any HTML, because it will be displayed incorrectly or not at all.

Purpose

The meta description tells searchers what a web page is about. It is often displayed below the title in search results, and helps people decide if they want to visit that website.

Length

Search engines will read 200 to 250 characters, but usually display only 150, including spaces. The first 150 characters of the meta description should contain the most important keywords for that web page. Using fewer than 50 characters could mean you’re not saying enough about the page.

Content

The meta description should be engaging, and should include keywords that accurately reflect what visitors will find on the web page. The keywords should be the same ones that a site's potential customers are using to search. Include a site’s location if it is important.

Just one H1

In most cases, a web page should have just one H1 heading. Using multiple H1 headings is okay if that is a logical way to organize the page, but they should be used sparingly. That’s because search engines can view multiple H1 headings as an attempt to signal that all the content on a page is equally important, a tactic that’s seen as an attempt to game the search engine algorithms.

Purpose

Search engines look for an H1 heading to determine what a page is about. Human visitors do, too.

Content and placement

The H1 heading appears on the web page itself, unlike the page title, which people will see mostly in search results.

The H1 tag (which contains the H1 heading) is usually listed first among the other heading tags for a page. None of the major search engines, however, will penalize a site for listing H2 through H6 tags ahead of the H1 tag.

The H1 heading for a page should be different from its title. Each can target different important keywords for better SEO.

Search engines

Including links to relevant sites is good for your website's standing with search engines. The Web is all about linking, and carefully chosen outbound links tell search engines that you understand their value to site visitors. These outbound links also help search engines classify your site in relationship to others.

Here, we identify only the outbound links on this site's home page, but outbound links add value to any important page on a website.

Site visitors

Outbound links tell people that you want to provide them with good information, even if it’s not on your own site. These links can also prompt other people to link to your site, which can boost its reputation and ranking in search results.

Here, we identify only the outbound links on this site's home page, but outbound links add value to any important page on a website.

Help for visitors with impaired vision

People with impaired vision use screen readers to help them “read” websites. If you provide descriptive alt text for images on your site, people using screen readers will know what the images are about, and will get the same full understanding of your site that others do.

Good for search engine rankings

Describing images on a web page with alt text can help the page rank higher in search results if you include important and relevant keywords. Do not be tempted to stuff irrelevant keywords into alt text just so a page will rank well for those words. Search engines can recognize this ploy for what it is: an attempt to game results.

Writing image descriptions

This is what an image description looks like in HTML:

<img >

You can write image descriptions, or alt text, by writing the HTML directly into the code for a web page. If you’re using a content management system or online commerce software package, it will probably have a feature to help you quickly create alt text for your images.

Caution: While some software packages automatically generate alt text, they don't always do it well. Always check the quality of automatically generated alt text.

Purpose

Website owners usually use robots.txt to let search engines know which pages or sections of their site shouldn't be indexed — for example, web contact forms, print versions of web pages and other content that's duplicated elsewhere on the site. Robots.txt can also be used to request that specific robots not index a site. For more information, read How To Use Robots.txt.

Be careful!

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