Posts Tagged ‘search ranking results’

Will Meta-tags allow better search ranking results for your e-commerce site?

Wednesday, October 31st, 2007

Will Meta-tags allow better search ranking results for your e-commerce site?

Yes, it will. Especially for those e-commerce websites that currently do not employ meta-tags at all. Be aware that meta-tags are not the cure-all to boost your website to the top ranking on all search engines. Depending on the search engine, meta-tags are just part of the formula they use in determining page rankings. Inclusion of meta-tags will separate your website from the ones that do not use them.

Question: I still don’t understand why I would need meta-tags?

Let’s compare search engine page ranking to looking for books in a library. The ultimate goal for the higher page ranking is to get customers to visit your website if you are the merchant. If you are the customer looking for a particular product, websites with appropriately chosen meta-tags will have a higher chance of meeting your search query. When searching for books in the library, you may want to visit the card catalog and look up based the author, title, or subject. These criteria will allow you to narrow your search down to a specific section of the library.

Likewise using meta-tags will more specifically define your website to potential customers. It’s not going to guarantee customers will visit your site but it will increase the chances because your website will better match the search query entered by the customer. The better the match the higher the page ranking will be. As an internet customer, wouldn’t you be more likely to click on one of the first ten search result links instead of the 30th or 59th link?

Two of the most common meta-tags are keywords and descriptions. I’m sure you have seen the meta-tag description when doing a search on Google.com. For example, if you did a search for “Mail Order Software” one of the links you see would be for Dydacomp’s Mail Order Manager software. Directly underneath the link to the Dydacomp website is a small description. That description is the meta-tag description.

The meta-tag description is entered within the “head” area of html source code for the Dydacomp webpage. Below is the meta-tag description at www.dydacomp.com:

Please Note: I have replaced <> with {} respectively

{html}
{head}
{TITLE}Mail Order Software for Order Entry and Ecommerce – Mail Order Manager and SiteLINK – Dydacomp{/TITLE}
{META NAME=”DESCRIPTION” CONTENT=”Mail Order Manager’s Mail Order Software and Order Entry Software is specifically designed to address the unique needs of today’s multi-channel retail, wholesale and distribution businesses. Also use SiteLINK for your e-commerce web store.”}
{META NAME=”KEYWORDS” CONTENT=”Mail Order Manager, Mail Order Software, Order Entry Software, SiteLINK E-Commerce Software, Shopping Cart, Point of Purchase, Point of Sale, “}

As you can see, for each meta-tag it starts off with “{META NAME=”. After the equals sign is the type of meta-tag. The first meta-tag entry is for the “DESCRIPTION” meta-tag. The next parameter that is passed is the contents within that meta-tag.

The meta-tag keyword is coded in a similar fashion. Take a look at the meta tag keywords. One of them is “Order Entry Software”. If I go to www.google.com and enter in “Order Entry Software”, one of the links will be for Dydacomp’s website. Be aware some search engines take a look at the meta-tag keywords and compare them to the actual content on the website. Why? To prevent keywords that has nothing to do with the content matter on the website. Those keywords are used to bring additional traffic to the website. Don’t you think searches for Britney Spears or Paris Hilton would be more popular than direct marketing solution or multi-channel e-commerce integration?

Let’s remember that meta-tags are not the only criteria the search engines look at. They also compare the location and frequency of content related keywords on the webpage. Some of these parameters can be manipulated by the webmaster. To offset the weight of meta-tags and other user-defined criteria, most search engines take into account other factors like visitors clicking through to access the website. Other search engines develop additional methods to help determine page ranking. A link analysis tool called PageRank is the basis of the Google search engine. This tool looks at the different links from one website to the next. This method then calculates a value based on the number of links pointing to the different web pages on a particular site. Links from more popular websites will have more weight than ones from less popular ones.

If you are a current SiteLINK store owner, the SiteLINK team will be able to assist in applying meta-tags to your website. If you do not have an internet presence, feel free to contact the Dydacomp sales teams for further information on SiteLINK (the only true 2-way e-commerce designed exclusively for Mail Order Manager) or other direct feed order management modules for Amazon, Miva, or Shopsite.

Michael T

Dydacomp Rep

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