We all know that SEO matters. What we don’t know, however, is what Google is hiding. Continue reading to learn four secrets that search engines are desperate to keep under wraps.
Good morning, online business owner. Your mission, should you choose to accept it, is to conquer search engines, namely Google, to make your site rank higher than your competition.
Here’s your top secret dossier for this not-so mission impossible:
Secret #1: Meta tags and descriptions are Google garbage
Back in the old days (circa 2000), meta tags, particularly meta keywords and meta descriptions, were draped in gold. These pieces of HTML told search engines exactly what a site was about, which led to high rankings for some pretty crummy sites.
As search algorithms became more complex, the relevance of meta tags quickly faded. In fact, Google now completely ignores your meta description and doesn’t care about your meta keywords, either.
Thus, don’t spend too much time worrying about your meta tags; Google doesn’t.
Caveat: Although your title tag isn’t technically a meta tag, it’s still important to Google. And while Google doesn’t care about your meta descriptions, it’s still helpful to your readers.
Secret #2: Links help, but powerful links are crucial
It’s no secret that link building is an important part of any SEO strategy – but what Google isn’t telling you is this: the real trick is getting powerful links.
For example, if you work to get 100 links to your site from a bunch of no-name bloggers, you’ve definitely done yourself an SEO favor. But if you secure just one link from a powerful site like The Huffington Post, you’ve got one heck of a boost.
In other words, it’s all about quality, not quantity.
Thus, continue to work to gather as many quality links as you can instead of fighting for every link possible. (Trust me, Google likes to watch you struggle here.)
Secret #3: Google+ is changing the rules as we speak
Most people know that Google wants to take power away from Facebook, and they’re finally getting some traction by using its newest social network, Google+, to influence search results.
Instead of offering all searchers similar results, Google is now providing personalized results for its users. These tailored results come directly from activity on Google+, which is Google’s way of making sure that everyone is using their social network.
To take advantage of this development, it’s time for you to get started with Google+.
Secret #4: There is no secret to SEO
The biggest thing that Google doesn’t want you to know is this: there is no secret to SEO.
The real secret to conquering search results is to create quality content that people want to consume and share. At the end of the day, Google is powered by people, and people crave content.
So, instead of focusing on mastering the latest SEO trick, spend time thinking about how you can educate and entertain your customers and community. Start writing content for people instead of search engines, and stop obsessing over what you think Google wants.
Good luck, online business owner. As always, should you be caught, I will disavow any knowledge of your actions.
This message will self-destruct in five seconds.
Happy selling!
-Matt Winn, Social Media Manager, Volusion
#1 is mostly incorrect; META descriptions are still really important for humans looking at search engine result pages. That’s visitor’s first glimpse of your site, and it may be your only chance to differentiate yourself from other similar sites and terms in the search results.
They already said that in #1 Dean, the article is about what Google likes not what people like.
Hi Dean,
Completely agreed that meta descriptions are still important for humans, which I mentioned in the “caveat” line under section one. And while meta tags aren’t as important as they used to be, I definitely suggest that they’re filled out with thought. What are your thoughts on how to best optimize the meta descriptions for readers?
Thanks for reading!
-Matt
@Keith – I don’t believe that caveat was there when I made my comment. If you’re one to balance what Google wants and what people want, then you need to read my response to Matt.
@Matt – Since you asked, here are my thoughts on optimizing META: http://deanp.net/2012/02/meta-descriptions-arent-dead/ – thanks for writing and reading.
Hi Dean,
Nice blog post, and congrats on the mention in the SEOmoz blog! To address the caveat within Secret #1, I promise that it was included in the initial blog post.
Although the article was focused solely on what Google wants, I didn’t want readers to completely disregard the META description. I very much agree with your points that website owners should write for humans, as that’s what Google is trying to achieve. The main point I was trying to make, which is summarized in the last paragraph of Secret #4, is that merchants should spend more time focusing on their content than on their META data. Again, completely agree that one should never ignore the META-D, but it’s not worth spending sleepless nights over.
Appreciate the feedback and your comments!
-Matt
Agree with Dean P. – In addition to his comment, you want to be sure and NOT spam/stuff it.. Bing uses these elements to discount website ranking.
Hi Colby,
Excellent insight on not spamming/stuffing the meta descriptions. (Or any content for that matter)
Have a great weekend!
-Matt
I disagree with you with #1. To say that META is garbage now is quite immaturely timed. Google is overhauling the algorithms but to complete discount META is ridiculous. I agree with you about Plus World but we’re not there yet.
Hi Chris,
Thanks for pointing out that completely discounting META isn’t in anyone’s best interest, but my hope was to explain to site owners that it isn’t the end all, be all of SEO success. Regarding the Plus World, do you think that it will be as big of a deal as the speculation, or do you think that Google+ will die off like Buzz and Wave?
Thanks for reading!
-Matt
You hit the nail on the head. I contacted several firms in regards to an SEO and they really weren’t convened with Meta Tags. They were more concerned wit the geographical area that you wanted to hit hard, and getting a minimum of a $2000.00 – $6000.00 a month campaign out of you…. Did I mention there is not a guaruntee that your sure will even make it to the to of Google? Needless to say I am no longer concerned with an SEO Firm getting the company on the top of the google chain. Waste of money.
Hi Amanda,
Sorry that you had a bad experience with your SEO firm. There are definitely a lot of quality providers out there, so I hope that you won’t give up hope! You’re absolutely right that there isn’t a guarantee that you’ll rank #1, and any good SEO firm would tell you that. Best of luck in your search engine efforts!
-Matt
Do you guys actually know SEO? Terrible advice.
Hi Craig,
Sorry you didn’t get much out of the article. Are there any words of wisdom you’d like to share with us?
Thanks for reading!
-Matt
I like how your title is “top secret” and you describe that there is no secret to SEO.
http://www.aviatorskinandhair.com
Hi Jeff,
The mystery has been revealed
Thanks for reading!
-Matt
BAD ADVICE. What you’re telling people to forget about Meta Description – but this shows up right in the search results. Whether Google uses it for SEO or not, META DESCRIPTION IS VERY IMPORTANT AND DON’T IGNORE IT.
Hi David,
Thanks for the comment. My goal is not to tell people to forget about Meta Description. Instead, I’m encouraging them to know that SEO doesn’t begin and end with meta tags. You can also see that I recommended that readers work on their description by saying the following, “Caveat: Although your title tag isn’t technically a meta tag, it’s still important to Google. And while Google doesn’t care about your meta descriptions, it’s still helpful to your readers.”
Thanks for reading!
-Matt
David is very correct. The Meta Description tag is not just dead, it is vitally important. Tests that we conduct on an ongoing basis have clearly shown that Google is definitely paying attention to the content of the Meta Description tag when it comes to deciding ranking. It may not have as much weight as it did at one time, but don’t discount it just yet.
Great stuff Matt! Thanks for the info.
Matt, You definitely stirred up the Hornets nest, HA! Though I did get your key points, from an SEO perspective there are good points on both sides. I see meta keywords and meta description tags used quite a bit with smaller International search engines that have their own dedicated following, so we tend to still use them for clients attracting international attention, with the knowledge that Google doesn’t pay attention to keywords tag at all & the meta description tag doesn’t help SERP’s Rankings but can be a businesses converting elevator speech when it comes to defined results.
You Being Volusion’s SOCIAL MEDIA Guy + Having a GREAT attention getting Title + stirring up the Hornets nest! = Great Job! : )
Hi Anthony,
Thanks for sharing your insights on the use of keywords and descriptions by international search engines! Definitely something that should be considered by merchants that are selling overseas. Do you have any examples of these types of search engines to share?
Wasn’t my intent to stir up the hornet’s nest, but glad it sparked a good discussion! Thanks for reading and for the kind words!
-Matt
Great job Matt. Keep up the good articles. While I don’t ignore ignore tags I don’t spend 20 minutes per listing on great key words. Heck, your how to videos still say you need 20+ key words per item. I get more traffic from higher quality links, clever tweets and well written blogs that others share. A HUGE help was video reviews on products and how-to videos (which you already stressed). The links and conversion from YouTube smokes everything else in my organic hands down (and anywhere between 20-80% conversion might I add).
Keep up the good work guys!
Hi Ryan,
Thanks for reading! I think that your approach to tags is a great compromise for any website owner, being sure not to forget them but not losing sleep over them. You’ve hit the nail on the head by focusing on your content, which is truly the perfect mix for SEO. Great advice on the usage of video for multiple purposes. By mixing up your content and providing additional sales tools, your store must be a conversion machine! Congrats on the success and thanks for the comments!
-Matt
Meta Description is probably not helping much in SEO, but if you don’t put it in, google decides what the description is in the SERP. If you put in your description tag, google uses that!! You are much better at deciding what shows up vs. Googles robots/AI code….
.. svend dot com
Hi Svend,
Good point – definitely don’t want Google making our description for us, especially when it shows up to readers. Thanks for the comment!
-Matt
Nice post! Very much agree. Too bad about the self-destruct.. was looking fwd to it!
LOL – thanks! Glad you enjoyed the article.
Great…and I was telling to my husband that my sells went up and I wasn’t doing much but now I know why:D thanks!
I tend to agree that META descriptions are a thing of the past, still funny how Google webmaster tools highlights your page as having an error if the meta descriptions or keywords are missing. FOr example- http://lakevillesuites.com/executive_offices.html
Hi Chris,
The debate about META descriptions is definitely a lively one. While they’re not a critical element to SEO success, perhaps Webmaster Tools is trying to tell us something? The mystery continues…
Thanks for reading!
-Matt
Does Volusion offer an integrated way to send posts to our google + pages like it does from the product (to post to Facebook and Twitter)?
Hi Allison,
We don’t at this time, but I’ll forward this to our product team for consideration in future releases.
Thanks!
-Matt
I’m reading all of this hoping someone will realize Matt never said to ignore SEO completely. These tips are great and although some might be too early to enforce, one of the primary jobs of a marketer is to stay ahead of the game. Keep sharing Matt!!
Hi Amanda,
Thanks for reading and for the kind words! You’re right in that we definitely never want site owners to ignore SEO – it’s a very important part of the marketing mix. Appreciate your support!
-Matt
I hired a google certified SEO firm last year and visits shot up right away. An SEO campaign along with adwords will bring visitors. Is Google+ the next thing or you tube PPC advertising?
Hi Ken,
Very good questions! My intuition is that Google+ is going to be a big push, especially with personalized results. Many think that Google is forcing that G+ stays relevant by leveraging its powerful search engine.
Only time will tell – thanks for reading!
-Matt
Yes for sure # 1 is incorrect. And I agree with #3.
You will need meta description for sure, but as far as meta keyword it is not necessary. Meta Description is important, for example you have a website that does not have any content on homepage so you want google to show meta description.
This is all for google but if you think about bing/yahoo they need meta keywords so if google sees keywords as garbage then bing/yahoo doesnt and its better to have them.
If you need real consultation visit http://www.miredia.com for seo, sem, and more
Hi Vick,
All good points! You’re right about the keywords for Bing and Yahoo, so don’t completely ignore those when optimizing your site.
Thanks for the comment!
-Matt
Great job Matt! I totally understood the message. Thanks for sharing! I agree with you and your caveat! Keep up the good work!!
Hi Sakira,
Thanks so much! Appreciate the comment
-Matt
Nice one Matt, sound food for thought. I don’t know why every treats the words as gospel though!
On META content you are right, Google is possibly less concerned but like you say users are the real target for good META descriptions and titles.
If you’re talking META, consider an augmented approach not just for key words but F scanning. See http://www.useit.com/alertbox/reading_pattern.html (No its not my page either)
Cheers
Hi Clinton,
Thanks for the post! Very interesting information in the link that you provided. I really like the part under the “Implications of the F Pattern” section. Thanks for sharing.
-Matt
I do not think any of this is secret for SEO, majority of people knows about this if they are aware of SEO.
Yes! To all of my competition out there… FORGET ABOUT META! LOL
I still think meta has its’s place. Although I do think that quality content is king. Meta still serves an important function. I see my results change when I alter meta. SO I’m not 100% drinking the cool aid on this on. Speaking of important links…. goto http://www.vampfangs.com
Hi Scott,
I think you’ve absolutely hit the nail on the head – while META may have its place in any SEO strategy, we all need to focus on creating high quality content that people want to enjoy. The biggest takeaway I’d like for readers to have is that they should spend much more time focusing on their content than focusing on their META tags.
Thanks for the insight and for reading! (Nice site btw)
-Matt
Love it…”The Secret is ther is no Secret”
One big point I think you might have missed is the absolute importance of creating unique content, especially in the context of a Volusion eCommerce store.
Too often I see retailers copying and pasting the descriptions provided my the manufacturers of the items they sell. Plainly this does not cut it, from either a SEO perspecictive or more importantly a conversion rate perspective,
To rank for a product, make it engaging, creative and most importantly unique. Tell the story of the products value proposition in your own words, and don’t take the “short cut” of a copy and paste description. At best you’ll sound just like everyone else, at worst you’ll end up on the supplementary search index.
I’ve seen numerous instances in which a web designer has offered an optional “SEO Upgrade” for a little more money and the only apparent thing done was to insert meta tags … beyond that there was nothing done. For SEO puposes the title was wrong, the text was wrong, and even the pictures or images did nothing to optimize their clients placement in the “serps”.
It has been suggested to me that an improper meta tag, one that has nothing to do with the clients products, industry, website, or geographical location can seriously impair their placement in the “serps” … any thoughts on this?