It’s one thing to write great content. It’s yet another thing to make it optimized.

Commercial construction SEO is important for digital marketing because without it, people and search engines will have more difficulty finding your content.

One important facet of commercial construction SEO that content writers often ignore are “meta tags” or “meta data.” These seemingly insignificant snippets of data can carry formidable weight in building website traffic.

While Google notes they don't use meta tags for ranking, they themselves use them, and evidence proves their SEO value, if not in ranking, in gaining click-throughs to your website.

I often use Website Grader to do a quick assessment on the SEO of any given website. So often the one thing that is missing are meta tags.

Meta tags tell Google what your page is all about so when people (and search engines) are looking for your content, they can find it.

Think of construction company SEO as not necessarily trying to trick search engines, but in helping visitors get to your website.

Most confusion about SEO exists because SEO consultants often focus too much on trying to manipulate Google. Trying to discover how Google analytics works becomes a huge cat and mouse game for one simple reason: Google is not going to tell you; they’re not going share all their secrets.

Let’s find out how to use meta keywords in your keyword strategy and get more leads and more customers. Here’s how:

1) Google Wants What You Want

Why do you (or anyone else) perform Internet searches? To find information. You enter your question or topic into the search field and you hope to find websites and pages that will help you solve your query.

Google wants that too, and it’s not because they’re just nice guys: Each time you visit one of their pages, Google gets to deliver ads to you. Companies pay for those ads and when you click on them, Google makes money. Google is in the advertising business—not the search engine business.

2) All Meta Tags Are Not Equal

Most of the negativity surrounding the use of meta tags, and rightly so, pertains to keyword meta tags in contrast to keyword description meta tags. If your CMS (Content Management System – WordPress, etc.) still allows the use of keyword meta tagssimply don’t use them, or log in to the backend of your website and delete them from all your pages.

A decade or more ago, SEO hacks could keyword stuff this meta data using dozens of keywords hoping to increase ranking. Similarly, you still can find websites with keywords openly listed at the bottom of home page or in the footer in hopes to accomplish the same thing: Gain search rankings. These ideas are old “black hat SEO tricks” that worked back in the 90’s but can be counter-productive today.

3) The Keyword Description Meta Tag

For commercial construction SEO, the keyword description meta tag differs from all other keyword meta tags. Here’s how this works: Every time you perform a search, each web page shown in the search results will also contain a description of that page. The search results will show the URL and some text—a description of that page right under the URL.

The description may be a snippet of some random text from that page, or it may be (guess what) the keyword description meta tag you entered for that page or post. Unfortunately, Google, not you, decides which snippet to deliver: some random text from a page, or the keyword description.

Let’s lay this out: Say you write a blog article. People search for your content by typing in keyword phrases into the search field. If your article happens to display in search results with your keyword description, people will see that. The keywords in your description will match the keyword phrase a visitor searched for, resulting in a far greater likelihood that your visitor will click on your page or post.

4) How to Write a Good Keyword Description

If the above was confusing, don’t worry because the easier part is creating the commercial construction SEO keyword descriptions themselves. Let’s do it.

  1. Use the same keyword you used in your article title.
  2. Write a short summary of your article while including that keyword.
  3. Don't duplicate your title in your summary.
  4. Keep the length well under 155 characters. Longer descriptions will get truncated in the search results.
  5. Do this with each page or post on your website.

Conclusion:

That’s it! You’ve just learned an important piece of SEO work. SEO is just one component of inbound marketing. What more? Download our resource below. After you’re convinced, you can then convince your team or your boss!

Optimize your Marketing Mix with Inbound - How to Prove the Value of Inbound for YOUR Company

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