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When Apple announced that iOS 14 updates would no longer automatically opt-in device owners to IDFA tracking, the company heralded it as a win for consumer privacy.
But for marketers across the digital landscape, it represented a serious problem.
The Issue of IDFA for Facebook AdvertisersTo frame the potential impact of this issue for Facebook alone, as of Q4 2023, Apple currently holds 65% of the US smartphone market share.
Combine that with the fact that over 98% of Facebook users browse the platform on a mobile device and the numbers add up.
But we as social media marketers must move past the stages of grief, accept reality, and get down to the business of preparing for the future.
What Is Aggregated Event Measurement?According to Facebook:
What Counts Against Your Eight Events
Any standard pixel events (e.g. Add to Cart, Checkout Initiated, Purchase).
Custom conversions that use a standard event; for example, purchases that take place only on a specific URL.
Custom conversions using custom events.
Value sets with value optimization.
Unique events set up using the Facebook Conversions API.
What Doesn’t Count Against Your Eight Events
Page view/landing page view.
URL-based Custom Conversion events; for example, using a thank you page with a unique URL as a conversion event.
Implications for MarketersTo them, it will require significant simplification of their conversion taxonomy and likely a loss of fidelity compared to what they had been previously used to.
We must now be even more strategic with our measurement plans to account for the extra potential to pull in offline events, but the end result should be worth it.
5 Steps to Take Now to Prepare 1. Verify Your DomainsIf you’re using a Facebook pixel, you need to verify your domain within Facebook Business Manager.
Once the iOS 14 privacy changes take effect, all ad sets optimizing to a pixel event on an unverified domain will be paused.
2. Analyze Your Current Event SetupTake a good look at your Events Manager and determine if your current tracking setup is ready for the changes.
Do you have more than eight events?
What events are absolutely critical to my tracking needs?
Are there any tracking gaps that need to be filled?
Can any standard events be replaced with custom conversions that don’t count against your eight?
Do we plan to implement the Facebook Conversions API, and how will those events fit into the mix?
3. Select Your Eight EventsMake sure these events give you the ability to cover the entirety of your funnel, as well as all additional conversion types your brand may be offering
4. Rank the Events by PriorityThis is extremely important. Due to the upcoming tracking limitations, according to Facebook, “When a customer takes several actions during a web session, only the corresponding event that’s highest in priority will be sent to Facebook for a conversion.”
Therefore, Add to Cart < Initiate Checkout < Purchase
5. Keep Up-to-Date With Your Ads Manager Resource CenterThis handy section of Ads Manager may be easy to miss but contains a lot of good, account-specific information.
In addition to domain verification and aggregated event measurement, any recommended or critical next steps needed to ensure your ad account is ready for iOS 14 will be located in this tab.
You can find it on the Ads Manager main screen, just to the left of Campaigns.
Making It OfficialOnce you know what events to select, you’ll need to let Facebook know. Otherwise, their system will automatically select events for you.
Here’s a comprehensive guide on how to set up your events and priorities in Events Manager, but the process is pretty straightforward:
Go to Events Manager.
In the Overview tab, you’ll notice a new Aggregated Events Measurement section.
Confirm the domain.
Select your event sources (pixel, custom conversion, conversions API) and event.
Rank in order of importance.
Please note that you can make changes to both the events you are using and the priority order once everything is configured. However, Aggregated Event modifications may cause affected ad sets to pause for up to 72 hours for the changes to take place.
More Resources:
Image Credits
Screenshot taken by author, March 2023
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6 New Facebook Live Features You Need To Know
Facebook has announced six new Facebook Live tools and features that publishers should find helpful.
Here are the six latest Facebook Live features and tools you need to know about.
1. Go Live From Desktops & LaptopsFacebook Pages can now go live via a web browser on their desktop or laptop computer. This will make it easier for a variety of broadcasters, especially those with daily vlogs, according to Facebook.
We’re still waiting for the full rollout of Facebook Live on desktops for everyone, which we reported in September was just starting to roll out.
2. New Role: Live ContributorIf you’re a Facebook page admin, you can now assign specific people to go live on your behalf.
Until now, only Facebook page admins were able to use Facebook Live. This was problematic if you had a large team of contributors because you had to make them page admins to allow them to broadcast live on Facebook.
But now your Live Contributors can simply start streaming live whenever something interesting or newsworthy is happening and you don’t have to unnecessarily give out Facebook page admin privileges.
3. Pin Live Comments 4. Video PermalinksFacebook said that viewers who visit the permalink for your page will be greeted with a live video if you’re currently broadcasting. Plus, they will see all your previous live and non-live videos.
5. Crossposting After Your Live Broadcast EndsAfter your Facebook Live broadcast has ended, you can now publish that video to multiple pages at once. Before this update, you could only crosspost your uploaded videos to pages that had the same business manager and pages with different owners.
6. Video Insights for ProfilesPublic figures (e.g., celebrities, journalists, politicians) who have 5,000 or more followers will gain access to some new metrics, for both live and uploaded videos, in the coming weeks. The Video Insights for Profiles metrics will include:
Total minutes viewed.
Total number of views.
In addition, these people will be get aggregated insights for every video they post on over 7-, 30-, and 60-day periods, including:
Total number of video posts.
Engagement.
Total views.
Minutes viewed,
Total number of Profile followers.
Image Credit: Facebook
Marketing Automation: What You Need To Know
Marketing automation is quickly becoming crucial for businesses to be successful in their marketing efforts. So what is it?
Marketing automation is a subset of customer relationship management (CRM) and is designed to replace marketing tasks and processes that would otherwise be done manually. These are the tasks that, without automation, are time-consuming and prone to human error. This, of course, leaves customers or potential customers frustrated, and results in decreased conversion rates.
According to Aberdeen Group, “Marketing Lead Management Report” (2012), “companies using marketing automation see 53% higher conversion rates from initial response-to-MQL and a revenue growth rate that is 3.1% higher than non-users.”
So what are some of the biggest concerns and barriers for marketers and companies looking for a marketing automation platform? Marketing automation can be expensive, there are many options, and several of these automation tools offer the answer to one automation need such as email marketing, but don’t have an “all-in-one” solution.
Other issues that arise when companies are looking for a solution are budget constraints and ease of use. Let’s compare some of the tools and their offerings: Marketo, GetResponse, and HubSpot.
PriceWhen it comes to price, GetResponse offers competitive pricing and is much more affordable than Marketo or HubSpot. GetResponse’s prices range from $15 to $799 per month. The best part is that they don’t require contracts and allow users to cancel anytime. They price match the number of subscribers that a business has, allowing for businesses to scale, only increasing spend as their business grows.
HubSpot is also priced competitively, although it’s range is a bit higher than Get Response. However, HubSpot charges a one-time fee of $600, $3,000, or $5,000 (depending on the package you choose) for onboarding. After you pay the onboarding fee their cost ranges from $200 per month for the basic subscription to $2,400 per month for an enterprise package. They also match their pricing to the number of subscribers a business has, but their cost starts much higher. Hubspot’s major benefit is pre-built integrations with popular business apps and includes these custom integrations to their users as part of the service.
Marketo is the most expensive of the three. However, their system is broken into four offerings that can be purchased separately or combined. The four offerings are marketing automation, real-time personalization, marketing management, and consumer engagement. Utilizing these four services together is typically the most suitable for larger enterprises. In fact, their packages start at roughly $2,000 per month and get as high as $12,000 per month. Again, this is definitely a tool for a much larger organization. They also integrate with SalesForce, making it a better option for large businesses that are already using SalesForce CRM.
Ease of UseA lot of companies looking into marketing automation lack the in-house talent to actually manage the automation. This is a major problem for businesses already trying to weigh the cost of marketing automation against the return.
GetResponse is built to be more user-friendly. It provides simplicity in customizing newsletters, landing pages, and autoresponders. The platform offers over 500 responsive web template designs, customizable landing page templates, and action-based autoresponders. With so many out of the box solutions, most important tasks can be done without the need for a MA software specialist. This is definitely the better option for businesses operating with less technological proficiency in the marketing team.
HubSpot is also an intuitive platform. They are not as simple as the drag-and-drop function that GetResponse has, but they are still simple to use. Where it may lack slightly in ease of use, it makes up for in tracking. HubSpot allows users to not only create email marketing campaigns, landing pages, and auto-responders, but they have easy to understand and manage analytics for each. HubSpot is the best for mid-size companies that may or may not have an analyst or IT department in-house, but still have a slightly larger budget for marketing automation.
Marketo is by far the more complex of the tools mentioned here, but is much more suitable when working with teams. It offers fully responsive landing pages and landing page editing tools that allow users to save and collaborate. This promotes ease of use when working with a team, but may not be as practical a smaller company. When it comes to automated responses, Marketo is much more complex, requiring a series of steps to create and save automated functions. Again, Marketo is ideal for larger teams working with a variety of marketing roles with varying expertise and responsibilities.
Overall, when choosing a marketing automation platform, it is important to honestly appraise your in-house resources. If you have a sophisticated and dynamic marketing team with a larger budget, Marketo may be right for you. If you are a smaller company that is trying to scale with a less developed marketing team, GetResponse is probably the choice for you. Whatever your situation is, don’t ignore marketing automation. It is important and available for companies of all sizes and marketing abilities.
Image Credits
All Screenshots by Cynthia Johnson. Taken August 2023.
Are You Investing In Safemoon? Here’s What You Need To Know
A recap to a time when Safemoon was the golden goose for many crypto-investors
A look at its collapse and what anyone looking to invest in Safemoon should consider
So, are you thinking of investing in Safemoon. Why wouldn’t you? I mean, it has the word “moon” in it so, it is probably going to the moon during the next bullish cycle, right? Well, it is not always that straightforward.
Is your portfolio green? Check out the Safemoon Profit Calculator
Some due diligence would be ideal before you go investing in Safemoon. The latter is a DeFi project which exists for the same reason why Bitcoin and Ethereum exist. To provide a decentralized finance DeFi option that eliminates third parties. It had a very strong start in 2023, likely due to good timing. Alas, its success was short-lived.
Part of Safemoon’s initial success was due to how it was marketed. What set it apart from most top cryptocurrencies is that the project claimed to implement measures that would discourage speculative trading and encourage long-term hodling. It aimed to do this through a 10% tax on every sale, thus the incentive part.
The project aimed to share half of the amount collected from the 10% fee with Safemoon holders while the rest of the funds would be burned, thus lowering the circulating supply over time. This type of tokenomics was quite attractive to investors, hence the strong demand in its early days.
A bumpy and unsuccessful rocket rideThe “what goes up must come down” idiom perfectly sums up Safemoon’s fate in the last 2 years. It had it rough during the crypto-winter, which resulted in heavy outflows. The rocket that many hoped to ride to the moon crashed hard. This crash was not only fueled by the bear market, but the rise of legal concerns.
Cracks in the Safemoon rocket emerged as sell pressure wiped out most of the liquidity that had previously gone into the Safemoon project. Also, there was an exploit that further eroded investor confidence. On top of that, many of the developers involved exited during its downfall, further eroding the moat of confidence that previously surrounded the project. An FBI investigation was the icing on the cake.
The final nail on the coffin may have been delivered by an investigation by popular YouTuber Coffezilla. He described the project as a billion dollar scam and offered some compelling evidence to back up his claim.
For perspective, SFM’s market cap fell from above $5 billion to as low as $2.66 million in December last year. However, it has since been making a gradual comeback with the market cap rising to $3.8 million. This suggests that there is some confidence flowing back into the project. In other words, there are people still investing in Safemoon, despite the events that took place in the last 2 years.
Is investing in Safemoon in May a smart move?Many cryptocurrencies are starting to see renewed interest, especially after the steep discounts that they received during the crypto-winter. But now, the markets are recovering.
SFM has benefited slightly from renewed demand in the last 6 months. In fact, spikes in volume and weighted sentiment confirm that some investors still believe in the project.
But, how has the network been fairing? Development activity has been non-existent, except for a sudden spike at the start of April.
Despite this, the recent activity and slight price stimulated was not strong enough to warrant a surge in price volatility.
The slight market activity is evidence that there are attempts to revive the project. In fact, the official Safemoon Twitter handle claims that the network is still under development, but on-chain analysis seems to reveal a different outcome.
#SAFEMOONFAMILY, we want to give a shout-out to our awesome Blockchain Development Team! They’ve been working hard behind the scenes, and we want to celebrate their fantastic progress by sharing their latest update with you. 🙌
Blockchain Development Updates:
— SafeMoon (@safemoon) April 21, 2023
In summary, there are some people still investing in Safemoon. However, the project has been through a massive shakeup and many investors who got into it in 2023 ended up with huge losses. The barely existing development, coupled with tainted history, may not necessarily be confidence inspiring.
How many are 1,10,100 SMFs worth today
Safemoon is another classic example of a project that flew too close to the sun and ended up getting burned. And not in the right way. Volumes driven by people investing in SFM have been low hence, the low investor confidence.
Only time can tell us if it can even make a comeback.
Microsoft’s Spy Guide: What You Need To Know
Artwork: Chip TaylorSince 1996, the whistleblower site Cryptome has been posting sensitive government and corporate documents. Now Cryptome has been stricken from the Web after releasing the Microsoft Online Services Global Criminal Compliance Handbook , a “spy guide” for law enforcement detailing what data Microsoft has, keeps, and can relinquish. Since most of you are Microsoft users, there are a few tidbits of information you’ll need to know before purchasing Xbox Live points, logging onto Office Live, or sending an e-mail through Hotmail.(Editor’s Note: See Microsoft Relents, Cryptome Returns for an update on this issue.)
What is the “Spy Guide”?
The Global Criminal Compliance Handbook is a quasi-comprehensive explanatory document meant for law enforcement officials seeking access to Microsoft’s stored user information. It also provides sample language for subpoenas and diagrams on how to understand server logs.
I call it “quasi-comprehensive” because, at a mere 22 pages, it doesn’t explore the nitty-gritty of Microsoft’s systems; it’s more like a data-hunting guide for dummies.
Which of My Microsoft Services are Affected?The sites referenced are:
Windows Live
Windows Live ID
Microsoft Office Live
Xbox Live
MSN
Windows Live Spaces
Windows Live Messenger
Hotmail
MSN Groups
What Information Does Microsoft Have?It depends on the service. We’ll deal with the big dogs here:
Windows Live ID
Windows Live ID is a one-stop shop for user info retention and is used on a multitude of sites to limit scattered user names and passwords. Due to its wide reach, Windows Live ID could allow law enforcement agencies to access tons your personal Web surfing information. Microsoft keeps “the last 10 Microsoft site and IP connection record combinations (not the last 10, consecutive IP connection records).”
Hotmail
“E-mail account registration records are retained for the life of the account. Internet Protocol connection history records are retained for 60 days,” according to the document. But if you, like many, switched over to Gmail and let your Hotmail account lapse, all e-mail content is “typically deleted after 60 days of inactivity. Then if the user does not reactivate their account, the free MSN Hotmail and free Windows Live Hotmail account will become inactive after a period of time.”
E-mail content that is older than 180 days can be disbursed “as long as the governmental entity follows the customer notification provisions in ECPA (see 18 U.S.C. §§ 2703(b), 2705).” If the content is less than 181 days, you need a search warrant.
Xbox Live stores a lot of information:
Gamertag
Credit card number
Phone number
First/last name with zip code Serial number but only if box has been registered online
Service request number from Xbox Hotline (e.g. SR 103xx-xx-xx)
IP history for the lifetime of the gamertag (only one gamertag at a time)
Office Online and Windows Live SkyDriveThe scariest part of the handbook comes here. Office Online and Windows Live SkyDrive are both services that store documents and files in the cloud. The two pages devoted to these services describe only what the products are and not the access Microsoft has to pertinent information. What can Microsoft get at? How long is everything stored? What are the legal parameters? All of this is uncertain and worthy of a little spine-shake.
The LegaleseThe last page of the document details the legal procedures required to obtain Microsoft’s information, but with warrantless wiretapping being such a big fad lately — as evidenced lately by Google’s shady dealings with the NSA — one never knows how many reams of red tape the government can snip through to get what it wants.
A Brief Case History
It’s uncertain as to how John Young, Cryptome’s proprietor, obtained The Global Criminal Compliance Handbook; what’s assured is that it caught Microsoft’s attention. The corporation quickly filed a Digital Millennium Copyright Act (DMCA) notice alleging copyright infringement.
Some organizations have a problem with Microsoft’s use of the DMCA in this case. “[The Electronic Frontier Foundation” find[s] it troubling that copyright law is being invoked here. Microsoft doesn’t sell this manual. There’s no market for this work. It’s not a copyright issue. John [Young’s] copying of it is fair use. We don’t do this anywhere else in speech law,” Cindy Cohn of the Electronic Frontier Foundation told ReadWriteWeb. Cohn stated that in cases involving libel or trade secrets there is a procedure of going to court, making a case, and getting an injunction — filing a DMCA complaint “makes censorship easy.”
Either way, Microsoft prevailed. Cryptome’s host, Network Solutions, tore the site down. Young filed a counterclaim yesterday.
Personally, I feel The Global Criminal Compliance Handbook isn’t as nightmarish as some may paint it (save for the cloud computing part). Microsoft needs to have measures to work with the government in cases of danger, plain and simple. But with so much data out there, so much of it “owned” by Microsoft, I cannot help but feel exposed and vulnerable.
Meta Tags: What You Need To Know For Seo
Meta tags are the most fundamental part of SEO and making sure that your site’s pages have a good, solid foundation of optimization.
These are the tags that you add to your page’s header to describe the page using syntax that Google understands.
And when it comes to SEO, more often than not, best practices for meta tags are ignored while others take priority.
Sometimes, things like content and links may take priority over things like meta tags. That’s understandable, because content and links can be more important.
But making sure that you optimize these tags correctly can help significantly in terms of how Google understands your page.
Making sure that you include important meta tags can still get results. It all depends on how you use them.
What Are Meta Tags?Meta tags provide information about the website in the HTML of the page.
Search engines use these pieces of code to help determine what the page is about, and how relevant it is to the keyword being searched.
While this data isn’t visible to visitors, it does play a role in determining where a site appears in search results.
One important meta tag you want to focus on includes the page title: the blue link that appears at the top of the snippet in the search results.
Another important tag you may want to focus on is the meta description, which is often used to show descriptions of pages in search results.
For example, suppose you’re searching for a product like a computer. In that case, the manufacturer’s description of that product (at least, the one it added to the page) might appear in the paragraph snippet below the page title in the search results.
Getting Started With Meta TagsMeta tags are one of the first things you’ll see in a site audit report. They appear in the header above the page content and provide important information about a page.
The first step in understanding what meta tags do is to know why you’d use them.
You might want to include certain words in the description of your product or service, such as price range, features, size, etc., and you could use the keywords meta tag to help describe that.
Or maybe you want to let people know where your site is located, like a city, state, or country. You could use the location meta tag.
If you’re writing a blog post, you might want to add a category meta tag to help others find it.
These are just a few examples of what meta tags can accomplish.
There are many different types of meta tags, including title, description, keyword, image alt text, robots, language, and even schema markup.
This article focuses on the most common ones; specifically, descriptions and keywords.
Why Meta Tags Are Important For SEOWhen it comes to SEO, meta tags are highly important. Maybe not quite as important as content or links, but still, they are very important to the overall optimization process.
Better title tags may mean the difference between the success or failure of your page.
Having blank meta tags (such as a blank title or meta description) may mean that Google will choose what it thinks are the best ones for your page. Its algorithm is not perfect and could potentially create less than what you might want to see.
This is why it’s important to ensure that you include at least a physical page title and description for your page. Otherwise, you leave it up to Google’s algorithm to choose it.
Page Title TagsThe page title tag is the main descriptive element of your page.
Your title tag is the one thing that everyone sees when they come across your site in the Google search results.
This is why it is crucial to ensure it accurately reflects the page’s content. If you’re writing a blog post, you want to ensure that the page title accurately reflects the post’s content.
You want people to know exactly where they are and what they’re looking at.
While some sites still rank very well despite having poor title tags, others don’t seem to care much about the title tag.
Why do some sites not spend as much effort on the title tag while others continue their usual optimizations? Well, it seems like it depends on the type of site. Some sites focus heavily on video, while others focus heavily on text. Some sites are focused on a specific topic, while others cover multiple topics.
There are many different reasons why a site might choose not to put any effort into its title tags. However, the truth is that having a quality title tag can be a great determining factor in how Google understands your page.
If you’re building a brand new site, you probably won’t need to worry too much about SEO efforts on your title tag. However, once your site starts getting traffic, you’ll want to track things like bounce and conversion rates.
By tracking those metrics, you’ll be able to determine whether the title tag is actually impacting your performance, and where to go from there in terms of how to better optimize it.
Google’s Search Essentials documentation explains the following about page title best practices and how to influence them in the search results correctly:
You want to ensure that every single page of your site has a physical title tag with a page title actually specified.
Descriptive and concise page titles are Google’s recommendation. It doesn’t want to see anything vague such as “Home” for the home page. Also, it does not want to see “profile” for a person’s profile. Google also recommends avoiding unnecessarily long and verbose text, as it is highly likely to be truncated in the search results.
Be sure that you avoid boilerplate and redundant text in your page title. What happens here is that the boilerplate text causes confusion between pages for users as well as search engines. So, Google recommends distinct and descriptive text in your page titles. It also discourages utilizing long text that doesn’t change, with the exception of certain pieces of information. Don’t include text within your page title that’s not useful to users or that would be considered uninformative.
Google also doesn’t like keyword stuffing. But that doesn’t mean you can’t have descriptive terms in your page title. However, you don’t want to include the same words and phrases many times. Doing so could be similar to keyword stuffing, making your search results look spammy to Google and its users.
Branding your page title is an acceptable practice for Google. You can either include it at the beginning of the page title or at the end, per Google’s guidelines. Make sure it’s separate and unique from the rest of the text. In order to accomplish this, you could use a delimiter symbol, which includes colons, pipes, or hyphens. This can help you avoid making your site’s branding look like a repetitive portion of the page title.
Make it clear which part of the text is actually the main title. According to Google’s recommendations, it examines a variety of sources when it generates title links. These sources include things like the main visual title, prominent text in the body copy, and heading elements. Google also recommends varying the size of the main title on the page, for example.
What Else Has Google Said About Page Titles?Aside from its Search Essentials, there are several things that Google has mentioned about page titles that should be observed.
“We do use it for ranking, but it’s not the most critical part of a page. So it’s not worthwhile filling it with keywords to hope that it works that way. In general, we try to recognise when a title tag is stuffed with keywords because that’s also a bad user experience for users in the search results. If they’re looking to understand what these pages are about and they just see a jumble of keywords, then that doesn’t really help.” – John Mueller, Google 2023
“I’d just write natural titles, the way you’d want them to appear in search, and how you’d want to present them for users. Slash (separators) is fine & can perform well anywhere.” – John Mueller, Google 2023
“Of all the ways we generate titles, content from HTML title tags is still by far the most likely used, more than 80% of the time.”– Google Search Central Blog, 2023
“If your document appears in a search results page, the contents of the title tag may appear in the first line of the results.” –Google, 2023
“We introduced a new system of generating titles for web pages. Before this, titles might change based on the query issued. This generally will no longer happen with our new system. This is because we think our new system is producing titles that work better for documents overall, to describe what they are about, regardless of the particular query.” – Google Search Central Blog, 2023
Meta Description TagsAnother meta tag that’s important to SEO is the meta description tag.
This is the very short snippet paragraph underneath the page title within the search results. As long as you utilize a more accurate description than what you can ascertain from the on-page content, Google will use it.
This meta tag is not much of something used for ranking. Instead, it’s something that’s used to entice and inform users about the page in general.
It creates a short and relevant summary of what that specific web page is actually about. In its simplest form, this is basically a sales pitch for your website. It’s meant to convince the user that your page is exactly what they are looking for.
Google explains that there is no limit to the length of the meta description and that it truncates the snippet on the SERPs as needed – and this is usually done on a device-width basis.
Best Practices For Writing Meta DescriptionsDespite the apparent lack of control when it comes to rankings, writing meta descriptions is still an important part of any SEO professional’s arsenal. This can mean the difference between significant CTR from the SERPs, as opposed to sub-standard CTRs.
This is why it makes sense to make both page titles and meta descriptions a focus of your own SEO efforts whenever you optimize a page.
Google’s Search Essentials explains what it looks for in meta descriptions.
Note that meta descriptions should be visible on the webpage. If they are not visible, Google will ignore them in 99% of cases.
Make Sure That Every Meta Description On Your Site Is UniqueGoogle explains that identical, and even similar, meta descriptions on multiple site pages are not helpful when these pages appear in the SERPs.
It recommends that SEO pros create meta descriptions that are unique and that accurately describe the specific page.
On the main home page (or aggregation pages), it also recommends that you utilize site-level descriptions and then use page-level descriptions on all other types of pages.
Ensure That Your Description Includes Relevant Information About The ContentGoogle recommends including relevant information within the meta description that reflects the actual page.
For news and blog posts, it explains that these meta descriptions can list the author, the publication date, and byline information that would otherwise not be displayed.
In addition, product pages that have specific information scattered throughout the page that might be helpful for users could be included here, too.
Google adds that any great meta description can provide all the relevant information a user might need to decide to visit that particular page.
Automatically Generating Meta DescriptionsIt’s possible to generate your web page’s meta descriptions programmatically. (Not only possible, but Google actively encourages doing so in its Search Essentials documentation.)
This is especially true for larger sites with thousands of pages.
Google doesn’t expect the average user to be able to handwrite meta descriptions on larger sites. It still recommends ensuring that these meta descriptions are varied and human-readable.
For example, don’t go in assuming you can programmatically create meta descriptions that are terrible quality and expect to have a good day from an SEO perspective.
It also recommends avoiding long strings of keywords in the meta descriptions – don’t do that here, either!
Make Sure Your Meta Descriptions Are Of High Enough QualityGoogle’s recommendations also highlight the quality of meta descriptions. It also wants to see significantly high quality here – and make sure that your meta descriptions really are descriptive.
What Else Has Google Said About Meta Descriptions?The Google Search Essentials documentation is a good start, but they don’t contain all the information that Google might consider.
The following is a collection of what Google has said elsewhere on the web about meta descriptions:
“You kind of have to balance your time and think is it really worthwhile to like go through a hundred thousand pages and write a new description or should I just like keep this in mind when I’m making new pages and not worry so much about this limit of a hundred and sixty characters or whatever it used to be because I think especially when we make changes like this they they tend to go back and forth a little bit until we find the right balance.” – John Mueller, 2023
“It’s not the case that changing your descriptions or making them longer or shorter or tweaking them or putting keywords in there will affect your site’s ranking.” – John Mueller 2023
“Keep in mind that we adjust the description based on the user’s query. So if you’re doing a site query and seeing this in your search results for your site that’s not necessarily what a normal user would see when they see a search as well.” – John Mueller, Google 2023
How To Add A Meta Robots Tag To Your PageIt is important to note that this setting can be read and followed only when the page itself is crawlable and accessible to Google.
For example, don’t think disallowing a page and noindexing it will benefit you.
Although there are situations where Google might ignore the chúng tôi file, you want to ensure that, in most cases, you are allowing the crawling and indexing of the page so Google can physically observe that particular rule.
(…)
The code snippet above shows how to add the meta robots tag to your pages.
In the overall page code structure, this should be added to the top of the page, within the code, between the beginning and ending head tags.
How To Add A Meta Viewport Tag To Your PageThe meta viewport tag is an important part of meta tags that are added to the page and has to do with making sure that your site is a fully responsive website design.
In short, this meta tag provides specific instructions to the browser on how to render your page on a mobile device. This tag also shows Google that the page itself is mobile-friendly.
Setting The ViewportIn general, the rule is to include the viewport meta tag on every page you want optimized for a mobile device. The parameters within this tag control the page’s dimensions and scaling attributes.
First, mobile browsers will render a page at the width of a desktop screen (at its minimum, around 980px, but this can vary across devices).
Then, they will attempt to make the content appear better by adjusting it to fit the screen and increasing font sizes.
As a result, this might mean that font sizes could appear inconsistent to different users. To rectify this, one could potentially just use a system font instead.
The following screenshot shows how to include and configure the meta viewport tag within your code:
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How To Add The Meta Charset Tag To Your Web PageThe charset meta tag is a tag that allows you to define specific character encoding for your page. This tag is important because it helps provide the vehicle that the browser uses to output characters to text.
If you don’t have the charset tag defined, a browser might output garbage text because of this lack of understanding of the input text. Without this tag, the browser must make an uninformed guess quickly.
While not extremely important in terms of SEO ranking factors, it is important if you want to make sure that your page is as cross-browser and cross-platform as possible.
If you don’t add it, it’s not the end of the world. The HTML5 specification does include UTF-8 character encoding by default.
But, if you want to use another type of character encoding for your page – for whatever reason – then, by all means, you may want to seriously consider adding this tag in those situations.
No Sitelinks Search Box Meta TagDid you know that specific meta tags can help you control the appearance of your search results?
One such meta tag is the no sitelinks search box meta tag:
If, for some reason, you don’t want a sitelinks search box to appear on the Google SERPs, then you can simply use this meta tag to remove it.
Here is how you would implement the nositelinkssearchbox meta tag on pages where you don’t want the search box to appear:
Again, this would be added in between the beginning and ending head tags of your page.
For Google Discover
Meta Tags Are An Important Part Of SEOThere are those who believe that meta tags rank a distant third or fourth on the tier of responsibilities when it comes to optimizing your web pages.
But, when it comes to achieving higher rankings, optimizing your meta tags correctly can sometimes put you ahead of the pack.
Don’t think of them as the be-all and end-all when it comes to your SEO efforts; instead, they are more supplemental in nature.
Just make sure that you continue to keep your meta tags updated as needed. For example, if your pages change, you don’t want to have a different page title and meta description than the content that’s reflected on the page.
You also don’t want to have meta tags that are substandard in quality.
In the end, you want to make sure that you have some focus on optimizing these tags – because they can take a page from mediocre to great.
More resources:
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