Once you’ve decided what keywords you want to use to maximize your search engine ranking, it’s important to understand how the search engines rank your pages. In addition to the page’s title, the URL, and contents, two META tags are used by all search engines to index your site. These are the “keywords” and “description” tags.

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For those of you who have never dealt with META tags, they are special HTML tags that are intended to provide information about web pages, as opposed to describing the page’s layout. META tags are included in the heading of the site, between the and tags. The format of the META tags is:

Keyword Tag:

Description Tag:

It’s important to keep in mind that your keywords should really appear in both the “keywords” tag and the “description” tag for maximum impact. The top-priority keywords (those you’re trying to rank highest on) should be listed first in the “keywords” tag on your main page, because many search engines will only look at the first 150-200 characters in the META tag’s contents. Be sure to use different variations, such as “website promotion” and “web site promotion” to catch as many searches as you can. On your other pages, place the most relevant keywords for that page’s content first in the META tags.