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Ryan Palo
Ryan Palo

Posted on • Updated on • Originally published at

Step Your Meta Game Up

Meta tags. SEO. For me, these were things I knew existed, and I knew I should be doing something about them, but it was never high on the list of things to do -- until I read up on them and found out how cool they can make your website! They're quick little things that can give your site just a touch of panache and confidence.

I know what I'm about, son.

I'm going to cover two types of meta tags here: general utility tags and social tags.

Utility Tags

First let's cover some things that help search engines, devices, and other robits work well with your site. I'm just learning about this, but it seems like these should probably exist on every page that you ever make. Someone correct me if I'm wrong.

    <meta charset="utf-8">
    <meta http-equiv="X-UA-Compatible" content="IE=edge">
    <meta name="viewport" content="width=device-width, initial-scale=1">
    <meta name="ROBOTS" content="INDEX, FOLLOW">
    <meta name="description" content="Ryan's site that extols the values of cheese.">
    <meta name="keywords" content="cheese, virtues, poetry, spoken word, slam poems about cheese">
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Some explanation:

  1. Charset: Specifies the character encoding of the website. UTF-8 is nice, it's the recommended setting, and it helps with languages that have characters that are outside the basic ASCII set.
  2. IE=Edge: A meta tag that seems like it used to be required to tell Internet Explorer to behave, but from what I can tell, Microsoft seems to be phasing this out. This might not even be necessary any more. I don't think it hurts to have it, though, and it may help with some browser compatibility.
  3. Viewport: Sets the initial viewport and scaling. According to w3, this makes it so your site doesn't show up teeny tiny on mobile initially. Always a good idea.
  4. ROBOTS: Tells well-behaving web-crawlers how to index (or not) your site. You would set this according to whether or not you want the page to be visible from Google, for example.
  5. Description: Your page's description. This shows up in Google for this specific page.
  6. Keywords: Keywords used to be used by search engines to index, but recently, apparently this is no longer the case. You can probably omit it now. Check the comments section below for more details.

Especially if you're using Jekyll, JavaScript frameworks, or some other method of templating, it's pretty easy to drop these in once and forget about them and they improve your searchability and accessibility. But! They don't do anything especially shwoopy like the next section does. Behold!

Social Tags

There are some people who's links look sad when they share them on social media. Like this:

Sad link sharing

But, in a few short minutes, their links could look like this:


Let's take a look at the HTML.

    <meta name="twitter:card" content="summary_large_image">
    <meta name="twitter:title" content="assert_not magic? | Gouda?  You mean great!">
    <meta name="twitter:site" content="@paytastic">
    <meta name="twitter:description" content="A point-by-point comparison of Gouda and other cheeses.">
    <meta name="twitter:image" content="">
    <meta name="twitter:image:alt" content="Delicious Gouda">
    <meta name="twitter:creator" content="@paytastic">
    <meta name="og:url" content="">
    <meta name="og:title" content="assert_not magic? | Gouda?  You mean great!">
    <meta name="og:description" content="A point-by-point comparison of Gouda and other cheeses.">
    <meta name="og:image" content="">
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There's actually a lot more you could do. It's hopefully clear that the lines beginning with 'twitter' are for the Twitter API, and it's probably not clear that the 'og' ones are for Facebook for some reason. There's also Google+ and others. These are just the two that I'm using now. Note the ever-important twitter:image:alt for screen-readers.

Anyways, once you've got this in place (or, at least the Twitter ones), head on over to the Twitter Card API documentation and take a peek. Finally, head to the Twitter Card Validator to make sure you did it right and check to ensure everything is working as planned. It may take a bit for Twitter and the other sites to crawl and whitelist your site (or blacklist you if you're a moral delinquent), but then, sharing your site on social media will be super duper shnazzy!

I'm working on figuring out Google's Rich Cards (i.e. how your site and pages are displayed in their search results), and once I get that all in place and figured out, I'll write a post about that as well.

Google cards

Sorry, apparently I've got food on my mind.

If I missed some meta tags you think are important, or if you've got some other cool ones to share, I'd love to hear about it!

Edit: Updated info about Keywords and Description tags thanks to advice from intrepid commenters. Stop the spread of disinformation! 😆 Thanks for the heads up.

Originally posted on my blog

Discussion (11)

drmonkeyninja profile image
Andy Carter

The keywords meta tag is basically redundant and isn't used by any of the search engines you are likely to want to care about. So get rid of them!

It's also important to make sure that your meta description is different for each page as this is often used by search engines to describe a search result.

pajasevi profile image
Pavel Ševčík • Edited on

Oh god, this never ends.
Please stop talking about <meta keywords>, it does nothing and every search engine has its own rules by which it ranks web pages. Source here

rpalo profile image
Ryan Palo Author

Interesting, I didn't know about this. Like I mentioned, I'm just learning about this stuff. Good to know! Granted, my keywords are being autogenerated, so I'm not wasting any time on it, but still... saves time for future sites!

pajasevi profile image
Pavel Ševčík

Sorry, I didn't mean to be rude, everyone is still learning. I am just furious that this misconception is still everywhere on the web and people actually think that it's useful.

Anyway, good direction with rich snippets, try official google manual and then try to find some tutorials and so on. Remember that Google can ignore you rich snippet information and not create a card even if the information is right, so use the official tool for validating.

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rpalo profile image
Ryan Palo Author

No worries, thanks for the tips! I really appreciate any help I can get.

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jbobbink profile image
Jan-Willem Bobbink

Google is not the only search engine. Baidu still relies on it :) but if not targeting that market, forget them

mrmartineau profile image
Zander Martineau

@Ryan good article, my go-to for all things meta is the HEAD repo by Josh Buchea, it has everything you're ever gonna need. Bookmark it.

rpalo profile image
Ryan Palo Author

This is magical. Bookmarked.

damcosset profile image
Damien Cosset

Nice one. Extra point for Ron Swanson!

johnlukeg profile image
John Luke Garofalo

Whoa I never knew that you could do all of this. This is awesome, thank you for sharing Ryan!

ben profile image
Ben Halpern

Nice primer