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Meta element used in search engine optimization[edit]
Meta elements provide information about the web page, which can be used by search engines to help categorize the page correctly.
They have been the focus of a field of marketing research known as search engine optimization (SEO), where different methods are used to provide a user’s website with a higher ranking on search engines. Prior to the rise of content-analysis by search engines in the mid-1990s (most notably Google), search engines were reliant on meta data to correctly classify a Web page and webmasters quickly learned the commercial significance of having the right meta element. The search engine community is now divided as to the value of meta tags. Some claim they have no value, others that they are central, while many simply conclude there is no clear answer but, since they do no harm, they use them just in case. Google[1] state they do support for the meta tags “content”, “robots”, “google”, “google-site-verification”, “content-type”, “refresh” and “google-bot.”
Major search engine robots look at many factors when determining how to rank a page of which meta tags will only form a portion. Furthermore, most search engines change their ranking rules frequently. Google have stated they update their ranking rules every 48 hours. Under such circumstances, a definitive understanding of the role of meta tags in SEO is unlikely.
The keywords attribute[edit]
The keywords attribute was popularized by search engines such as Infoseek and AltaVista in 1995, and its popularity quickly grew until it became one of the most commonly used meta elements.[2]
No consensus exists whether or not the keywords attribute has any effect on ranking at any of the major search engines today. It is speculated[by whom?] that it does if the keywords used in the meta can also be found in the page copy itself.[citation needed] With respect to Google, thirty-seven leaders in search engine optimization concluded in April 2007 that the relevance of having keywords in the meta-attribute keywords is little to none[3] and in September 2009 Matt Cutts of Google announced that they were no longer taking keywords into account whatsoever.[4] However, both these articles suggest that Yahoo! still makes use of the keywords meta tag in some of its rankings. Yahoo! itself claims support for the keywords meta tag in conjunction with other factors for improving search rankings.[5] In October 2009 Search Engine Round Table announced that “Yahoo Drops The Meta Keywords Tag Also”[6] but later reported that the announcement made by Yahoo!’s Senior Director of Search was incorrect.[7] In the corrected statement Yahoo! Senior Director of Search states that “…What changed with Yahoo’s ranking algorithms is that while we still index the meta keyword tag, the ranking importance given to meta keyword tags receives the lowest ranking signal in our system … it will actually have less effect than introducing those same words in the body of the document, or any other section.”[7] In Sept 2012, Google[8] announced that they will consider Keyword Meta tag for news publishers. Google said that this may help worthy content to get noticed. The syntax of the news meta keyword[9] has subtle difference from custom keyword meta tag; it is denoted by “news_keywords”, while the custom keyword meta tag is denoted by “keywords”.
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