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Don't Have Time to Be the Web Guru at Your Insurance Company

web_guru

When was the last time you got really excited about the subject of title tag and meta tags?  When you were creating your website redesign strategy?  Good answer, but you're probably laughing up your sleeve, right? Title Tag and Meta Tags may be the least exciting component of SEO, but it is a definite must-have.  It is time-consuming to be the Web Guru in any company, whether you're an owner or an employee.  Most people that are assigned the role of Webmaster are not in your position.  Thank goodness for that.  Does this look like an image you'd like to dance in your head as you're lying in bed trying to count sheep?

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A Meta Tag is a line of code that is contained in the background of a web page.  Search engines look at meta tags to learn more about what the page is about.  Meta tags don't have to have quite the level of SEO importance as they used to but are still very important.  Back in the day, websites abused meta tags to increase their rankings by including far too many keywords and phrases.  Now search engines are smarter and give more weight to inbound links and page content for ranking instead.  However, they still play an important role in an SEO strategy.  Make sure your web guru, is using these on all the pages in your website redesign.

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Assuming you are not a web guru, most website editors and content management systems enable you to easily edit meta tags without coding knowledge.  If you don't have an editor, you can simply open a web page file (ending in .tm, .Html, .Asp or .PHP) in Notepad or a plain text editor and the meta tags will be found near the top of the document.  Here is an example of what meta tags look like in an HTML document:

  • Title:  The title page seen at the top of a web browser, also the main headline displayed in search engine results. <title>HubSpot Inbound Marketing Software</title>
  • Description:  A concise description of the page.
  • <meta name="Description" content="Stop pushing.  Start attracting.  Stop interrupting.  Start engaging.  HubSpot's Inbound Marketing Software...">
  • Keywords:  Words that identify what the page is about.  Keep to less than 7 keywords per page. Keywords in meta tags are not visible in the search engine results like Title and Description.

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XML Sitemaps - The general incentive behind an XML sitemap is to help search engine crawlers (or "spiders") sift through your pages containing your marketing ideas and information more efficiently.  An XML sitemap is simply an .xml file containing a listing of all, your pages and when they were updated.  It's a lot like a subway map.  It shows the structure of your website and where your pages reside.  Creating a sitemap is easy, even for you non-gurus!  You can find sitemap generators online that will create the .xml file for you.  Once you get the real .xml file, simply upload it to the root directory of your website (e.g. www.website.com/sitemap.xml).  If your website is updated regularly, make it a good practice to update your xml file at least once a month so search engines have the freshest data.  Adding an XML sitemap is a component that is commonly overlooked, while it may not be the deciding factor in improving your Search Engine Results.

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We've all experienced a time when we clicked on a website link looking for market ideas and information that ended up being broken.  Typically, you see a "404 message" or "Page Not Found."   A lot of times this is caused when a page is moved to a new URL and the old link hasn't been directed to the new page.  Think about the lost opportunity when your customers and prospects want information that they can't locate.  After acquiring certain market intelligence, you choose to move a page on your website, make certain that you use a permanent 301 Redirect, a method used to change an old URL to a new one.  

In addition to keeping visitors happy when navigating your website, permanent 301 redirects are also important for SEO.  When a user can't find a new page, nor can a search engine, and you'll lose any SEO status the old page once had.  To keep the SEO juice flowing to new pages, set up a 301 redirect for pages that have been moved so search engines know where to find it.

So if you are not about to become a web guru or webmaster in your insurance company, think of our company, Henderson Robb Marketing.  We can do the heavy lifting for you, so you can keep your web redesign strategy focused on generating leads while you and your team are closing the deals and nurturing the leads you're generating online.

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Posted by Peter Henderson on November 13, 2014 08:00:AM

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