Years ago, meta tags were the magic bullet for achieving high search engine rankings with organic search engine optimization. Today, most meta tags are not as powerful as they once were – except for the Title and Description Tags.

Used in SEO and web site development, a meta tag is the hidden HTML code containing text describing web page content information for search engine spiders. Meta tags exist behind the scenes and are not ordinarily seen by site visitors unless they click on View Source.

The Title Tag is particularly important today because it becomes the hyperlink shown on the search engine result pages (SERPs) of most major search engines. The Description Tag is used as an expanded description of the web site, following the Title hyperlink in many search engine SERPs.

The Title and Description meta tags can help your site succeed in four ways:

• Properly written Title and Description meta tags can help you get high rankings in the SERPs.
• Compelling Title and Description tags can drive prospects to your site.
• Title and Description tags can serve as an ad or billboard if a site achieves high rankings for its relevant terms.
• Frequent exposure with high rankings in the SERPs results in branding over time.

Your Title and Description Tags should accurately describe each page and contain the main key phrase for the page. This key phrase should also appear in the web page copy and, if possible, in headlines and subheads. Here are some tips for web site owners on meta tags and web site copy.

Your Title Tag should contain about five to seven words or 50-75 characters including spaces. It is a brief, compelling description of the business or product described on the web page. If possible, begin the Title with the main key phrase. Note that this key phrase must appear in the web page copy. Use concise, persuasive copy that urges people to visit the page. An example of a Title for a page in which the key term is "Yellowstone National Park" might be:

Your Description Tag is a further extension of the Title Tag and should contain about 25 words or 250 characters including spaces. Again, it should be brief, concise and compelling, containing the main key phrase. It can be a call to action or mention a free offer. An Example of a Description Tag for this same page and keyword phrase might be:

Most search engines will use your well-crafted description; however, Google creates its own descriptions based on the web page text. It generates different descriptions based on the search terms used to find the site. That’s why keyword-rich web site copy is important.

This isn’t used much by the search engine spiders these days; however, it doesn’t hurt to put about five to ten of your key phrases in a Keyword Tag, perhaps using some common misspellings. It’s easy and takes minutes. The Keyword Tag is becoming useful for RSS feed (XML format used for syndicated content) as more sites decide to let other sites publish their content.

This tag contains the brief description that appears when you point your mouse at a graphic. It is good food for search engine spiders, but remember, the keyword must be related to the graphic.

That’s the meta tag story in today’s environment. A few still contribute to relevancy in search engine algorithms so don’t give up on them yet.

This is more important than ever these days. You simply must have text on your web site so the spiders have a basis on which to rank your site. Graphics just don’t do the trick, even with good ALT tags.

SEO copywriters recommend at least 250 words to a page. Optimize for one or several keywords per page, depending on the length of copy. Some copywriters say not to worry about keyword density -- just write killer copy. Others have density formulas. What’s important is to remember that your copy must please both your prospects and the search engines. Search engines look for the words that make your page relevant. Prospects want well written copy with the information they’re looking for, and they’re swayed when it’s emotional. Some like long copy; others prefer it more succinct. The bottom line: You need to know your audience before you write the page.

Paul J. Bruemmer is founder of trademarkSEO, a search engine optimization firm serving clients nationwide. His companies have provided search engine marketing services to over 10,000 websites, including many of the most prominent names in American business. His articles have appeared in ClickZ, MarketingProfs, WebProNews, SitePoint, Pandia and Search Engine Guide.