Meta tags

Meta tags are HTML tags that are placed in the head area (<head>) of an HTML page. They contain information about the website that is visible to search engines and social media platforms, but not to users.

Meta tags provide search engines with specific information that helps them understand the content of the page and index it correctly. They also influence how websites are displayed in the search results.

The most important meta tags for SEO

Below we briefly present the most important meta tags:

Title Tag

The title tag is one of the most important meta tags for SEO. It specifies the title of a web page and is displayed in the search results as a clickable link.

Optimal length and structure of the title tag:

  • Maximum length: approx. 60 characters
  • Structure: main keyword – secondary keyword | brand name

If possible, place the main keyword at the beginning of the title tag to increase relevance for search engines.

Meta Description

The meta description provides a brief description of the content of the page. It is displayed under the title tag in the search results and can influence the user’s decision to click on a link.

Optimal length and content of the meta description:

  • Maximum length: approx. 160 characters
  • Content: Clear, appealing description containing main keywords

A well-formulated meta description can significantly increase the CTR by arousing users’ curiosity and encouraging them to click.

Robots Meta Tag

The Robots Meta Tag gives search engines instructions as to whether pages should be indexed or links should be followed.

Important values of the robots meta tag:

  • index / noindex: Controls whether a page may be indexed.
  • follow / nofollow: Determines whether links on the page should be followed by search engines.

Canonical Tag

The canonical tag is used to avoid duplicate content by specifying the “canonical” (preferred) URL of a page.

With the canonical tag, you can tell search engines which version of a page is the original to avoid duplicate content problems.

Other relevant meta tags

  • Open Graph Tags: For integration with social networks such as Facebook.
  • Twitter Cards: For the display of websites on Twitter.
  • Viewport Tag: Controls the view on mobile devices.

With an understanding of the most important meta tags, we can now look at their targeted use for search engine optimization.

Use of meta tags for search engine optimization

The effective use of meta tags starts with solid keyword research. Understand the search intent of your target audience to select relevant keywords for your meta tags.

Each page of your website should have unique meta tags that are tailored to the specific content and target keywords of the page.

Use the canonical tag to signal the main version of a page to search engines and thus avoid duplicate content.

Search engines and user preferences are changing. Review and update your meta tags regularly to ensure they remain effective.

Common mistakes when using meta tags

  1. Missing or duplicate meta tags:
    • Each page should have unique title tags and meta descriptions.
  2. Meta descriptions that are too long or too short:
    • Stick to the recommended length of about 160 characters to make sure your description doesn’t look truncated or incomplete.
  3. Irrelevant or over-optimized keywords:
    • Avoid keyword stuffing. Instead, choose relevant and specific keywords that appear naturally in the text flow.
  4. Incorrect use of the robots meta tag:
    • Be careful not to accidentally apply noindexor nofollow to important pages that should be indexed.

Now that we have looked at the common mistakes made when using meta tags, let’s take a final look at the overarching importance of meta tags for successful SEO.

The importance of meta tags for successful SEO

Meta tags play a decisive role in the on-page optimization of a website. They are not only important for search engines, but also directly influence user behavior through their display in search results.

Meta tags help to provide search engines with clear and structured information about the content of the page. This is fundamental to good SEO practice.

While some meta tags directly influence the ranking (e.g. title tag), others have an indirect effect by improving the user experience or the click-through rate (e.g. meta description).

Meta tags alone are not enough for a successful SEO strategy. They must be combined with high-quality content and other SEO measures to achieve the best effect.

Key strategies for effective meta tags

  • Clarity and precision: Keep meta tags precise and relevant to the page content.
  • Regular updates: Adjust your meta tags to reflect changes in the search algorithms or in the content of your page.
  • Test and optimize: Use A/B testing for your meta tags to find out which versions perform best in terms of traffic and engagement.


In summary, the conscious use of meta tags is an indispensable component of any SEO strategy. They offer a way to make your website stand out in search results and attract the attention and interest of potential visitors.

Nevertheless, it is an important SEO practice and its ultimate effect should not be underestimated.