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Meta tag description o keywords: questo è il problema

Posted by AndreaMarciante
On 28 Gennaio 2015
In Web/SEO/Comunicazione
 165 Comments
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Meglio un meta tag keywords oggi o una meta tag description domani?

Per ogni Seo Specialist che si rispetti esistono infiniti universi fatti di parole: moltissime sono inutili, altre rappresentano suggestive sfide e solo poche di esse si trasformano in keywords.

Già, le keywords!

Ma in che modo si dovrebbero utilizzare queste “parole chiave” e, soprattutto, quanto è importante il meta tag keywords ai fini del posizionamento di un sito?

Sfortunatamente per molti, il meta tag keywords viene letteralmente ignorato da Google, con buona pace di chi era convinto di aver trovato la via della vittoria attraverso la saturazione di tale meta tag.

A questo punto una domanda: per quale motivo il nostro caro mister G. non prende in considerazione il meta tag keywords?

La risposta è abbastanza semplice, e somiglia molto a una storiella della buonanotte.

Molto tempo fa, in un luogo che esisteva solo nell’immaginazione dei più piccoli, un gigante non ancora troppo cresciuto aveva il compito di gerarchizzare i siti internet attraverso chiari fattori on-page. Fin qui tutto bene. Un giorno apparvero alcuni personaggi cattivi che iniziarono a infarcire il meta tag keywords di parole spesso senza alcuna attinenza con i contenuti del sito, ingannando di fatto il Gigante buono che si vide costretto a cambiare tutto.

Oggi Google è molto più attento ad altri fattori, uno fra tutti i link in entrata, al fine di garantire un’esperienza quanto più positiva al navigatore.

I meta tag non sono spariti del tutto e, volendo proporre una classifica di quelli più importanti in chiave di posizionamento, potremmo sinteticamente consigliare di abbandonare il lavoro sulle keywords per soffermarsi maggiormente sui tag d’intestazione (H1, H2 e H3) e sul meta tag description. Anzi, a consigliarlo è stato proprio Matt Cutts!

Il meta tag description è diventato importantissimo per il lavoro di Google il quale, in assenza di esso, finisce con il cercare contenuti “a caso” nella pagina per riempire lo snippet nelle SERP. Occorre dunque prestare molta attenzione alle parole da utilizzare in tale meta tag, avendo cura di creare descrizioni quanto più possibile chiare ed efficaci, e soprattutto in grado di attirare il visitatore.

Il meta tag description non deve mai superare le 15 parole e i 158 caratteri (spazi inclusi).

Il resto della fiaba è ancora tutto da scrivere.

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165 Commenti

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