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How Metadata and Content Are Affecting Your Rankings

How Metadata and Content Are Affecting Your Rankings

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Posted on 09-25-2012

By: Fletcher Walters

Does Metadata and Content Really Impact My SEO?

Many small business owners ask this question about whether website content and metadata really impact search engine rankings. The answer to this question is yes. The three main factors to keep in mind, as discussed in DentalMatrix’s tips for optimizing page content, are H1-H6 tags, original and naturally written pages, and metadata. These three factors provide information directly to search engines and therefore impact your SEO.

Metadata Has a Direct Impact on Search Results

One of the most important aspects of metadata is the page title. By giving your webpages succinct and natural titles, which are also keyword dense, this allows search engines to properly index your pages. Search engines can properly index the pages because good titles will give an accurate overview of what the page is about. When search engines crawl/index websites, they review the contents on the page and evaluate how the page should be indexed. When crawling a site, search engines examine words in titles, what is written on the page, headings and subheadings, and metatag information in order to properly index a page. To get a better understanding of this, let’s examine how Google interprets information based on a page title.

Proper Page Titles Increase Rankings in Search Engine Results


For WeCare Dental, a page title was created that reads Dentist • Big Lake, Brooklyn Park, Coon Rapids • Cosmetic Emergency. This page title has improved the page’s rankings for “Dentist Big Lake” in Google searches. Additionally, a few other services listed in the page title and description (WeCare Dental provides family dentistry in Brooklyn Park and Big Lake Minnesota...) also show up in the search results. One point to note is that Google has bolded the terms that are relevant to the search. These terms come directly from the metadata and header tags.

Header Tags and Content Impact Search Results

To see how header tags and content affect search results, view a cached version of the page. When header tags are relevant to the content, keyword rich, and succinct, Google will use these tags to better rank the page in search results.


In this Google cached version of the WeCare Dental page, the highlighted terms provide a synopsis of how Google is indexing the page. The header tags and metadata are concise, relevant and keyword rich; the website is in universal HTML language; and the website is optimized for specific search queries. Because of these factors, Google has ranked wecaredentalus.com as the first result out of 1,530,000 results on Google for the search term “Dentist Big Lake.”

If you have questions about optimizing the website for your dental practice, call DentalMatrix at 1-800-IMATRIX (1-800-462-8749). Our Internet Consultants will provide a free website evaluation and explain what SEO can do for your dental practice.

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