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HTML tags for SEO

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There are some specific HTML code types that provide search engines with key information for SERP display. Essentially, these elements highlight parts of your content that are relevant for search and they describe those elements for search crawlers. You probably want to know which are those tags that are becoming almost fundamental for SEO, right? Well, here’s a sneak peak of them.

Title tag

It’s usually used to set up those clickable headlines that you see in the SERP. Okay, we know that it’s up to Google to create a SERP headline for your page, but to be honest, the first place Google is going to check for headline ideas is the title tag, and where a title tag is present, that’s why you can use the title tag. It gives you some control over the way your page is represented in the SERP.


Keep in mind that your title must contain keywords that will help you appear in search results. In addition, it must be attractive enough for users to click on it, so it is recommended to have a balance between search optimization and user experience:

Meta description tag

They are used to set up the descriptions within search result snippets. Sometimes, Google doesn’t use the tag, but if the meta description tag is there, there will be a good possibility for your meta description to achieve the SERP.

However, Google’s team uses it to choose the best option for increasing your chances of click-through. So, in some cases, it’ll ignore the meta description tag, and instead quote a bit of copy from the page if it feels it is a better match for a particular query than the meta description would have been.


There are no strict rules about this tag. In fact, if you fail to write a good one, or even if you fail to write one altogether, then Google will write one for you.

Heading (H1-H6) tags

The reality of the digital reader is that no one reads a web article in its entirety. In fact, they swipe the screen while scanning and locating the information they need or like the most. And if the article isn’t split into sections, then many will bounce right away because it’s just too much. So, from a user perspective, headings are handy reading aids. From the perspective of the search engine, however, heading tags form the core of the content and help search crawler bots understand what the page is about.


Their rules are based on general copywriting practices. So, it’s as easy as to understand that if you want to keep a consistent format, you need to learn how to break copy into bite-sized pieces:

Image alt text

Here, the key purpose of the image alt text is to help users understand the illustrations when they cannot be seen, for example, by a visually impaired visitor. In this case, along with occasions where, for example, there is a problem and the image does not load, alt text can be used to describe what is in the image, rather than seeing it.

From an SEO perspective, alt text is a big part of how images are indexed in Google search. So if there are visual components to what you do, such as images of your products, your work, your stock images, your art, then you should definitely consider using image alt text.


A prerequisite for adding alt text tags is to find all images without them. To do this, you can use tools such as WebSite Auditor to crawl your website and compile a list of images with missing alt text. Once you have created your lists, apply these guidelines:

Schema markup

It is used to enhance regular SERP snippets with rich snippet features. offers a large collection of tags developed jointly by Google, Bing, Yahoo!, and Yandex, and webmasters use the tags to provide search engines with additional information about different types of pages.

While there is no certainty whether the use of Schema markup improves ranking chances, the resulting snippets look much more attractive than regular snippets and therefore improve one’s search ranking.


The only recommendation is to visit the official site and take a look at the tags it offers to see if any may apply to your type of page. It is worth mentioning that there are thousands of tags, so it is likely that there is an option that applies and can help improve your website listings.

HTML5 semantic tags

Before the advent of HTML5 elements, each webmaster divided the HTML code into components, which they specified in their own way, so it ended up being a bit complicated and a challenge for search engines to understand what was what on each page.

However, with the introduction of semantic HTML5 elements, an intuitive set of tags was presented, each describing a separate page component. So, instead of tagging content with a bunch of confusing divs, there is now a way to describe components in a standardized and easy to understand way.

HTML code

Therefore, we are going to introduce you to some of the most practical semantic HTML5 elements, so that you can use them to improve your communication with search engines:

article – isolates a post from the rest of the code, makes it portable

section – isolates a group of posts within a blog or a group of headings within a post

aside – isolates supplementary content that is not part of the main content

header – isolates the top part of the document, article, section, may contain navigation

footer – isolates the bottom of the document, article, section, contains meta information

nav – isolates navigation menus, groups of navigational elements

Meta robots tag

The Robots meta tag is all about the rules of engagement between websites and the search engines. This is where website owners can establish a set of rules for crawling and indexing their pages. Some of these rules are mandatory, while others are more of a suggestion.

And while not all crawlers will respect the robots’ meta tags, the major search engines often will. Also, keep in mind that if there is no meta robots tag, crawlers will do as they please.


This tag should be placed in the main section of the page’s code and specify which trackers are addressed and which instructions should be applied:

Individual addressing is usually done to ban malicious crawlers from the page and allow well-meaning crawlers to continue.

HTML code

These are some of the most commonly used parameters with meta robots tags. Remember that you can use any number of them in a single meta robots tag, separated by a comma:

Canonical tag

Canonical tag spares you from the risk of duplicate content. The main goal is to prevent any given page (even if unintentionally) from having multiple artifacts, such as http and https, multiple tracking tags, and even multiple sorting and customization options available in product catalogs.

Something that, at first glance, doesn’t seem like a problem, but in reality means that they may be taxing the tracking budget and authority of your page and disrupting your performance tracking. Therefore, the alternative is to use a canonical tag to tell a search engine which of those page addresses is the primary one.


To avoid potential SEO complications, apply the canonical tag to the following pages:

To sum up…

These are just some of the HTML tags that you can use to improve your SEO skills on your websites, and while many of them are still in use today, there are others that are set to disappear precisely because, as noted above, search engines are getting smarter and there is less and less need for HTML tag optimization.

Not to mention that most modern CMS systems automatically add these elements. But it never hurts to know how to do it yourself, right? Many web developers prefer to do it by hand to prevent Google from coding and interpreting their content automatically and almost completely. You know, privacy and authenticity first!

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