I guess you could say I was in a bit of a rut. The modules I had been using for SEO had been working well, so I hadn't bothered to look at any alternatives in quite a while. Then I had a customer ask if I'd consider switching to the Meta tags module. I took a look and came away very impressed with what I saw.
In this tutorial we'll review the Meta tags module and explore the settings it provides (including the advanced ones) and how they can help optimize your site for search engines. Let's begin with a bit of set up and general configuration.
First, Get the Module
We're working with our latest theme Foundation in this tutorial (which is available for free). It's a good choice because it comes with Meta tags already installed and configured, but if you'd like to follow along on your own site, here's where you can download the module.
Once you've got Meta tags installed, go to the configuration page located at:
admin/config/search/metatags.
Expand the tabs and you should see something similar to the image below.
We're not going to dig too deeply into these default settings right now as each field will be covered in detail a bit later, but it's important to note that if you want to change anything on a site-wide basis, here is where you do it. Let's take a quick look at one of these settings to see how they are put together.
Under Global > Page titles, you'll notice that it's set to:
[current-page:title] | [site:name]
The bits inside the brackets are tokens and the pipe character acts as a separator. We won't change this one because it's a good default that places the page's title in front of the site name, but if you did want to change it you'd just click "Override" and modify as you see fit.
These site-wide configuration options are really useful, but one of the coolest parts of the Meta tags module is that we can override these settings on a page by page basis.
Page Level Settings
Let's find a page to edit so we can check out the page level settings. You'll find the Meta tags tab near the bottom of the edit form. Open it up and you should see something like the screenshot below. We'll step through the fields one by one.
Page Title
Let's say the page I'm working on in this example is about how to make sushi and is titled, "Become a Sushi Ninja". This title currently shows up in both the page's <title> and <h1> tags. The <title> tag is what is going to appear in the search results, but is "Become a Sushi Ninja" really going to be best for optimizing this page for search? Wouldn't "How to Make Sushi" be a better, although more boring, choice?
With the Page title setting, we can have it both ways. We can keep the catchy title for displaying on the page and simultaneously use "How to Make Sushi" for the search results. To do this we just edit the Page title field so that it reads:
How to Make Sushi | [site:name]
What this does is change the <title> tag to our key phrase signaling to Google and Bing that the topic is making sushi (and not becoming a ninja), while retaining the catchy title for the <h1>, which is what readers will see when they visit the page. Pretty cool, huh?
Description
The page description doesn't affect your ranking in search results, but it can have a big effect on how many people will click through to your page. You can see that by default it's set to display the page summary (this can be found by clicking the "Edit summary" link above the body field).
You can also edit the Description field directly which Meta tags reminds you to keep under 150 characters because search engines won't display more than that on a results page. If you don't have either field filled out, Google will decide what to display without any input from you, so it can be very helpful to write up a snappy description for your content here.
Abstract
You can safely ignore this field with regard to ranking with Google or Bing, but it can be useful for some niches like academic papers. Again, keep it to under 150 characters but instead of something snappy, try to be as plainly descriptive as possible.
Keywords
This is one you should deliberately ignore. It doesn't impact your search rankings at all and instead will serve up your targeted keywords on a silver platter to any competitors who may be researching you.
At one time Keywords was a very important meta tag, but unfortunately it was widely abused and became useless in helping search engines understand page content.
Advanced Settings
The advanced settings are really what make me love this module. There are some important things in here that I had previously been handling in code. Let's open up the Advanced section and take a look at the fields.
Robots
I won't go through all of these but I do want to talk about a couple of them that are particularly useful.
Prevent search engines from indexing this page
So why would we want to prevent search engines from indexing a page on our site? There are several reasons, but a really good one has to do with not having your pages compete with each other in search results. This is called keyword cannibalization, and it's a bad thing.
To avoid this problem, just check that little box and you won't have to worry about having the new page compete with an existing page you may have already optimized for the keywords.
Prevent search engines from following links on this page
When we link to another site, we're helping it out a little bit because Google looks at links as something of a recommendation.
Now let's say you're writing a blog post in response to something that has you really upset. Maybe another blogger has written a post that is simply insufferable. It cannot go unchallenged! In your response, you want to give your readers some context by providing a link to the offending post, but you also don't want to give it a positive citation.
Just check this little box and you can let 'em have it without worrying that you've given any help with SEO.
Google News Keywords
This is a new meta tag that is exclusively used by Google News. You can read up on it in this post from Google.
Copyright
Pretty straight forward here and not something most will need to mess with.
Image
This one is also relatively new and can be handy for telling social networks which image they should use with a post.
Canonical URL
Canonical URLs are very useful for dealing with duplicate content issues. This is something that is often a problem on e-commerce sites where product listings are duplicated on multiple pages. For the details, I'll let Google explain as they have written up a pretty good post on the subject. Meta tags does a good job of handling this by default so you probably won't need to mess with it much.
Shortlink URL
This element acts as an alternative to link shorteners. In Drupal they usually come out looking something like this:
<link rel="shortlink" href="http://example.com/node/5" />
Publisher URL
This one is actually a pretty big deal and will increase in importance over time. It links your Google+ page to your website. It's becoming very clear that Google+ is a major factor in search going forward, so I would recommend setting this one in the site-wide configuration.
Author URL
Have you seen those little author pictures that pop up in the search results?
Well, adding this tag is how it's done (read full details). Yet another reason to love this module. And if you'd like to learn more about why authorship is important, this post does a good job of explaining it.
Original Source
This tag is also something Google cooked up, this time to help identify the original source of content. I think this one may be particularly useful for news sites, but can be safely ignored by most.
A Great Marketing Module
I know a lot of folks really dislike the term "SEO" and all the negative stereotypes associated with it, so maybe it would better to put Meta tags in the "technical marketing" category instead. When you boil it right down, all it's doing is helping you describe your content to search engines so that more relevant results are returned. This is a win for both you and the search engines.
If you feel like talking about how awesome the Meta tags module is, you can do so here.