Writing to be Found

When users link to a page from a search engine, they should know immediately how the page relates to their query. Highlight keywords, start the page with a summary, and follow the guidelines listed under "Scannability".

Include in each page all possible query terms that can be used to search for the topic of the page. List the most important terms in a keywords meta-tag together with all common synonyms (even ones not included in the body text). Include generic terms used by customers or competing companies to describe the topic of the page; do not include competitors' trademarks in the meta-tag.

Syntax: <META name="keywords" content="Solaris 2.6, upgrade requirements, operating system versions">

Use a controlled vocabulary to add keywords to the meta-tags for your pages: Create a list of common terms for your subject area and make sure that each of these terms is added to the keywords meta-tag for those related pages.

Do not add a keyword if the page is only peripherally related to the term. Only use keywords that describe the main topic of a page.

Each page must have a <TITLE> tag.

Create title text of a single line, typically no more than 60 characters. Make sure that the first 40 characters of the title describe the topic of the page: titles are often truncated in navigation menus and by search engines.

Make the first word of the title the most important descriptor of the page: Users often scan down long lists of titles to choose pages.

Do not begin a title with a generic term ("Welcome to") or an article ("The").

The title should make sense when viewed completely out of context, as part of a long list of other page titles.

Give different titles to different pages: Pages about the same topic can start with the same words but should end with words that explain the difference between them.

Titles can contain no markup or highlighting.

Titles must be written in mixed case.

In rare cases, a single keyword might be emphasized by use of UPPERCASE (do not use for the first word in the title: being first is sufficient emphasis).

Descriptions must be 150 characters or less.

Descriptions must make sense when read completely out of context of the site (though you can assume that they will be seen together with the page title).

Descriptions should tell users what the page is about and allow them to judge whether it is of relevance to their current problem.

Do not fill descriptions with hyperbole or promotional language; concentrate on the facts.

Syntax: <META name="description" content="How to upgrade from Solaris 2.5 to Solaris 2.6: system requirements, where to buy, link to online download.">