If you’re trying to improve how your business shows up online, you’ve probably come across the term “search engine optimization,” or SEO, more than once. You know you need better visibility in search results—but figuring out where to start can be tough.
SEO is especially important for service businesses that depend on local or regional visibility. Why? Because nearly 70% of online experiences begin with a search engine and 75% of users never scroll past the first page. That means showing up in the top results is essential for getting clicks, calls, and new customers.
One of the simplest and most effective places to begin is with HTML meta tag SEO. These small snippets of code may not be visible to visitors on your site, but they play a powerful role in how search engines understand and rank your pages.
This guide explains what meta tags are, how they work, and how you can use them to improve your online presence.
What Are Meta Tags?
Meta tags are bits of code in your website’s HTML that provide important information about a page to search engines and browsers. They’re located in the
section of a webpage’s code and typically include details like:- The page title (what shows up in a browser tab or on Google)
- A short description of the page
- Image details (via “alt text”)
- Headings that organize your content
To view meta tags on any page, right-click and choose “View Page Source.” They won’t show up in the visual part of your site, but search engines read them to understand what your content is about.
While there are dozens of types of meta tags, the four most important ones for beginners are:
- Title tags
- Meta descriptions
- Image tags (alt text)
- Header tags (H1, H2, etc.)
Let’s take a closer look at how to use each one effectively.
Title Tags
Title tags are what users see as the headline in search results and the label on a browser tab. Search engines use them to understand what your page is about. A clear, keyword-rich title can help improve your visibility.
Best Practices:
- Keep your title between 50–60 characters.
- Place your target keyword near the beginning.
- Include your brand name.
- Make it relevant and enticing for users.
A good title isn’t just for Google—it should make someone want to click.
Meta Descriptions
Meta descriptions are short summaries that appear below the title in search results. While they don’t directly impact your rankings, they influence whether someone clicks on your link.
Best Practices:
- Keep it under 160 characters.
- Write in a natural, friendly tone.
- Include relevant keywords and a clear call to action (e.g., “Learn More” or “Schedule a Demo”).
- Make each description unique for every page.
Think of meta descriptions as your chance to pitch the page to a potential customer.
Image Tags (Alt Text)
Search engines can’t “see” images the way people do. Image tags, also called alt text, describe what’s in a photo so search engines—and users with visual impairments—can understand it.
Best Practices:
- Describe the image clearly and accurately.
- Include relevant keywords where appropriate.
- Rename image files before uploading (e.g., “plumber-near-me.jpg” instead of “IMG1234.jpg”).
Alt text also helps your images show up in Google Images, which can bring additional traffic to your site.
Header Tags (H1, H2, H3…)
Header tags organize the structure of your page and make it easier to read. They also help search engines identify the main topics of your content.
Best Practices:
- Use a single H1 for your main page title.
- Use H2s and H3s to break content into clear, skimmable sections.
- Make your headers meaningful—avoid generic labels like “Section 1.”
- Incorporate keywords where it makes sense.
Good headers create a better user experience and help Google understand your page layout.
Why Meta Tags Matter
Even though meta tags aren’t visible on the surface, they lay the foundation for how your site is understood—and ranked—by search engines. Clear, optimized meta tags:
- Improve your visibility in search results
- Increase your click-through rate
- Help users understand what your page is about
- Make your website more accessible
In short, paying attention to HTML meta tag SEO gives your business a better shot at getting found—and chosen—online.
Need Help With Meta Tags and Other SEO Tasks?
Meta tags are just one piece of the SEO puzzle, but they’re a smart place to start. And if you’d rather focus on running your business, Scorpion can help.
We use powerful tools and proven strategies to help small businesses improve their search visibility—starting with the basics like meta tags and building from there.
Talk to Scorpion today and let’s get your website showing up where you need it to.
