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Meta tags and meta keywords do more than just make it easier for the search engine spiders to determine what your site is about – they may also improve your site's click-through rate after people find it on their favorite search engine.
Meta Tags and Click-Through
Meta strategies may no longer be used by Google and other search engines to improve page ranking, but meta descriptions, including meta tags, can also help your site's click-through rate.
When Google lists a website on a search results page, it includes a title and a description. The process that determines this information – the only information a reader sees before deciding whether to click on your site or your competition's – is completely automated.
This process considers the page's content as well as other references to that site on the Web. The meta tags that appear on a page play a large role in determining the content of this description. In fact, if a meta description appears, that information often trumps any other information about the site.
Good meta tags, meta keywords and meta descriptions improve click-throughs and mitigate bounces from your website, both of which will ultimately help in your website's search engine ranking and your company's organic growth.