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Using tags to organize your site

Search Engine Optimization

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Using tags

Choosing the right tag for your content can be difficult. The tags are important not only for SEO but also to offer a good experience to the visitor. As a website gets bigger it is necessary to create and maintain a logical structure, categories and tags are used for this. In this article we will see tips on how to use tags to organize your website, allowing visitors to easily find content that interests them.

When we mark content with wrong tags, in addition to making it difficult to navigate the site, we are hampering its optimization for searches. Let's understand a little better what tags are and how to use them to improve the structure of your site.

What is a tag?

A tag is a tag, a tag that we add to the content produced. Do not confuse with meta tags or HTML tags that are also present on the website.

This markup can be done on any content and is nothing more than a taxonomy, a way to classify and organize the content within the site. We are more familiar with the term "tag" but we can also use "tag", "subject", "topic", etc.

What happens when you create a tag?

When you add a tag to a post it is added to that tag's file. For example, this site has a tag Content SEO. When I added this tag to this article, it was added to the archive for it.

It makes perfect sense. When you click on the “Content SEO” tag, you will see a collection of content related to content optimization for searches. Choosing the right tag is part of content optimization and therefore part of that topic. In addition, Google will also understand that all posts in this tag file talk about the same topic.

In WordPress (and most CMSs) when you add a tag that has never been used before, it automatically creates a file for the created tag. Here's a problem faced by many companies: editors and editors create specific tags for one or the other post and in some cases add dozens of tags in one publication.

In doing so, they end up creating hundreds and even thousands of tags that group one, two, or at most half a dozen posts. This makes life very difficult for the user, who wants to be guided to read content related to the topic they are currently consuming. In addition, the search engine will have difficulties in determining the relevance of topics if they do not have a good organization and grouping of content within the site.

Read too: "6 website structure errors and how to avoid them

How many tags should I use per post?

You should never use too many tags on a particular content.

If a post was well produced it is to be expected that it deals with a specific topic, nothing too broad. My recommendation is to use one to four tags, regardless of the size of the content.

How to choose the right tags?

Every website or blog has a certain scope, an area of expertise. This breadth of content is likely to give rise to your tags. In this blog I often write about IF THE, which is a very comprehensive discipline and therefore I use it as a category. Within SEO, I write about Content SEO, Technical SEO, SEO for images, SEO copywriting, WordPress SEO, etc. All of these topics are tags that I use in my articles.

Before choosing a tag, ask yourself:

  • What other content does the content I'm producing relate to?
  • Which tag best applies to this content group?
  • Is this the best keyword I can use as a tag for this topic?

Don't invent tags, they must be existing keywords or keywords. They must be words that people look for. As in the production of content, the choice of a tag must be preceded by keyword research.

Optimize your tag page

Seek to optimize your tag pages with relevant content. It can be a brief description of the topic or even a page with videos and images.

Realize that when creating a tag, within your SEO strategy, you have two alternatives:

  1. Index your tags
  2. Do not index your tags

Indexing tags

By choosing to index your tags, you are telling the search engine that these pages are important. It is understood that you worked on your description, made an appropriate link construction and you want the search engine to scan, index and display the tag on the SERPs.

Not indexing tags

On the other hand, if you choose not to index your tags, they will not be indexed and displayed for user searches on the web. They are still part of the user experience, which can find similar content when clicking on one of them at the end of a post, but it will not be possible to find them through searches.

A common mistake are sites with an expressive number of tags (much more than they need) seeking indexing and ranking for all of them without proper optimization. What happens in these cases is that the tags end up hindering the optimization of the site.

I've had clients that had more than 20 thousand tags (that's right, 20K) and all were marked for indexing. In these cases the search engine spends a lot crawl budget (the “budget” for crawling and indexing pages) with low quality pages and little or no ranking. Good pages are no longer crawled and indexed due to the presence of these “bad pages”.

Promoting tags

One of the great benefits of using tags correctly is the possibility of sharing and distributing content topics in your marketing actions.

In all your campaigns (email, WhatsApp, push, PPC, etc.) you can, instead of targeting specific content, promote topics that are of interest to your target audience.

Category and tag pages have a high conversion rate, whether direct or assisted.

Reviewing tags

As with other content, tags deserve a review from time to time. As I mentioned in other articles, the structure of a website can be dynamic and the focus of your business can change over time.

Read too: "Old content on the site, update or delete?

For this reason, periodically take a look at your tags and identify which ones are unnecessary (duplicates, with little grouped content, irrelevant) and which are relevant to the structure of your website and your business. Remember if: the structure of your website should reflect your business.

Choose your tags with care

Do not view the activity of choosing a tag as something tortuous or that will bring more work to your editorial flow. Like categories, tags are important to SEO from both the user's and the search engine's point of view. Choose them with your visitor's experience, reading flow and engagement in mind.

Summary of how to create and use tags properly:

  • Do not use any tag. Do a search to see which keyword is relevant for the topic;
  • Use tags to group relevant content for the user and for the search;
  • Do not create a tag to group just one or two pieces of content;
  • Optimize and index your tag pages;
  • Promote your pages tags, they have high conversion power;
  • Periodically review the relevance of the tags to your site.

And on your site, how are tags being used? Are they optimized, getting traffic or helping your visitor experience?

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