You must be thinking that for site tagging to be addressed in this book three times it must be very
important to SEO. And you would be correct. Even beyond the keywords and the PPC campaigns,
site tagging is one of the most effective ways to ensure that your web site shows up on search engine
results pages.
The HTML tags that you include on your web site tell search engine crawlers much more about
your site than your content alone will tell them. Don’t misunderstand. Content is an essential element
for web-site design. But it’s a more customer-facing portion of the design, whereas HTML is a
crawler-facing portion. And before customers will see your content, crawlers must see your HTML.
So when you ask the question, “What’s so important about site tagging?” there’s only one possible
answer: Everything. Your SEO ranking will depend in large part on the tagging that controls your
page behind the scenes. Customers never see it, but without it, they never see you.
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