Optimal writing of the HTML code is necessary to allow crawlers to properly index a website. Therefore, it is essential to obtain visibility in SERPs.
With the optimization of the HTML code, specific portions of the source code of each page are compiled so that they can perform better than the strategic keywords for the project. This information is received by the search engine, which could not otherwise recognize the relevance of a page only through the contents that are visible to the user.
When the metadata is compiled incorrectly, the search engine positions the site in an inadequate and imprecise way and it does not let the site appear in the SERPs related to its offer.
In the case of Google, the title meta tag, description and the URL are the main elements that make up the snippet, which is the portion of code extracted from the search engine to compose the results returned to the user. It is necessary to optimise them as much as possible in order to capture the attention of the user, who is performing a search, in the most effective way.
Once the preliminary analyses have been carried out and the objectives have been set together with the client, it is important to pay great attention to the writing of the metadata, a process that is often repeated several times and through which the optimization is refined with increasing precision.