Many companies use a content management system (CMS) to deliver content to their Web site. And many systems are inherently search engine crawler unfriendly. So I asked the team of experts I work with to help me create a reference guide to the anatomy of a crawler friendly Web page.

What Should Go in the Head of the Document?

- The title is the most important tag. Use it. Make it unique to each page.

- Meta description is the second most important heading tag. Use it. Make it unique to each page. This plus the title alone could keep pages from being considered duplicate content. The meta description probably won't improve your rankings, but it could improve CTRs.

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