What is Metadata?
Effective metadata is one of the best places to start when using search engine optimization (SEO) to improve site rankings in search engine results.
Although the content is short and straightforward, writing compelling meta titles and descriptions isn't always easy. You're creating information that describes other data, producing a thesis or a fast sales pitch that encourages visitors to come your way.
If you want to improve your search engine results, think about taking a first or another look at your metadata.
How to write Meta Titles and Meta Descriptions
When you're ready to write high-quality metadata, here are a few best practices to follow to ensure you get the most traction from this effort.
1. Keep things precise
The best meta titles must be short and sweet. Search engines typically display about the first 50 to 60 characters of this tag. If you can keep this information to less than 60 characters, approximately 90% of your titles should display correctly.
Your meta description provides 150 to 160 characters to summarize what Internet users can find on your page. Keeping things to a sentence or two is an excellent practice to follow.
Here is Mailchimp’s home page metadata as an example of a title and description that fit the scope of Google’s search result page (or SERP) metadata pull.
Here’s another example from The Vegan Kind who have cleverly rewritten their meta description to update it with their most purchased and searched for items.
2. Use focus keywords
It’s imperative to include your preferred focus keyword in the meta title. If it’s near the beginning, you might see improved results compared to other placement options. You’ll also want to include this information (and potential variations) in the meta description.
When a search keyword query matches part of your meta description title or description text, the results page is more likely to display or use that information.
3. Create a Call to Action
The meta description becomes a moment of organic advertising within the results page when crafted correctly. That means you've got the opportunity to sell your content to Internet users while encouraging them to click for more information.
Short calls to action within the meta description can boost your click-through rate. It helps you stand out from the competition without pushing a hard sale. Terms like “Try for Free” or “Download Now” are enticing.
Here’s an example from one of my blog posts that ranks number one on page one. It states clearly what to expect and I have crafted it based on researched SERP queries.
4. Be unique
Unique meta descriptions are required to create an improved user experience. Duplicate content makes everything look the same. Originality is what draws people to different websites. If you don't have the time to create something from scratch for each page, consider starting with your high-priority stops before going deeper into the site.
Getting into the habit of creating metadata with each new page and blog post in a more consistent marketed way will help you increase your page authority chances.
5. Match the description and title
Trying to trick Internet users into clicking on a site by using misleading meta titles and descriptions typically causes fewer visitors to come your way. Google has even penalized websites that try this technique to boost traffic. Even if you don't get a penalty, inaccurate content raises the bounce rate, which means lower numbers of engaged leads move through your sales funnels.
Search engines learn more about your content and value when you have well-written metadata. That makes it easier for people to find your website when searching for something you can offer.
If you need a copywriter to create compelling copy, someone who understands the customer journey, fill in the project brief form below!
