What is SEO metadata?
SEO metadata refers to the HTML tags that can be used in webpage headings, meta titles, and meta descriptions. It is considered as part of On-page optimization.
These tags are used to describe a web page in detail and as such is an important factor for search engine optimization (SEO). The purpose of SEO metadata is to attract the attention of search engines so they show your website on their pages.
Int this article we will conver how to propperly do metadata optimization.
What makes up SEO metadata?
The three most important parts of SEO metadata are the title tag, metatag description, and metatag keywords.
The title meta tag
The title tag is extremely important SEO metadata. The title tag will be displayed on a search engine result page as the “title” of a web page.
This tells the reader what the page is about and makes the visitor decide if they want to click through to your site or not. If this doesn’t get their attention, nothing will! A good title should include a keyword and should contain your most important keyword first.
Tips for optimizing the meta title
We can’t talk about metadata optimization without the meta title.
The keyword that you plan to rank for should be at the beginning of the meta title because search engines put the most emphasis on the words at the beginning of the title.
The title should be relevant to your site. It’s not a good practice to use meaningless titles on your webpages.
Use one keyword per meta title and please don’t repeat that same keyword twice within that same page’s SEO metadata. It looks like over-optimization and will mean nothing to a search engine.
The meta title should be within a certain pixel width. That pixel width depends on the search engine. For Google, the pixel width of the meta title is 580 pixels.
When planning your meta title, make sure that you have prepared a keyword mapping plan, so you can add the keywords that you have planned for this piece of content. If you don’t have that plan, then you might face some internal competition between pages for the same keywords. That’s why keyword mapping is important.
The meta description
Meta description is extremely important SEO metadata for search engines. Just like the title, the meta description will also appear on a search engine result page. Unlike the title, though, this will appear below your page’s title.
While the content in the meta description field will not influence search rankings, it still is important. A lot of users will read a page’s meta description before they decide to click on that page or not. So, what you have to do, is to try and convince them to click on your website.
Some may argue that meta descriptions have lost their SEO value at all due to Google’s algorithm updates. The reason that the critics say that the meta description is not an important element of the SEO optimization process is that Google sometimes rewrites the description and does not show the original that you have written for the user. If Google decides that a meta description is not relevant to the user’s query, they will show a section of the content on the website as a meta description.
Tips for writing good meta descriptions
A good description should be a maximum of 150-160 characters long. This will give Google enough room to display your description but it also will make sure that they won’t alter it.
The description should include a few of your keywords, but not all. Keep in mind that the title and the description are supposed to describe the same content. So you do not want to repeat yourself.
The description should be relevant to what your page is about- don’t invent random descriptions. The description should be in a sentence format.
Don’t forget about the other parts of the page’s metadata while you’re writing the meta description.
The meta keywords
What are meta keywords? The meta keyword tag is no longer considered to be an important SEO metadata element. However, Google does use the keyword tag in its search engine rankings. It’s best to leave this field blank – so don’t add any keywords. In other words, they are not great part of the metadata optimization process.
Are meta keywords important for Bing?
Yes. Bing still uses the meta keywords tag to determine the relevancy of a page in its search results. It’s best not to overstuff your meta keywords because that’s not good for you. It might do more harm than good. And if you are doing a good job of adding the right keywords to each of your pages, then your competitors will have an easy time analyzing your content strategy and replicating it.
Bonus tips for writing your meta data
Use spell check and grammar for your metadata
It is not only important for the metadata optimization but for the whole website as a whole. Using spell check and grammar will help you to avoid errors that will confuse the search engines and it will make you look professional.
Use attention-grabbing elements
It is important for your metadata to provide valuable and relevant for your page information, yes, but every other meta title does that as well! You have to stand out. If you add attention-grabbing elements in your meta title and description you will have higher CTR and that will lead to better rankings.
Some CTR magnets for metadata include adding brackets, emojis, uppercase letters, and more. You can even add the current year so your audience knows that the content is up-to-date without you adding the information in the title/description.
Analyze Google Ads and steal their ideas
Google Ads is a great place to get good ideas from. Why? Because people spend money there and they want the best possible title and description. If they don’t have it, then they won’t be advertising for long because they will run out of money due to low sales.
Think of Google Ads’ descriptions as validated data that you can use to build your own metadata. Analyze and get all the repeating keywords from all ads.
They are added there for a reason!
After you gather all the data from your research, you can implement it in your metadata optimization process.
Metadata optimization is one of the most important elements of SEO. Without it, you would not see your site in search engine results, and you would probably be paying for a lot of ads.
You might think the metadata is unimportant but you need to know that metadata is what brings users to your website. If people don’t see anything interesting on your page then they will leave or go to another site, if they aren’t interested in the content.
Make sure to implement all the tips and tricks from this article and to contact me with your results.
I hope that this article did bring you value and I will see you in the next one!