Having effective Metadata on your website can be the life or death of any successful SEO marketing campaign.
Meta Data on a webpage consists of a Meta Title and a Meta Description. These small text snippets are the best way to attract searchers attention and persuade them to click on your links as posed to other websites. This is essentially the first point of contact with anyone using Google to find something online.
Correctly optimising these snippets can also be a deciding factor in Google’s ranking algorithm, not utilising keywords, providing incorrect information and other black hat SEO methods can have a detrimental effect on your search rankings in Google.
Writing good Meta titles
When it comes to writing your websites Meta Titles, you need to make sure that the information is precise and informative to the users. Google puts a lot of stress on user intention and if your Meta Title isn’t providing any useful information to the user or is nonfactual then Google will deem this page as not worthy and position your page further down rankings.
Making a good mixture of informative and persuasive context is a precise but difficult concoction to make in less than 65 characters. To correctly fit these ingredients into the Meta title takes a smart layout. They need to include your Focus Keyword(s), this helps well to identify your focus keyword straight away. It also needs to include some information and it most importantly it needs to include your brand name where possible.
Brand Recognitions is going to be playing a big part in SEO going into 2019 due to Google changes that will take place in the New Year. You can learn more about this in our blog about 2019 SEO changes, here.
Here is an example of how a Meta Title should be formatted from Search Engine Watch (https://searchenginewatch.com/2018/11/22/dos-donts-metadata-snippets-clicks/). It includes Keywords and your Brand name.
Writing Good Meta Descriptions
A Meta Description is a more descriptive plot of text in Google, it is used to support your Meta title and provide the user with some more information about your product, service or just page in general.
This snippet of the text consists between 145 to 175 characters, this is a lot more than what you get for the first Meta title and is needed to provide the reader with more information about the page presented.
A Meta Description needs to also include your pages target keyword, this helps Google to recognise that the page is relevant to the keyword provided. It would also be useful to use Call To Actions (CTA) in your description to try and entice the user to click your link.
Above is an example of how Meta descriptions should be laid out including keywords, CTAs and loads of information. This is how a good Meta Description should look.
Performing a successful SEO campaign or marketing campaign can be difficult, to say the least, this is just one way of improving your campaign. However, these small changes can make the difference between ranking on page one and not ranking at all.
Making your website as appealing as possible is the real trick. You want to get as many people from the right advert to click your advert in google.
If you or your company don’t feel confident editing Meta Data and feel that you would benefit from some professional assistance, give us a call on 01925 563 960 or email us at email@example.com.