Writing Meta Data for Search Engines
Meta data is text that explains the data or information on your website, it has a few elements, but in this article we’re going to be focusing on just two of the elements, the title tag and the meta description, whilst a Swansea SEO company can increase search engine results, for now we’ll take a look at the basics to get you started.
Let’s start off by saying that contrary to some people’s beliefs, meta data DOES matter, and in most cases, quite significantly. If your meta description isn’t concise, descriptive and explanatory about what the page is about or what offers to potential customers or stakeholders, you are drastically missing out. Good meta data can be the difference between having the search engine rankings you should and underachieving in the rankings. If you use third party software that has a site auditor with a site analysis tool (these tools can be extremely expensive!) then you would benefit greatly from seeing exactly where your site is underperforming and then being able to rectify these errors. Let’s run through the two types of meta data we’re going to focus on in this article, title tags and meta descriptions.
A title tag is the first line that appears in search engines, the one line that links to your website, this is your chance to get the Google algorithm on side as well as capturing the potential viewers’ eye. Including your exact keyword or phrase in the title allows the people who are searching for that keyword (which you are targeting) to be able to link with you, depending on your rank. Maintaining uniformity throughout the title, description and content, which is key for the Google algorithm to recognise the words or phrases you are targetting to add weight for these words on the page you are optimising!
Meta descriptions are the summary beneath the title, it is used to tell the user exactly what the page is about, encouraging them to view that specific webpage. This gives you an opportunity after you have originally captured the potential viewers’ attention to entice them into your site by providing a concise yet interesting description of the page they may visit. As per the title tag, try to use your main keyword or phrase in the description so Google reads and recognises the keyword in both your title, description and content.
To summarise, the title tag is going to be important not only for the Search Engine Optimisation on your website, but also for social sharing. The description on the other hand is a second chance at enticing people into your website through search engines using a well worded, concise and informative description of the page in question.
If you have any questions regarding your metadata or want any help changing, updating or analysing yours, contact us for help.