Getting Started with SEO: Metadata
What Is Metadata?
By definition, metadata is a set of data that describes information about other data. It’s a summary of basic information about your site. In short, it includes title tags and meta descriptions. In the past, some search engines looked for meta keywords, which were made up of code that told the search engines what keywords the site was optimized for. However, this practice has fallen by the wayside, and in its place are the more user-friendly tactics — basically, Google will pass right over the bit of code denoting meta keywords.
Title Tags
Title tags are small snippets of HTML that look like the following:
<html>
<head>
<title>Your Title Here</title>
</head>
…
</html>
You can find them in your HTML code's <head> section. If you utilize content management systems like WordPress, it will automatically generate a title for you based on the title of your page or blog post. You can, however, alter the auto-generated title if you use plugins such as
Yoast.
The Importance of Title Tags
It’s been confirmed that title tags are a ranking factor. Your title tag gives Google an idea of what your page is about and its relevance to the search query. Plus, the tag shows in three main places: SERPs, browser tags, and social media. These snippets can give users a better quality experience and entice users to click on your content.
Best Practices for Title Tags
Brevity is key.
If your title is too long, Google may shorten it, thereby minimizing the user experience if they don’t know what your page is about. You won’t be penalized for a long title, but the recommended length is around 60 characters.
Here are a few tips to help optimize your title:
- If your title is already long and includes your brand name, try removing your brand name.
- Don’t type in all caps. Uppercase letters take up more space.
- Use symbols (like an ampersand) to save space.
Create unique titles.
Here is where you want to utilize your primary keyword. We recommend using a short-tail keyword in your title. You want to be specific with your title. If someone is searching “tips for SEO metadata” and your title includes no keywords about SEO or metadata, your page probably won’t appear in SERPs.
We also suggest using one primary keyword. You don’t want to stuff keywords; keyword stuffing is an outdated practice that Google now penalizes. It is tacky and makes your page look spammy and unprofessional.
Sites like
Semrush offer site auditing tools that can analyze the current optimization strategy on your site. It can tell you if you’re using too many repeated titles (amongst many other tips).
Meta Descriptions
Similar to title tags, a meta description is an HTML element that essentially summarizes a page's content. It’s usually shown on SERPs below the title and the URL. They are a significant factor in click-through rates (CTR), meaning they can be a deciding factor if a user clicks on your link.
Meta descriptions look like:
<meta name=”description” content=”Curious about what metadata is and how you can optimize your SEO strategy? Ghost Brands is here to help with your SEO game.”>
It is also found in the header in your HTML code. Again, if you’re on WordPress and use the Yoast plugin, you can edit the meta description directly without messing with the HTML.
Where Meta Descriptions Are Shown
As mentioned above, meta descriptions show up on SERPs. On search engines like Google, you may also see rich snippets, bits of content with the description, title, and URL. We’ll discuss rich snippets in our next post about schema markup. Bear in mind that Google may even rewrite or modify meta descriptions if it doesn’t match users’ search queries well.
You’ll also see meta descriptions on social media shares like Facebook. If a predetermined description isn’t found, Google may display the first text on the page.
How They Affect SEO
The truth is that they don’t directly affect your SEO ranking factor. They indirectly affect it by encouraging a higher organic CTR for particular keywords.
The main three things they do for your strategy are:
- They improve CTR by enticing users to click on your page.
- They help make your SERP result stand out from the competition.
- They help with brand exposure.
And these factors are essential because, as mentioned, they indirectly influence your rankings.
How to Write a Meta Description
While meta descriptions can be any length (Google won’t penalize you for a long description), keeping them around 120 - 160 characters is recommended. 120 characters is the ideal length, based on the pixel width of mobile phones. This is because if your description is cut off, users may not get the whole gist of what your page is about. Still, use up as much of that 120-character limit as possible.
Use a Target Keyword
If you have a long-tail keyword in mind that you’re targeting with your page, we recommend utilizing it in your meta description. It will influence more users to click on your page if it matches their query. Google will even bold the keyword phrase if it matches your description directly.
Use Active Voice and a Strong CTA.
Active voice is when the subject of a sentence is performing the action. Passive voice is when the subject receives the action. Example:
(Passive)
Fashion items, handmade goods, and more are available on our site. Customization and personalization can be ordered with any item.
versus
Shop for handmade, vegan designer handbags, hobo bags, totes, and more on our site, your one-stop shop for fashion items.
Active voice is more enticing for users. It pushes your CTA, which will, in turn, push users to click on your link. Click-throughs are the first step in growing conversions!
Make Sure Your Descriptions Are Unique
You don’t want the same meta description on all of your pages. Generic, duplicate descriptions aren’t helpful for search engine users, as they don’t tell users what the page is about. Make sure to be descriptive and unique when writing your descriptions, no matter how tedious they seem (especially if you have a lot of pages on your site).
We can help!
Again, if you have access to plugins such as Yoast on your platform, you can see where your pages may be failing your SEO strategy. You can also use SEO site auditing tools like Semrush. If you’re still really lost, contact Ghost Brands. We specialize in a variety of areas, including SEO, website design, digital marketing, branding, and more. Contact us today to find out how we can help your business soar!
