How to write good metadata

How to write good metadata

How to write good metadata

The metadata you write has a direct impact on traffic coming to your web pages. The purpose of metadata is to clearly and concisely describe the contents of the page, with the end goal being the searcher clicking through to your page from search engine results.

Here are a few tips to help you provide clear, helpful meta descriptions that will make your page stand out to searchers.

  1. Always use call-to-action copy

    You want to tell the reader exactly what they can do if they do click on your page. Try using verbs such as learn, discover, find, read etc.

  2. Write informative metadata

    The aim is to make sure that once the user clicks on to your page, you keep them there! If they don’t find what you’ve described and go back to searching, it’s really not a good user experience (and we’ve all been there!).

  3. Keep the character limit to under 155-60 characters

    This is because Google will cut it off at around this amount. So, say what you want to say, concisely.

  4. Use descriptive words – not waffle!

    You want to connect with your target audience – let them know clearly and specifically what you can give them if they click on your page.

  5. The meta description should be unique to each page

If you just copy and paste the same metadata across each page of your site, the user experience will be hampered within the search engine. Although the titles of each page might be different, Google will assume all pages are the same, and only one will be picked up.

Back to the top of this page