Every marketer or website owner knows what meta tags are, but not all of them realize the importance of these small pieces of code. Optimizing your meta title and description you improve such crucial things as click-through rate and the users’ first impression on your content quality. Although Google doesn’t use meta tags in its ranking algorithms, metadata has an indirect impact on your SERP.
Read the article to find out:
How meta tags influence your SERP
Well, if search robots don’t pay much attention to your meta tags, why should you bother these pieces of code at all? You could quickly write some short title and description containing your main keywords to help search engines form your snippet, and that would be enough. Not at all. To make it clear, here is the chain of consequences which correct or incorrect meta title and description can cause:
As you see, there’s a logical correlation between the metadata you provide and your rankings.
So, it’s absolutely worth spending some time to elaborate your meta tags.
Do’s when writing metadata
The main purpose of creating meta tags is to describe the content of a page ranking in search results. The data you provide there should be:
To make your snippets bring your website ranking a significant profit, they should meet specific requirements. There are two components of metadata you should always consider: title and description. I’ve circled out the tips you should follow when working at each of them.
Title tags provide you with great opportunity to engage your potential customers and make them click through to your website. It’s worth to make sure whether they give a precise and accurate summary of your page content.
Here are the basic requirements you should consider when creating title tags:
Here’s the way it should look in the code:
What people see in the search results:
The meta description in the code:
The same data in the search results:
Don’ts when writing metadata
Creating your perfect snippet, it’s essential not only to know the crucial requirements but also to be aware of what actions can ruin your ‘first impression’ thing.
For instance, this one’s length is about 61 characters:
And here’s how the page snippet looks in search results:
Search robots used the first sentences from the article instead of using way too short meta description of the page.
Evaluate whether your meta tags are well-optimized
If you already provided metadata for your pages, it’s time to see whether you did your best or you should change anything.
Firstly, look at your competitors’ snippets. Do they add some information your snippets miss? Check what your competitors focus on and think if it could help you improve your click through rate.
Secondly, use SEO tools to analyze your meta title, body text, etc. according to the keywords you and your rivals use. For example, Serpstat Text analysis will help you create automated suggestions for optimizing meta tags and page texts. To conduct analysis, you should conduct clustering first of all: click on Create a project, input domain and a list of keywords you use on your website, choose a search engine and select Linkage strength. When the cluster is ready, click on Start text analysis. Here’s what you’ll see:
The results will help you better understand how you can improve your metadata and correct existing mistakes.
To sum up
Some website owners may overlook meta tags importance knowing search engines don’t consider them ranking factors. But they forget that the quality of their snippets influences a lot their users’ experience. And that is, indeed, the ranking factor. So, make sure you follow the tips from the articles to fulfill users’ expectations and watch your SERP improving. If compacting all the tips in a few sentences, here is what you should always keep in mind:
Inna Yatsyna is a Brand and Community Development Specialist at Serpstat.
The post Do your snippets make people click? Do’s and don’ts of metadata appeared first on Search Engine Watch.
Pleasure to introduce my self i am Sean Webb i am 27 years old from Manchester, UK.I am doing affiliate marketing and have spend lots of time learning how to rank easy to medium competition keywords. I have recently started PPL and Video Marketing and learning more about it.