Mastering Metadata for Enhanced Website SEO

Building a world-class SEO strategy is a business imperative in today’s digital landscape. Regardless of whether you run a product-focused e-commerce business or have a service-based company, the ability for customers and prospects to find your offerings easily based on search terms is key to awareness and growth.

A critical part of SEO strategy that is often overlooked is the use of metadata. Sites lacking complete, informative metadata can have their search rankings negatively impacted since search engines look to metadata to crystallize the content of the site to search terms. Meta descriptions, found inside the element in the HTML, are essentially the ‘back cover’ of a web page and give search engines and potential site visitors a concise explanation of the content on the site and its pages.

Mastering metadata means utilizing relevant keywords in the context of descriptive text that give a “short-form” description of your site and each of the pages within it. An ideal meta description should read as a brief, engaging sentence that will grab a searcher’s attention, ignite interest in what’s on the page and encourage a searcher to find out more by clicking on the site. Think of it as the elevator pitch of each page and the site as a whole.

Metadata goes beyond basic descriptions that you add to the code of your website. Page titles and keywords are just as important as the descriptor. You want to make sure that your page titles are accurate reflections of the content on the page. Trying to write them for ranking instead of relevance will hurt your quality score and, in turn, your appearance on searches.

Make sure your top keywords are highlighted in your metadata as this will help search engines contextualize your pages and index them appropriately when your site is crawled. The more you can manage this, the better all your digital programs will work with your search strategies.

By improving your SEO, you can get more prospects to your site and achieve a better position in search rankings.