How Important Is Metadata For Your Online Business Website?


Metadata for your online business is one of the most fundamental factors for your website. Why? Because it tells search engines who, why and where you need to be positioned for user search.

All websites have two elements of metadata:

Title (What is the webpage about? Headline!) – Use 60-65 characters in length, including spaces.
Description (A brief description of the page content – Summary!) – Use around 150-155 characters.

The title and description give search engines a strong indication of the keyword(s) you want to target. If the page content has relative information (rich text) that works with the metadata, search engines will improve your chance of being visible in organic search results. Working towards these variables could lead to an increased amount of relative traffic to your website.

The tricky bit
Additionally, to help complicate matters Google apparently doesn’t use meta description as a ranking factor but will display your title and description in the listed search snippets. This only makes sense if you don’t assign exact text for the title and description because search engines will normally use your title tag and the first 150-155 characters from the first paragraph for the listed rich snippet information. On occasion, they will change the description depending on the popularity or structure of the content.


Most Content Management Systems (CMS) for your website will allow you to adjust meta titles and descriptions. If you stick with the above variables, you should be in a better position to attract new users to your content.

Metadata Describes The Content

Metadata is the rich text that describes the content of each webpage.

Every website is like a spiders web of information. The home page is the centre of the spider’s web and it links to every other webpage, defining the website. Metadata is on every webpage to help search engines determine that your content is relevant to display in its search results for users.

The Meta Title Is Your Headline

The metadata title should be used as a headline! You want to summarise, grab peoples attention and attract them to your website. Search engines will display the title in the search results before the meta description. The page title tells both user and search engines what type of content your website contains; helping influence the position of the website through search results.

Search engines will normally display 60-65 characters in the length of the meta title.

The Meta Description Is Your Summary

Search engines display the meta description directly under the meta title in the rich snippet information for users. This display of results can give users a better idea of what content they may receive if clicked upon.

A clever and well thought out summary can capture users to click on your content. This could drive traffic to your website and help with converting users into paying customers.

Search engines will use around 150-155 characters for the length of the meta description.

Keyword Implementation & Content Strategy

Before writing any type of content for your webpage, there needs to be a reason why! Additionally, it would be wise to mix the targeted keyword(s) with rich content; offering the user enriched, relative information.

If the targeted user clicks on your webpage and receives the correct content they could:

  • Stay longer on your website (reducing page bounce)
  • Possibly click through to other content on your website (service, products, about, other articles)
  • Contact you with more questions
  • Make a purchase – (return on investment (ROI) from content creation).

Any type of content strategy should be relative to your business. Here’s our top five content marketing tips:

  1. Ask yourself a decisive question about your products or services and write about them
  2. Produce content that customers tend to ask all the time
  3. Write about FAQ’s, TIPS, HINTS and extensive information
  4. Educational web pages can really help your customers
  5. Write what you know.

Many agencies use tools for research and creation. Here are our top free websites to get going:

Google Trends – is perfect for research in your business sector. What are people searching for in your country and over the world? Type in a keyword and have a look at what’s HOT! What type of content is coming to mind?

Ubbersuggest – is a free keyword marketing tool. Type in your own domain name and check out what keywords you rank for or type in a competitors domain name and write down what pages is driving traffic to their website. Why not produce something better?

Content Research

The Philosophy Of Content Marketing

Starting with content creation will seem tricky and a waste of time at first, but if you try and write around two articles, blog posts or pages for your website every month, that effort will amount to 24 articles per year. Moreover, you can start hyperlinking essential pages for your website and create a better user experience. Linking content will also tell search engines the vital pages on your website.

Organic content marketing can help lower costs for search in the future. It’s a long investment that can pay dividends in the future for your new or existing business. Try and remember these simple pointers before investing your time with content creation:

  • Don’t write for search engines – create content that users (people) can understand
  • Remember to include your keywords but don’t stuff the content with the same information
  • Make your content inspirational, informative and exciting, you could pick up some organic links from other websites
  • Add a few pictures of your services and products and always use your alt tags (picture description)
  • Use a grammar and spelling checker or get someone else to read over your work before hitting the publishing button
  • Share your articles on social media channels for extra traffic
  • Try not to use meta titles and descriptions as link bait and upset the user by offering irrelevant content
  • Writing educational content can give your business authority in its industry sector.

Would you like some help with your content marketing ideas? We offer affordable services and can help drive organic traffic to your website. Let’s grab a coffee and talk meta!

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