How to Optimise Metadata for Visibility in Search

SEO / 03 Jan 2022

When you think of SEO copywriting, you may not automatically associate it with those snippets of information underneath your web page title on the search engine results pages.

The truth is that this microcopy is what invites prospects onto your website. It can mean the difference between taking immediate action and scrolling past.

Meta-data is an underused tool in your on-page SEO arsenal, and we’re here to teach you how to use it for maximum benefit.

What is Meta-data?

Search engines show content that benefits their users and provides the best answers to the questions they ask. Your meta-data informs a search engine (and its users) what your web page is about and what to do next. Fully optimised meta-data helps to ensure that the people clicking through to your website are the right people.

Every individual web page and blog post on your website has customisable meta-data, which breaks down into two types, both with a distinct purpose:

1. Your Meta-title

Your meta-title is your page title. Search engine crawlers use it during their indexing process to learn what your page is about and help them work out how to index it and show it to searchers.

2. Your Meta-description

The snippet of text underneath the meta-title gives an overview of your web page’s contents. It’s a valuable resource for businesses to showcase their product, service, or way of doing things.

Yet, many don’t create an individual meta-description for every page, which is a significant missed opportunity to show how you shine.

People, especially prospects, are far more likely to click on something that’s clear, helpful, and tells us exactly what’s on offer.

How do you Optimise Meta-data for Search?

Good question. We asked our expert team of SEO copywriters for their top tips for ensuring your meta-data stands out from the crowd on the search engine results pages.

A Unique Title and Description on Every Page

Many websites have multiple page titles but only one meta-description for the entire website. 

If this is you, change it. 

Every page has a unique purpose, so its description should be too. You had specific reasons for every page on your website and why. Now, you need to show prospects why you did so.

Keep Your Meta-data Short and Sweet

Your meta-title is approximately 50 characters long. Your meta-description is around 160 characters depending on the search engine and the device your searcher is using. Be intentional in the words you choose or risk getting cut off mid-flow.

No one wants that.

Make Sure Your Meta-data is Clear Over Clever

It’s tempting to make your page titles and descriptions all-singing and all-dancing, especially for the wordsmiths among us (guilty as charged). 

Before doing so, take a moment to consider your fundamental message. What’s the most important thing on your page that prospects absolutely must see or know?

You’ve got a small amount of text to play with, so make it count. As a guide, your meta-description should include:

•     A short overview of the page’s contents: what’s your key message? What’s the point of the page, and what will they get out of their visit?
•     Researched and relevant keywords: what are your prospects looking for when searching for you?
•     A call to action: what should a prospect do next? Read on? Book a call? Buy now?

Need Some Support Shining a Light on Your Business?

We’re a digital marketing agency that specialises in white label SEO, SEO copywriting, and copywriting services for your agency.

Optimising a website’s meta-data is just one trick up our sleeve for increasing your website’s visibility on the search engine results pages.

Do you or your clients need support to get more visibility on search engine results pages? Or to attract more quality, pre-qualified leads?

Book your discovery call today. We’d be happy to help.