Writing effective metadata is one of the easiest and most effective ways to boost your website’s ranking on search engine result pages through SEO. It gives web users an overview and summary of webpage content, making it easier for them to find relevant data. Since Google likes to change its policies and algorithms, we will be looking at how to write effective metadata in 2021.

What is metadata?

Simply put, metadata is data used to describe other data. It gives web users a sneak peek into your webpage’s content, and if they are interested, they can continue reading. Metadata is made up of two parts:

Meta title

This specifies the main title of your webpage. When creating your meta title, ensure that you include a relevant keyword as close to the beginning as possible and then end with your website’s name for the sake of branding. Also, ensure that you write it with your audience in mind and not search engines. As much as your meta title helps match your content with search queries, web users ultimately decide if the recommended webpages are relevant to their query.

The key to writing a good meta title is keeping it as short and possible. Google and other search engines limit how much text they display, so you don’t want it to be too long. 50-60 characters should be enough.

Meta description

The meta description is an HTML attribute that summarises your webpage’s content. It is displayed on search engine result pages, and it often influences click-through rates. Here are a few things you should consider when writing your meta description.

Optimal length

Google changes the length shown in meta descriptions every now and then, so keep it between 155-160 characters to be on the safe side. That said, ensure that your meta description is descriptive enough as its primary goal is to provide value and drive clicks.

Optimal format

An effective meta description should be concise, insightful, and original. Since Google only displays about 155 characters of your meta description, keep your message short and sweet. Always include a focus keyword in your meta description, but do not overstuff them. It is also crucial that you have a call-to-action. Your meta description is essentially an advert, so encourage them to click your link. Lastly, avoid duplicating meta description tags. If you can’t create unique meta descriptions for all your pages, prioritise the most important pages and leave the rest.

If you need help creating your metadata, contact us today.