Metadata – How to Optimise

How to Optimise Metadata

Metadata Optimisation in simple terms means using targeted keywords in Page Titles, using targeted phrases and ‘catchy’ or ‘calls to action’ sentences in Meta Descriptions and (not really) including targeted keywords in Meta Keywords.

1. Page Titles (‘Meta Titles’) are very important. Just by including targeted keywords in Page Titles you can significantly improve rankings in search engines (at least in Google).
2. Meta Description – while it is believed that keywords used in meta descriptions are not considered to be part of a page content (as they are not visible on a page), they are visible in search results and they do encourage or discourage searchers to click or not to click on your web site.
3. Meta Keywords – seem to play no role in rankings (at least not in major search engines), as they are neither visible in search results nor on the page.

How to optimise Page Titles

• Use the most relevant (to the page’s content) keyword phrases with the highest search volumes. Of course you need to consider competition, so if your website is not yet popular (external links, etc…) focus on phrases that contain multiple words (long tail), and have less competition. Once your website becomes more popular, you may consider ‘going after’ the most searched terms.
• Use unique Page Title on every page (if possible).
• Try to keep the number of characters below 70

How to optimise Meta Description

• Meta descriptions can help you to improve click through from search results. If the main targeted keywords are present in the description and you use calls to action or provide appealing description, searchers are more likely to click on your site. Does you description stand out in search results?
• Keep the number of character below 155 to make your listing look neat and clear.