There are so many different parts to SEO it can be quite easy to forget the little things and meta tags certainly fall into this category. People tend to focus on how the page looks or the content or speed, but not the meta title and description.
Meta tags are the information that shows up in search engine listings that explain what your website is about and the specific page users will be directed to if they click on your result listing. A lot of the time the meta tag is the first thing users will see about your website so it is vital that you invest some time in them.
Working on improving your meta tags can be one of the most effective ways to improve your SEO ranking. So why wouldn’t you spend some time on them? Every single one of your pages will need a unique and compelling meta tag in order to woo over users to your site.
However, you don’t want to go to the extreme and end up keyword stuffing in your meta data. This is because Google is looking for websites with positive user experience and stuffing keywords is not that.
User experience is now all the rage lately, and for good reason too. Google is now focusing on ensuring that users have a positive experience when they visit the search engine and they that are showing users results they want to see and are helpful to them. So when creating meta data – think about the users!
Explore the mains ways you can write meta tags that will boost your ranking below:
1. Be Interesting and Different
No matter what industry you are in there are stacks of competition. Therefore you need to do everything you can to stand out from the crowd and make your website more noticeable than others. Don’t just go through the motions when creating meta tags – try to think outside the box!
Another important point is to make sure that the meta description actually matches the page you are sending users to. There is nothing more frustrating than thinking a page is one thing and then being directed to it and finding out that it is not relevant at all to what you thought it was.
Be direct and give the users exactly what they are looking for but in the most interesting way. Quite frankly, if you are not interesting in the slightest, you will not see your rankings improve.
2. Less Focus on Word Count
As some may know, Google has increased the character limit on the meta description from 160 characters to now 320. This increase in the number of characters you can use is handy and you should take advantage of it if you can, but it shouldn’t be your sole focus.
Don’t focus on ensuring you meet the 320 character limit for every meta description you write. Instead focus on the actual content of the description and making sure it is compelling enough to get users to click on it!
What this does show you is Google’s vision for what they want everyone to focus on now and in the future – user experience. They are allowing you to be more descriptive in your meta data and therefore hopefully show a better picture of who you are to the user before they even click on your website.
While you should try to take advantage of Google’s new update in the character limit, it shouldn’t be the first focus. Like in the previous point, you should be creating engaging and unique content – and if that just so happens to be longer then so be it!
3. Using Keywords
This may seem like a no brainer, but it is vital you include your keywords in your title and description of the meta data. If you have developed a proper keyword strategy it is likely that you will have a different set of keywords for each page (and sub pages) on your website.
When writing your meta data you should look to include keywords in natural places and not look to keyword stuff. This will not entice users to come to your website and it is not longer an effective way to boost your ranking.
If you have developed a proper keyword strategy from the beginning the process of writing (or updating) your meta data should be fairly easy. Use your main keywords to show both Google and users what a particular page on your site is about.
When using all these above tips, it is hoped that you develop meta data that is loved by both users and Google. Don’t forget to revisit your meta data every now and again to ensure it is still as effective as possible.