What Is (Website) Metadata?
To build a website, you need codes. Now, metadata is written inside these codes (HTML) when building a website. So, you can’t see it. But, search engines can see this data.
Metadata helps to describe your website page or its content. Hence, when a keyword is searched, search engines rank your site matching your metadata. Therefore, metadata can make your page relevant to the search engines.
What Are The Different Types Of Metadata?
Metadata may remain hidden with all its tags. But, it has three key components and a person can see those components.
The title of a page is important information. It provides the idea of your page’s entire content. The title shows a reader the type of content your page has.
Search engines may sometimes fail show a meta description. But, they always show the titles. So, a title in your metadata is truly important.
2) Meta Description
A meta description is a brief description about your website content. It’s one kind of an ad. This brief description shows the quality of your content to the reader. Moreover, it also explains your site’s content in a broader way than the page title.
3) Image Tags
The image description helps to convey an image. This tag can tell the search engine – why and where you have used the image! Sometimes, an image may fail to load. But, an image description or tag can help your readers to understand the content of your page.
Where Does Metadata Appear?
The title appears on top of the metadata. The meta description finds its place just under the title. But, if you share your page on social media, then the description may appear beside your metadata title.
How Does Metadata Help In SEO?
1) Makes Your Page Relevant
Your metadata tells a search engine – the type and purpose of your content. As a result, search engines show your page to the readers when the right keyword is searched for. Hence, metadata helps to make your page visible in terms of its relevance.
2) Draws Reader’s Attention
When a reader reads your meta description or title, he/she may want to visit your site. Thus, your page gets organic traffic with the help of the correct metadata.
3) Helps To Rank Your Page Indirectly
Search engines (like Google) always observe your site’s ‘Click Through Rate’. Believe it or not, metadata increases your page’s CTR. Thus, indirectly your page finds a good rank on the search results.
4) Auto Meta Data Earns Trust
Sometimes Google showcases a brief part of your page content as your page’s meta description. This is a random process. But, this meta description of Google can help your site to earn trust. Reader’s begin to trust the information on your site. Thus, you get a steady flow of traffic.
What To Include In Your Metadata?/How Should You Write A Perfect Metadata?
1) The Right Length Of The Meta Description
You will get 160 characters (on Google) to write your metadata. Hence, try to tell everything important within 120 characters. You should never waste the characters.
For example – title (60 characters) and description (60-80 characters).
2) Use Keywords Wisely
You have to use the right keyword in your title. Your brand name and any specific feature should also come in your description. So, choose your main keyword wisely.
3) Write An Original and Interesting Description
Search engines (like Google) don’t like copied metadata. So, try to write your meta description targeting your audience. Make it original, interesting, unique, and engaging.
4) Show Your Brand Value
Every brand has its bright sides. Hence, your website metadata should reflect your brand’s brightest features.
5) Include A Mild CTA
You should never include a direct CTA. But, an indirect and light ‘Call To Action’ can be allowed by the search engines. So, add a CTA cleverly.
In 2009, Google declared that meta descriptions are not counted to rank a page. But, metadata still plays an important role to draw your reader’s attention. Without metadata, a search engine may get confused about your page’s content. So, don’t ignore metadata. Because it can increase your site’s organic traffic and CTR.