How To Write Meta Data

by Cameron Murison


What is Meta Data and why is it important? 

Meta data is the text used to describe your webpage and is seen on search engine results pages when someone looks for you. It’s made up of two key parts that we’ll look at. These are Meta Titles and Meta Descriptions. Metadata is important for SEO rankings, however, it’s not a direct ranking factor that is used in search engine algorithms. Once optimised, your meta data will help increase your click-through rate, and Google uses this to determine the quality of your site, and in turn, how highly they rank you. That’s why it is important for your meta data to be fully optimised to help improve your organic ranking.  


Meta Titles 

Meta Titles are short bits of text that specify the title of your webpage. With meta titles, make sure to include a keyword close to the beginning of the title, then also make sure to include your website name as this will help with branding. Remember to write your title for people before search engines! Whilst it’s wise to include relevant keywords, avoid spamming keywords into your text, as this can be off-putting and actually reduce CTR. Also, your meta titles should be between 50-60 characters. It can be tricky working with limited space, but just make sure to include an concise description of the page, relevant keywords, engaging adjectives and your company name. 

Meta Descriptions 

Your meta description is a snippet of text that summarises the content of the web page in a clear and concise manner. You should include a call to action to help improve your click-through rate and encouraging conversions, and just like with meta titles, you want to include keywords but don’t stuff your content full of them. Include a few relevant keywords that fit in with the tone of the text so that they’re still enjoyable and informative for readers. You also want to make sure that all the text used is unique. The originality will help users differentiate your webpages and will assist search engine bots with crawling, indexing and ranking. You should aim for your meta descriptions to be 150-160 characters long.

Remember that if you don’t write your own meta data, Google will take information from the page it thinks is relevant and then list that as your metadata. 


These are some easy ways to improve your metadata and improve your SEO. If you want to go into further detail about ways to improve your meta data, SEO, or just your overall digital marketing, then get in touch with us today. We have a team of digital marketing experts who’d be happy to help with any problems you might have. You can contact us by clicking here