How to Optimise Your Small Businesses Metadata

Blog > How to Optimise Your Small Businesses Metadata

Posted By Create

Tags: marketing, SEO

Google and other search engines have hundreds of signals that they use to determine a sites relevance in any given users search query, one of these is known as metadata. 

Metadata is not visible on the page to the user itself, but it is what's displayed in the search engine results pages as you can see below.

tea search engine results to demonstrate meta data appearance

How to Optimise the Meta Title

The blue section is where the 'meta title' appears and the text underneath the green page URL, is the 'meta description'. Whilst there are many divisive opinions around the impact of having a well-optimised meta description, it is widely acknowledged that the meta title of a page is one of the most authoritative ranking signals that Google uses. 

From the example above you can see that these companies have all opted for differing meta title formats. It is important to remember that not only do you want to make it clear to a user what the page is about, you want to make it unambiguous and attractive to the user so that the number of people clicking through to your result is much higher than any of your competitors as this will improve, or cement a high ranking position. 

As a small business, it is likely that you will be competing against much larger brands that may have more authority than you in a number of different ways. You do have the advantage of being niche and flexible in your meta title composition, so make sure you play to your businesses strengths and clarify what makes you unique.

Keep in mind that this isn't just used in the search engine results pages, it's also used as:

  • The Title of the bookmark on a user's browser, should a user bookmark your site to return later
  • The Title in the browser when viewing the page
  • The Title of the post if this page is “shared” via social media

Meta Title Format Tip:

As a rough guideline following the structure of 'PRODUCT OR PAGE DESCRIPTION' |/- 'BRAND NAME' will enable potential customers and Google to clearly see what the page is about and enable you to distinguish yourself by your brand name, which is a great form of promotion!

Bonus Tip:

Remember to make sure your meta title is 67 characters or less so that you avoid having ellipses at the end of the post, as this has been shown to reduce click-through-rate.

How to Optimise the Meta Description

When writing this, think of it as a mini advert for that particular page. 90% of the time, the only place this is going to be seen is on search engine listing pages, so you've got about 160 characters to wow the visitor into clicking through to your site.

Quite often a  lot of SEO tools will alert you as to whether you have duplicate meta descriptions, so it is sensible to assume that this is a disadvantage if you decide to adopt this tactic. Having unique and succinct meta descriptions are likely to help increase the number of people clicking through to your website and including relevant descriptive keywords will again indicate to Google what the page is about.

In Summary

Do not forget about these important signals to Google, you can edit them in Create easily on a page-by-page basis, take a look at our comprehensive guide on how to do this for Create customers.


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