What is meta data and how to use them.
About Anthony Kelly:
- Anthony Kelly is marketing manager at Penguins Events started tweaking his pages with meta data and saw the traffic grow. The company saw a 500% increase of opportunity conversion!
- Twitter: @EventsMarketer and @PenguinsEvents
What is Meta Data and how to use it to your advantage?
Meta data contextualises your pages with pieces of code. Do your keyword research (we spoke about this in Episode 2 so listen to it if you haven’t already to help you with this) to help you optimise these meta data tags and make the most of them.
Titles and meta descriptions shows up as the snippets and introduction to your web pages via the search results pages on Google and other engines.
- Page Title: Use keywords within these as these become bold if the searcher has used similar wording. Also, something I forgot to mention on the podcast, stick to around 70 character including spaces, otherwise it will be truncated. This isn’t to say however that the title isn’t being understood by Google because there have been tests that show Google can read the alphabet x 3 in a page title.
- Meta Description: Use a call to action to improve the click through rate and hence, traffic to your site. Indirectly this improves your visibility online also because the more people click through to your site via that page, the more Google will rank it higher because it’s an indicator that your content is relevant and useful.
- Headers (H1, H2, H3): Headers may potentially show up in the featured snippet so if you’re hoping to appear in that position 0, test the structure of your content and posts to see whether it helps you. These help you structure your content for your readers, as well as search engines. There should only be one header 1 on your page but you may have more H2s and H3s, especially if you’re creating lists or have sub-topics within the page.
Tools & Plugins for Meta Data:
- Yoast SEO: This plugin seems to come up every episode. It’s a good SEO tool so be sure to get it and this time because it will allow you to input custom page titles and descriptions, rather than have Google pick it out for you.
- Hubspot: built-in B2B host/tool with SEO considerations.
Recent Changes in the Search Engine Results Pages (SERPs)
- Increase of characters shown in the SERPs snippets so meta descriptions can be much longer (300-330 characters.) This helps increase your page share by taking up more space, allows users read more about what they can expect on your site and therefore help improve click through rate and visibility.
- More result options appear under your snippet for alternative Google results but only if you bounce back to Google after looking at a page because it’s usually a sign that you did not find the information or page useful. Example:
Now you know that by tweaking basic meta data you will be able to improve click through rates to your site and improve visibility online. There are some changes happening which you are now aware of (above) and can potentially make use of. So, have fun!
Music credit: I Dunno (Grapes of Wrath Mix) by spinningmerkaba (c) copyright 2017 Licensed under a Creative Commons Attribution (3.0) license. http://dig.ccmixter.org/files/jlbrock44/56346 Ft: Jlang, 4nsic, grapes