HTML elements (e.g., meta title, meta description, meta robots) providing metadata for search engines.
Why a Meta Tag Matters
Meta tags are crucial because they are a direct line of communication between a website and a search engine. While some meta tags have evolved and no longer have a direct impact on rankings, others are more important than ever. A good meta tag can:
- Improve Click-Through Rate (CTR): A compelling meta description can entice a user to click on a link.
- Guide Crawlers: A robots meta tag can tell a search engine’s crawler which pages to crawl and which to ignore.
- Enhance User Experience: A well-optimized set of meta tags can lead to a more prominent listing in search results.
It’s a foundational part of your technical SEO and a crucial element for your website’s overall performance.
Across Different CMS Platforms
The management of a meta tag is a technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their meta tags by using a good SEO plugin like Yoast SEO or Rank Math. These plugins provide a dedicated field for you to write your meta description, and they also provide a character counter to ensure it is within the optimal length.
Shopify
On Shopify, these are essential for your product descriptions and blog posts. You can use the platform’s built-in SEO features to write a meta description that is relevant to a user’s search query and that entices a user to click.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for meta tags. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated meta tag strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your meta tag’s performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use a meta tag will depend on your industry and your goals.
E-commerce
E-commerce sites can use a meta tag to entice a user to click on a product. A meta description that is relevant to a user’s search query and that entices a user to click can significantly boost your CTR.
Local Businesses
Local businesses can use a meta tag to attract local customers. A plumber in Dubai, for example, can use a meta description that mentions “emergency plumbing services in Dubai.”
SaaS Companies
SaaS companies can use it to attract a wide range of customers. A meta description that is relevant to a user’s search query and that entices a user to click can significantly boost your CTR.
Blogs
Blogs are a great way to capitalize on it. A meta description that is relevant to a user’s search query and that entices a user to click can significantly boost your CTR.
Do’s and Don’ts
Do’s
- Do use a clear, compelling summary. The meta description should tell a user what your page is about and why they should care.
- Do use a keyword. A keyword in your meta description can help a user see that your page is relevant to their search.
- Do use a robots meta tag. A robots meta tag can tell a search engine’s crawler which pages to crawl and which to ignore.
Don’ts
- Don’t use keyword stuffing. Dated tactic that can harm your SEO.
- Don’t use too long. A long tag can be truncated in search results.
- Don’t use a generic. That is a copy of your title tag is a missed opportunity.
Common Mistakes to Avoid
- Failing to write a meta description: This is a common and often devastating mistake. A meta description is a direct path to a new customer.
- Using a meta tag that is too long: A long meta tag can be truncated in search results.
- Using a meta tag that is not relevant to your content: This can confuse a user and harm your click-through rate.
FAQs
Is a meta tag a ranking factor?
No, most are not a direct ranking factor. However, they can significantly boost your click-through rate, which can indirectly lead to a rankings boost.
What is the difference between a meta description and a title tag?
A meta description is a summary of a page’s content that appears in search results. A title tag is the title of a page that appears in the browser tab and search results. Both are crucial for SEO, but they serve different purposes.
What is a “robots meta tag”?
A robots meta tag is a tag that tells a search engine’s crawler how to crawl and index a webpage. For example, a noindex tag tells a search engine not to index a page.
Can a search engine use a different meta description than the one I wrote?
Yes. Google can use a different meta description if it believes a different snippet from your page is more relevant to a user’s query.
What is a good length for a meta description?
A good length for a meta description is typically between 150 and 160 characters. Anything above that can be truncated in search results.
