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What is Metadata?

Information about a webpage (title, description, author, etc.) embedded in HTML.+

Why Metadata Matters

Metadata is crucial because it’s a direct line of communication between a website and a search engine. While some meta tags no longer have a direct impact on rankings, others are more important than ever. Metadata helps:

  • Guide Crawlers: Meta tags, like the robots meta tag, can tell a search engine’s crawler which pages to crawl and which to ignore.
  • Boost CTR: A compelling meta description can entice a user to click on a link, which can lead to a higher click-through rate (CTR).
  • Improve User Experience: A well-optimized set of metadata can lead to a more prominent listing in search results, helping users find what they need.

Across Different CMS Platforms

The management of metadata is a technical SEO strategy that can be applied to any CMS.

WordPress

WordPress users can easily manage their metadata with a good SEO plugin like Yoast SEO or Rank Math. These plugins provide dedicated fields for you to write your meta title and meta description, and they also provide a character counter to ensure the text is within the optimal length.

Shopify

On Shopify, metadata is 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 your metadata. 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. You can use it to create a perfectly structured page with optimized metadata 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 metadata’s performance and provides your content creators with data-driven insights.

Across Different Industries

The way you use metadata will depend on your industry and goals.

E-commerce

E-commerce sites can use metadata 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 metadata 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 metadata 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 metadata. 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 of Metadata

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. This can tell a search engine’s crawler which pages to crawl and which to ignore.

Don’ts

  • Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
  • Don’t use metadata that is too long. A long meta tag can be truncated in search results.
  • Don’t use a generic meta tag. A meta tag 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

Are all meta tags important for SEO?

No, not all meta tags are important for SEO. While the title tag and meta description are crucial, a tag like the meta keywords tag has been obsolete for years.

What is the difference between metadata and structured data?

Metadata provides general information about a page. Structured data, like JSON-LD, provides specific, machine-readable details about entities on the page (e.g., a product’s price or a review’s star rating).

How can I test my website’s metadata?

You can test your website’s metadata by using a tool like Google Search Console or a third-party SEO tool that provides a meta tag analysis. These tools can help you identify any errors or issues.

Does a meta tag affect a page’s ranking?

A meta title is a direct ranking factor. A meta description is not, but it can significantly boost your click-through rate, which can indirectly lead to a rankings boost.

What is a “robots meta tag”?

A robots meta tag is a meta 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.

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