An SEO Copywriter's Guide To Great Meta Tags
What was your dream job as a child? If you wanted to be a writer, you probably fantasized about writing a best-selling novel or a widely-shared blog post. But you almost certainly didn’t say: “I want to write great meta tags.”
While not a glamorous skill, writing meta tags for SEO is an essential part of the web copywriter’s craft. In this blog, we’re going to teach you some of Chichester Copywriter's golden rules for writing Google-friendly meta tags – namely meta titles and meta descriptions – that will satisfy your readers as well as search engines.
Why are meta tags important?
Let’s start with the three main benefits of meta tags:
- Reaching a wider audience – A web page's meta title can directly impact its search engine ranking. This means writing your meta titles with one eye on Google’s SEO algorithms; after all, search engines are the gatekeepers to most online content. If, like us, you want your blog posts and landing pages to be read by as many interested people as possible, don't ignore your meta titles.
- Targeting the customer – SEO techniques allow you to reach targeted audiences quickly and effectively. If you’re promoting a service – say, professional copywriting in West Sussex – your meta titles should include keywords that people are using to search for this exact service. Likewise, if your site is aimed at a specific audience – say, teenagers who listen to hip-hop – then a meta description that speaks their language will earn a higher click rate.
- Increasing traffic from social media – Meta titles and meta descriptions are important from a social media perspective, too. Whenever your page is shared on social media (or via a messaging app), the first things people see are your meta tags, often with an accompanying image thumbnail. A few well-chosen words go a long way to making your brand appear authoritative and relevant.
Now that you know the advantages of meta tags, let's look at the nuts and bolts of how they actually work.
How do meta tags work?
In short, meta tags are HTML elements that tell search engines and readers what your specific web page is about. From Google’s end, they allow your page to be categorized, ranked, and searched for more easily. From a reader's perspective, meta tags serve as your website’s “shop window” on SERPs (Search Engine Results Pages) and shared social links, enticing users to click through to your site.
Most content management systems offer a simple way to input meta tags on each page without having to write any code. At Chichester Copywriter, our preferred tool is Yoast’s SEO plugin for WordPress, but there are plenty of good alternatives.
What are meta titles, and why do they matter?
A meta title is an HTML element that appears as the clickable headline on a search results page. The title should accurately summarize the content of your web page in no more than 60 characters.
As any copywriter knows, the first few lines of text are crucial to "hooking" a reader's interest. The same rule applies on a Google search page: If your writing doesn’t pop, or the information isn’t directly relevant, your audience will simply scroll away. That’s why nailing meta titles can significantly increase click-throughs to your site.
How do you write a good meta title?
There's no scientific formula for writing successful meta titles. But you should at the very least meet these three golden rules:
- 50-60 characters long
- Includes the page keyword in the first few words
- Accurately describes the content within
The final point may seem obvious, but we can’t overstate it enough. Meta title accuracy not only helps Google place your page in front of the desired audience, but sets the reader's expectations for the content. If a reader clicks on your meta title while searching for a specific service or a piece of information, they’re more likely to be converted into customers if their expectations are met. On the other hand, if the content doesn’t accurately reflect the title, readers will feel misled and disappointed. (Hello, high bounce rates.)
Character length is also important. For meta titles the optimum is 50 characters, but anything up to 60 is acceptable. Any extra and Google will clip off the end of your meta title, potentially hiding the full context of what the web page is about.
It’s also good practice to put your keywords at the start of the meta title. This is because search engines judge the first few words as the most important for SEO relevance. For example, if your keyword phrase is “Hampshire hotel deals” then put this exact phrase at/near the start:
Hampshire hotel deals and special offers | PriceBuster.com
This phrasing is more likely to reach people searching for the same keyphrase than…
Treat yourself to Hampshire hotel deals | PriceBuster.com
By sticking to these simple rules, Chichester Copywriter has seen a marked increase in SEO performance across a range of websites for different clients. It’s why we give special care to writing each meta title to ensure that not a single character goes to waste.
What are meta descriptions, and why do they matter?
A meta description is a short summary of a web page's content, using up to 155 characters. It appears directly below the meta title in SERPs and is a key part of your “shop window” to entice readers to click through to your site.
While meta descriptions do not affect web search rankings, they are not entirely overlooked by Google. You’ve probably noticed how keywords and keyphrases often appear in bold within the meta description. Search engines also look at a page’s CTR (click-through-rate) as a ranking factor; this metric can obviously be boosted by a good meta description that compels more readers to click.
How do you write a good meta description?
A good meta description should follow these rules:
- No more than 155 characters long
- Reflects the personality of your brand or website
- Summarizes what your page is about
Here’s where your skill as a writer comes in. Meta descriptions give you a chance to hook readers using a dazzling turn of phrase or a short, punchy piece of prose. And short it must be – anything longer than 155-160 characters may be chopped off by Google. It therefore makes sense to keep within the limits so that your carefully written description is fully visible.
Although not essential, it can be wise to also include the target keyword phrase. If a reader has typed, say, “how to plant tulips” into the search bar, they’re much more likely to click on the following:
Learn how to plant tulips with our quick and easy guide to growing these beautiful flowers. Featuring tulip planting videos and expert tips for your garden.
Than a description that reads more like an opening paragraph:
Spring time is almost upon us, which means it’s time to plant your tulips! Here’s a few golden rules you should stick to, as our tulip planting guide explains.
As with on-page copy, brand personality matters. Use your creativity to tap into the brand’s tone of voice in the meta description. If the desired tone is quirky and light-hearted, don’t be afraid to let this come through in your meta tags. Likewise, if the content is more formal and matter-of-fact, try to reflect this in the description.
Remember: with meta tags, copywriters should aim to give an accurate representation of your page. This includes projecting the brand tone of voice onto SERPs. Just as a snap video advert tries to capture a brand’s essence in five seconds, your 155-word meta description should do something similar.
Need a professional copywriter to write your meta tags?
Chichester Copywriter can take care of all your SEO needs, including meta tags, to help grow your audience organically. Our clients range from arts festivals and museums to architecture firms and skincare specialists – all of whom rely on well-crafted meta tags to attract new customers online. Contact Katy to find out more about our SEO copywriting services and see how your brand can grow through the power of words.
