How to use the Meta Title Tags and Descriptions to help your SEO

by Dean Barker

What is a Meta Title Tag?

The Meta title tag is the 60 character title that users will see on the search engine results page. Title tags are seen on the results pages for the search engine (SERPs) as the clickable headline for a certain outcome. Meta tags allow search engines to recognise, index and boost the ranking of your organic search pages. Some tags such as the title and meta summary also allow users to better understand the content of your page and to increase click rates via the SERP. Title tags are definitely the most relevant meta tags because they can influence your search rankings directly. These are one of the most important SEO factors on the webpage and an absence of one could impact your search rankings significantly. The first 50-60 characters in the title tag would usually appear on Google. If the length of the meta title is under 60 characters, 90% of the titles will be shown correctly.


Why is the Title Tag Important?

The title tag of a web page is intended to describe the contents of a page accurately and concisely. This title appears in different locations on the web, like your web browser tab. Meta title tags help search engines understand the intent of your website and are a first impression for many people.

Research from user experience suggests that people may scan as little as the first two words of a title. Keywords closer to the start of your title tag can greatly influence the search rankings more. Therefore we propose titles with the most individuality of the page, such as brand or product name, should first appear first.

Title tags, including spaces, should be between 50 and 60 characters long. For the placement of your keywords, have the most important keywords at the front of your title tag, with your minor words later.



If you have a strong brand that is popular, it can help to increase your click rate by adding it to your titles. We still usually recommend having your brand at the end of the title, but you may be more focused on cases (e.g. your home page or your page). As mentioned above, Google can also automatically add your brand to your display titles, so be aware of the current appearance of your search results.

In addition to these rules, you can also use a few simple sales and promotional strategies, such as unique Selling Point (USP) positioning and psychological trigger words, to help you construct the best possible title or ideal meta summary.


What is a Meta Description?

The meta description tag is section of up to 160 characters that sums up the content of a web page. Often search engines use these excerpts to let visitors know what a website is before they click on it. Google has said meta descriptions are NOT a signal of rating. However, the definition and quality will affect the clicking rate, so the use of this feature wisely is very critical.

You should include your keywords and phrases here in your meta description. . Make sure that you use your meta description and write it in such a way that searchers click on the result. Even if the keyword you use does not help you with the search rankings in the meta description, it could help to draw search interest. If anyone searches for a specific keyword or expression, search results will appear in bold. You wouldn’t your listing to be the only result without bold search keywords as users are automatically drawn to the bold text.



How to make a good Meta Description

The wording of your Meta Description on the results page should cleverly use the keywords and phrases that are targeted, but still include a persuasive description. The description should be relevant yet unique enough to stand out to the user. You must make them special, make sure they’re not too short or long, use exact keyword phrases in each page, not keyword content, and write to people and not to machines to write down the best page titles and meta descriptions.

Your search results will be your title, your meta-description will be your headline and the URL will be your address. As an important micro-pitch of a webpage is a meta summary, you need to fill it with active language that will make you want to click on the results. Think of your search results in a newspaper or magazine like a typical ad. Classical print advertisements use headlines and taglines in order to persuade a person to call a telephone or visit an address to purchase a product in the shop.

Google has said meta descriptions are NOT a signal of rating. However, again, the definition quality will affect the clicking rate, so the use of this feature wisely is very critical.

Treat the meta description as a website ad and make it as compelling and relevant as possible. This is your website. The description MUST fit the material on this page, but it should also be attractive.

The image below shows a good example of an attractive meta title and description that fit the requirements described above.

‘Best Burgers on the Gold Coast’

For Local specific meta tags, title and descriptions, use the location you wish to target in both the meta title AND description as also shown in the above image, this help greatly with boosting and improving your local SEO ranking as it is targeted and specific, therefore the user is more likely to click on your result over another, even if it is further down the results page.

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