Recently I was having a discussion with a client, and we were discussing his website's SEO. Often when this subject comes up I realize that my clients and those coming to me do not understand the importance of SEO, and their Search Engine Rankings.
This conversation however, made me realize that SEO needs to be discussed and addressed with everyone that comes to me for design and marketing because, what I am realizing is that the average client that comes to me does not understand what it is that they are asking for because they do not understand their own wants or needs.
It's a rare day when I am specifically asked about Metadata, and how to incorporate it into their website and the reason is simply that of a lack of knowledge. We all want more business, we all want more clients, we all want more visibility and higher rankings but, how exactly do you get them?
That answer is quite honestly dependent upon your needs, industry, and budget. And the time it takes is quite honestly based upon the same. While little ole me at EmBeance can get you to the top of the search engines the process and time frame are both dependent upon how cooperative my clients are as well as how bad they've been hit (if at all) by the promises of those West Coast individuals that call making false promises which is exactly what happened to my client that I'm beginning the process of assisting.
Metadata is defined by Merriam-Webster as data that describes other data. While this sounds pretty straight to the point when it comes to your Search Engine Rankings, Metadata causes a wide range of confusion.
Search engines such as Google, Bing, and Yahoo rank web pages based on the relevancy between web content, and the metadata found within the web page being ranked. If the relevance between the web content and the metadata is not high enough your website will not be displayed in the search results.
So, what does a business or blog do when needing to incorporate MetaData into their website?
Hopefully, this article will further put the puzzle pieces together.
How To Incorporate MetaData Into Your Website To Ensure Higher Search Engine Rankings:
Just like with your Title Page, Your Meta Description will show any time that your business or blog is listed in your target audience’s search results. In this section you will want to utilize similar words as is written in your page title or blog title in order to increase your search engine rankings. While they do not need to be identical, they do need to be similar, leaving the wording concise and clear for your readers and the search engine spiders to pick up on.
Due to the fact that search engines no longer rank your website based on keyword tags, keywords that you place in the tag section of your primary page can not be seen on most templates or, platforms. With this said it is still important to conduct keyword research, and write adequate, relevant, and quality content that incorporates those keywords into your web content so that you can keep track of what your website visitors and blog visitors are searching for when they visit your website or, blog.
Processes To Utilize When Conducting Keyword Research For Website Content And Metadata:
Keyword Research Tools:
Optimizing your website for the search engines is easier with keyword tools. Increasing your search engine ranking with keyword research tools that are both paid, and free help you better target your audience and plan your content. While many tools exist and some are very well known the most frequently discussed keyword research tool which is Google’s Keyword Planner is not the best option out there, and quite truthfully leaves a lot of room for your competitors to rank higher than you.
Keyword research is vital to your online business success as it is what either I or, you if you are writing your own content, you should be basing your content off of in order to generate the traffic of your target audience.
Follow The Page Title Rules and Stick To Them:
Page Titles and MetaData Descriptions both have word limits. While many are not aware of word count limits as they write their blog content these limits do exist. Page Titles should be under 65 characters, and MetaData Descriptions or Page Descriptions should remain between 150 – 170 characters. If either of these numbers surpasses the “rules” then only the site title will appear in the rankings when and where it does appear.
Quality Web Content:
Having Quality Website Content or Blog Content increases your chances of getting ranked higher in the search engines. This is done by remaining on topic and including relevant keywords in your content, Page Titles, and MetaData Descriptions. The goal is to attract your reader and keep their attention to compel them to keep reading and take action to call, email, share content or, purchase your product or, service following the call to action set forth on your website once they click through.
All of the common platforms out there whether you choose Squarespace, WordPress, Shopify, Amazon, Etsy, Go Daddy, Wix, Weebly or, Big Cartel make it easy to add these features and update your MetaData effortlessly.
If you'd like to learn more about Metadata and how it affects your SEO stay tuned to the EmBeance Blog, Subscribe To Our Newsletter, and if you're ready to take the leap and fly high in the search engines I'd love to help you with that.
Until next time.