Each page of a website, in addition to the content that visitors see, carries (behind the scenes) and identity data, which search engines use to record and categorize the site. For this very reason, SEO METADATA should be taken very seriously and documented with great care.
In practice, this important information is completely absent from 19% of the websites in use, while 38% of the websites use the exact same description on all internal pages (eg the company name).
What are the consequences of ignoring SEO Metadata
The main problem that arises is the inability of search engines to perceive our content and rank us, thus ignoring us. It would be a shame to pay for advertising (adwords) because we do not have traffic due to negligence, right?
The second major problem concerns the response of the searching public: Even if some (unidentified) pages of our site appear in the results of the engines, they will not be persuaded to accept clicks.
We will mention only two types of METADATA (although there are more), because these types are highly related to the performance of the site (traffic) and are the following:
This item presents the summary of the content of the specific page, through a text line of 30 to 60 characters.
What the Title does, so does the Description, but with a little more text. This is an extremely short summary of the page with a text of 120 to 180 words.
It is a fact that the user will scrutinize these 10 results and choose some (not all), the ones that convince him the most.
Rules for completing SEO Metadata correctly
Listed below are the basic rules that ensure good positions in search engine results, always in relation to the competition.
Proper completion of SEO Metadata is not the only requirement for traffic, but one of the prerequisites.
Here’s what you need to do to increase traffic.
Length Meta Title, Description
Both the Title and the Description are a summary of a single page. The Title must be 30 to 64 characters long and the Description 100 to 180 characters long (space is counted as a character).
The text we will use should briefly describe the specific page and in fact be friendly to the public and not difficult to understand. For example, since on the “our company” page we talk about the company (history, goals, headquarters, stores, etc.), this is exactly what we will mention in “Title” & “Description”.
If on this page we mention products (eg mobile phones – batteries – printers, etc.), we will be off topic.
Remember that visitors, reading our descriptions, will be motivated or not to visit us!
The Title and Description that we fill in each time, describes a specific page. We check every time if what we wrote is really the summary of the page.
When completing, make sure to include keywords. The text should be natural and descriptive and should not be a dry keyword reference only! Exaggerations are punished with exclusion! The keywords are best placed at the beginning of the sentence.
Each page has its own unique Title and its own unique Description. It is forbidden to have the same Title or the same Description, on more than one page. That is, if our site has 46 pages, we must describe 46 Titles & 46 Descriptions.