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Despite Google continually updating its search engine algorithm, metadata is one of the basic yet key elements that are subject to optimization during the SEO process. However, it is not infrequently forgotten or downplayed.
What is metadata?
Metadata is, in the most general terms, information used to describe a specific or specific set of data. If you want to talk about metadata in SEO, you should talk about metatags, which should be referred to as fragments in the code of a page.
In SEO, we can distinguish several types of metatags. Among the main ones are meta titles and meta description descriptions. In the past, for example, keyword tags were also used, but given Google’s latest guidelines, this is not a welcome solution.
Meta title
Meta title descriptions are a key part of a website’s SEO process. Properly constructed meta-title descriptions are largely responsible for positioning the phrase of interest in the organic search results and act as an incentive to click precisely on our result. Consequently, they have a significant impact on the CTR, i.e., the ratio of clicks to impressions of a given search result.
Wanting to prepare the meta title description properly, we must keep in mind several important points:
- the meta title description should contain the key phrase
- should correspond to the theme of the bookmark it describes
- should be unique
- should not be longer than 70 zzs*
Regarding the number of characters with spaces that the meta title description should consist of, you need to know that it’s all about pixels, and there should be no more than 512 of them. And it’s all about pixels because we use different-sized screens daily, which display metadata inconsistently, and we should care that an Internet user, no matter what device he or she is using, should be able to read the said description easily. The number of characters with spaces covering 60 to 70 zzs is contractual, making it easier for SEO specialists or copywriters not to exceed the indicated pixel size.
Additionally, I will add from experience that exceeding the indicated size and creating a meta title description exceeding the indicated size will not contribute to the fact that Google’s robots will not read the said description; they will deal with it, only Internet users will not read the full content contained in the <title> tag.
Meta description
Meta description descriptions are the content displayed below meta title descriptions in organic search results. Unlike meta title descriptions, meta description descriptions do not affect the position of the phrase of interest in organic search results. Their main purpose is encouraging the Internet user to click on our results. Consequently, they are largely responsible for the CTR.
When creating a meta description, preparing a text of 120 to 155 characters with spaces is advisable.
What happens when our site doesn’t have meta titles and meta descriptions?
According to what we pointed out above, the mentioned metadata descriptions are important from an SEO point of view. A lack of prepared and implemented descriptions will cause Google to pull some of the content from a given tab into the description. Consequently, our description may turn out to be suboptimal and thus not fully encourage people to go to our site. Therefore, it is worth having SEO-optimized metadata descriptions on the site, which will take care of the high position of our phrases and a satisfactory CTR.
Contact us if you want to appear in organic search results in local or nationwide positioning.
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