Optimising your meta titles and meta descriptions is absolutely crucial for SEO.
Whilst you can’t see your metadata when you’re looking at your website, it’s probably the first thing that a new customer sees before they see your website. Why? Because Google uses your Meta Title and Meta Description data to build the link to, and description of, your site when you appear on a search engine results page.
Having good metadata not only affects how well you rank but also affects how likely a user is to click on your link (which in turn then affects how you rank in future so… this is pretty important stuff!)
I’ll cover the detail of how best to construct these in the Content section below but, for now, your job is to check two things:
- Check that your website is outputting a meta title and meta description in its HTML.
- Check that you know how to change the meta title and meta description against each page and post in your CMS.
A good CMS will include reports that can tell you which pages have had their metadata set up and which do not.
My advice is to never leave metadata to chance. Don’t trust your CMS to build it for you – make sure you’ve handcrafted your meta titles and meta descriptions.
It’s also important to eliminate duplication in your meta titles and meta descriptions as well – so check if your CMS has tools available that can check for a duplicate.