Master Meta Tags for SEO Uplift

If you’ve hit the ground running with your digital marketing efforts, you’ll know just how important SEO is.

Considering 93% of all online experiences begin with a search engine, SEO is critical to the success of any website. When it comes to SEO, you will be researching keywords, link building and producing quality content to increase the authority of your site. Don’t forget about this one thing that doesn’t take much time but can make all the difference.

Enter website meta tags – the foundation of SEO, the bridge between the science of keywords and art of speaking the language of your clients.

Meta tags are precious snippets of information that describe a web page’s content and effectively tell the search engine what that page is all about. Without them, you wouldn’t be able to reach searchers organically. No business can survive without customers, similarly no website can thrive without using SEO meta tags.

A few years ago Google released a study on those ‘’I want to’’ micro-moments. These shape consumer decisions and when it comes to meta tags, it’s important to think about which micro-moment that website page is serving.


Source: Think with Google

In this blogpost we’ll share our practical tips and strategies on how to generate great meta tags, what meta tags to use and also go through some great meta tags examples to help improve your SEO and enhance the overall user experience of your site.

Ready to learn about meta tags and take your site to new heights?

1. First Impressions Count – Meta Tags are Title and Description Tags

Whether you use a wordpress, shopify or a custom-build content management system, the structure of the meta tags or meta description is likely to follow the same route:

  • Title tag
  • Description tag

Here is an example of organic results for the term ‘bitcoin price’ that had seen a massive increase in 2018.

Meta tags examples

Above you can see that some entries have full descriptions and others pick up snippets of content that Google thinks is most relevant to the term.

In some of the instances above, Google has chosen to replace the meta tag with something it felt was more appropriate. It’s obvious then that the meta description has to work both for the end user and the search engine to rank well; simply picking a keyword meta tag based on what you want to rank for will no longer fly with Google.

Whilst the meta tags provide only a small space within which to send a big message, they are your chance to pitch your whole brand, products or services. First impressions count, so working first on both your title and description tags will go a long way to enticing a potential viewer to click on your link.

2. What makes a Winning Title Tag?

A title tag is a powerful thing. Not only is it integral to your SEO, but it’s key to user experience, as after all Google wants to rank content that is helpful and relevant to end users and as such the more relevant the title meta tag to the user, the more chance you have of getting a conversion once they are on your site.

Keep reading if you want to craft a perfect Title Tag

With that in mind, a cracking meta title tag should:

  • Be relevant: a title that’s clear and relevant will make both humans and search engines very happy. Not only will searchers have a good experience of your site, but search engines will optimise your content more..
  • Within character limit: Title tags have a 70-character limit on desktop and 78 on mobile. But don’t have all your cake and eat it. Stick to 60 characters or less. Beyond that point Google begins to cut your text off. Make it short and sweet – this means it’s easier to read and easier for search engines to crawl.
  • Don’t duplicate: Google explicitly states that meta title tags should be different for each page on your site. The moral of the story? Don’t get lazy and start copying/pasting title tags.
  • Attract Clicks: Title tags are integral to SEO, but they also have the important role of attracting searchers to click on your site. Make it informative, positive and compelling.
  • Tell the world why to choose you: Offer searchers a benefit. Something that will entice them to click. Think about what sets your site apart. Take the example below. Putting ‘Free blog post templates’ at the end could have a considerable sway over whether searchers click this link or the one above.


Not forgetting keywords

  • Include Keywords: Search engines use your title tag to figure out what a page is all about. If you don’t include at least one of your keywords in your title tag, how do you expect to rank for it? Link to keyword research blog Be specific. Include long tail keywords and incorporate these into meta tags title.
  • Keyword Placement: Research shows that keywords closer to the beginning of your tag have a greater impact on your ranking, so it’s best to put them towards the beginning, making them perfect meta keywords

meta tags how to

3. Creating Killer Meta Description Tags

The title meta tag could be the first thing to catch the eye of the reader and then it’s the job of the description meta tag to entice searchers further, offering an overview of what to expect from your page.

What meta descriptions should I use, you may ask.

Meta descriptions are hugely important in shaping a visitor’s experience of your site and business. Creating killer copy for your description tag can be the difference between click through or scroll away. We all want higher click through rates, don’t we? After all, increasing your click through rate 2x will increase your conversion rate by a whopping 50%.

Despite not being used in Google’s search algorithm, meta descriptions can in fact impact your on-site SEO. That’s because Google considers user’s behaviour when ranking search results. It looks for how people are actually using your site and also what they do when the hit your site. Did they bounce straight back to Google and go on another site, if so you could lose ranking for that keyword. As user behaviour is affected by user experience, meta descriptions matter. A lot.

So, what constitutes a kick ass meta description tag and what meta description keywords should you use?

  • Length: Going over the 160-character limit will prompt Google to cut your text off. Aim to stick to between 135 – 155 characters.
  • Keywords: Include your top keywords within the meta description. Google often highlights keywords matching the search term in the results, making your site stand out. Here we’ve searched for ‘blog writing:’


    • Call to action: Maybe you want to prompt people to purchase, or perhaps encourage mailing list sign-ups? Whatever it is, include a clear and persuasive call to action. Try starting your description with verbs such as ‘discover’ or ‘learn’ or ‘buy’, and then get down to the specifics.
    • Solution or benefit: Let searchers know what they can expect from your site and why it’s worth their time. Offer a solution to their problem.
    • Relevance: Your meta description has got to be relevant to the content on your web page. This is important. If not, Google may penalise your site. What’s more, stuffing your description with irrelevant keywords or information will lead to increased bounce rates.
    • Compelling content: Make your description legible, easy to read and compelling. Clear and concise content will grab user’s attention. Mistakes and sloppy copy will have the opposite effect.
    • Don’t duplicate: Your meta descriptions should be different for each of your web pages. If not, Google won’t be able to distinguish between them and may penalise you.

Next Steps – upgrade your SEO game with SEO meta tags

We all know how important meta tags are for SEO, but you might have been doing them wrong for years. Neglecting your meta descriptions or overlooking title tags. But, putting in the time and effort to perfect your meta tags will help elevate your business to new levels. Not only improving your SEO but enhancing user experience. Feeling confident? If not why not see what we can do to improve your SEO strategy?

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