inbound marketing, meta data, meta description, title tag

The Importance of Meta Data to Attracting Organic Traffic via Inbound Marketing

What is Meta Data?

This post discusses one technical aspect of SEO, which is important to the success of your Inbound Marketing efforts.

Meta means “about” so meta data is data about data. Within the context of SEO, meta data means two things:

  1. The title tag
  2. The meta description

These are relevant as they appear in the SERP (Search Engine Result Page). Please see the image for this blog post.

Why SEO Meta Data Matters

One recurring theme in all of Inbound Marketing is you write for people, and format for search engine robots. When it comes to Meta Data, the title tags are extremely important to SEO, while the meta descriptions provide very little SEO benefit.

That being the case, why are they so important?

Because your meta description exists primarily to encourage the person looking at the SERP to pick your website.

To maximum click through, it needs to say something along the lines of “Pick me”.

Exactly how you do this varies, but think of it as a combination headline, tease, and call to action.

Headline

You have no more than 140 characters, so what you say must be concise.

Tease

By implying good stuff is available to people who select your page, more people will select your page.

Call to Action

Do not be timid about telling people to “Click here now” within your meta description.

Where You Set Meta Data

Within a WordPress website you install an SEO plugin. I’m not showing a screen shot of this as different people use different plugins.

However each of them has a place to enter both the title tag and the meta description.

The only caveat is Google does not guarantee to use the meta description you’ve entered. They reserve the right to pick other words and phrases from within the webpage. However setting the meta description to what you want greatly increases the odds of it appearing exactly how you want.

Learn More…

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