Often woefully neglected, the metadata is arguably the most important piece of information for any website page. A quick look at what a customer sees when they search for a product and service on the Internet explains why. The search engine results page (SERP) presents them with a list of clickable titles for an array of relevant website pages and longer descriptions of the content to be found on them. If the meta title and meta description do not do their job properly, then you run the risk of your customers clicking elsewhere. The content on your website’s landing pages might be fantastic, but what good is this if the information that is supposed to direct customers to it fails to do so.
Meta titles should be unique and specific to each and every page. They are the first thing that your customers will
read so they need to tell them what you do and give them a reason to click through to your website. According to Moz,
Google typically displays the first 50-60 characters of a title tag, so make sure yours does not exceed this.
The keyword for a page, also known as the h1 tag, should appear as a header and within the body of the content you write.
You can further optimise your page by including the keyword in the page’s URL and adding it as an Alt tag to any image
on the page.