Metadata for Manufacturers: How to Write Metadata to Drive Search Results

Before I started my role in digital marketing, metadata was a term I wasn’t too familiar with. By definition, metadata is a set of data that describes and gives information about other data. In relation to digital marketing, metadata is just that – information about a website. Metadata for search engine optimization holds more power than most realize; have you ever heard of the phrase, “the dollars are in the details”? Well, metadata is your SEO gold mine.

If you are beginning your digital marketing journey and are new to SEO (Search Engine Optimization), one of the key ways that marketers achieve optimal audience reach is through organized metadata. The presence of metadata in digital marketing is crucial in displaying your website’s content by making it more searchable on the web, therefore increasing your site’s online discoverability and getting in front of more potential customers. 

So, how can you as a manufacturer use metadata to maximize your marketing efforts? We’ll break it down for you.

Manufacturer’s Guide to Writing Metadata

Writing effective metadata is one of the easiest places to start when it comes to improving your site’s rankings in search engine results through SEO. Well-written metadata gives search engines information about your content, and if done correctly, your pages will be shown to users searching for the most relevant queries. Metadata consists of a title and description, both of which should possess the targeted keywords chosen for the corresponding webpage. 

Reminder: A keyword is the word and/or phrase that users enter into search engines. They should ultimately be the ideas/topics that define what your content is about.

Meta Title

A meta title also referred to as a title tag, is the text displayed on a search engine result page (SERP) and browser tabs which specify the main title and topic of a webpage. Meta titles help search engines match your content to search queries, and ultimately help users decide if the webpage is relevant to their query.

Meta Description

A meta description gives information about your page that appears in the search engine results. It is located below the title tag/URL of your page and should be a snippet of information that summarises the content of your webpage and influences whether a user clicks. Creating a compelling description is crucial, and like the meta title, keywords should be included.

Best Practices to Write Effective Metadata

Keep It Concise & Include Keyword Focus

• Search engines limit how much text is displayed, so the meta title length should be between 50–60 characters long. Keep it short and sweet! Include your targeted keyword close to the beginning of the title and end the title with your website name.
• Meta descriptions should remain within 150-160 characters. Make sure to use this space to get your message across, using correct verbiage to speak to your audience. It’s also recommended to include your focus keyword or other variations of it in your meta description. If a user’s search keyword matches part of the text in the meta description, it is more likely you will show up as a result.

Include a Call-to-Action

Use metadata as an opportunity to sell your content to the user and encourage them to click your link over other search results. Incorporate an enticing call-to-action in your meta description to drive traffic and leads. Make it actionable!

Some Call-to-Actions Top Floor Recommends: 

• Learn More
• Get a Free Quote
• Ready to Ship
• Available Now

Match the Content to the Page

Don’t try and trick users to click on your search result. Misleading descriptions will increase bounce rate, lower people’s trust in your company, and search engines will penalize you. Just keep the meta title and description relevant to your page content and you’ll be good to go!

Keep It Unique

Creating original meta titles and descriptions is important for user experience and distinguishing each unique page. Start with the high-priority pages and work your way through. If you are short on time, it is actually better to leave descriptions blank rather than duplicate content.

Wrapping It Up

Metadata plays an integral role in making your website searchable. The information it gives helps build the connection between your brand and its audience. If you want to get the most bang for your buck, it’s vital to pay attention to the details that make up the metadata. Remember, keep it concise, include your keyword focus and a call-to-action, match the content to the page, and make them unique. At the end of the day, make sure you’re writing your titles for humans, not search engines! If you’d like more information on how Top Floor can help with your digital marketing efforts, contact us today.