Meta tags provide search engines with little nuggets of information that help them figure out what your page is all about. Beyond this, well-thought-out copy within your meta tags can boost user experience and accessibility. Win-Win!

But what are meta tags?

Meta tags are small chunks of text that are added to your website’s source code. Historically, this text was mostly hidden in the background and only accessible to web developers who had the expertise to add the content directly into the code.

However, with new content management systems (CMS) that provide an enhanced user experience and simplify adding website content, you can usually enter meta information straight into the CMS. If you have access to edit your website, take a look and see if you can add elements such as “Page Title” and “Meta Description”.

Writing a Great Page Title Tag

Meta titles appear in search engine results pages (SERP) and your browser tab when you open the webpage.

This text is usually the first thing the searcher’s eyes will be drawn to in the SERP, so it makes sense to make your page title informative and intriguing. In addition, since the user is viewing the SERP after entering a specific search term, it also makes sense to include your target keywords within your title. That way, they know what you’re offering is exactly what they’re looking for.

Google will shorten page titles that are over 60 characters, so it’s a safe bet to aim for no more than 55 characters. In this limited amount of characters, you’ll want to include your target keyword (e.g. copywriting services), your location (e.g. Aberdeen) and your brand name (e.g. Freshly Ground Copy).

Now, let’s back up your title by letting people know a little more about what you do in your meta description. 

Converting with Meta Descriptions 

Your meta description is a small amount of text that appears in the SERP underneath your page title.

It’s your opportunity to share more information and entice the reader to click through to your website. Think of it as your (heavily truncated) elevator pitch.

Comprising around 150 characters, your meta description should give the searcher a reason to pick your search result over your competitors. So, it would help if you reassure them that you’re offering what they’re looking for and tell them what makes your company unique. Make it about them and their needs - now is not the time for a company history or stating your brand values!

And though you may think you need to shoe-horn in as many keywords as possible, you don’t need to worry. Meta descriptions do not contribute to Google rankings and instead should be thought of as small adverts that entice people to click. However, if people click on your page because they find your meta description compelling, that will help your ranking anyway.

Long story short, back up what you’ve said in your page title and give people a reason to find out more.

A Small Note on Meta Information 

Okay, now you have your carefully honed page title and meta description. Good.

Except…

It’s worth bearing in mind that Google can sometimes think that it knows better and will rewrite your title tag or meta description to what they consider better suits the content of the page.

But, no need to panic. Google algorithms get more sophisticated by the day. So chances are if they rewrite it, it’s probably in your best interest.

Image Alt Text

A picture is worth a thousand words. But how about when you can’t see that picture?

Think of alt text as if you’re going through a slideshow of your latest holiday images with a friend. You wouldn’t just show the pictures; you’d describe what’s happening in the photo - “That’s us at the Trevi Fountain”, for example.

Alt text comes in particularly handy for people with sight issues who use software to tell them what is on the screen. Google also can’t “see” your images (though it’s getting better). So, by clearly describing what’s in the picture, you’re helping enhance your site’s accessibility and giving search engines even more information about what’s on the page.

Though adding keywords is ideal, these should not be added in for the sake of it. For example, if you’re a tree surgeon, you might have a picture of a mature willow tree. That doesn’t mean your alt text becomes “a mature willow tree that could potentially benefit from being worked on by a tree surgeon”. However, if it’s a picture of you working, “tree surgeon cutting branches with a chainsaw” would be well suited.

And before you even upload an image to add alt text to, make sure your file name is descriptive too. For example, treesurgeon.jpg is much better than 12345_a.jpg!

If you’d like to learn more about me, including how I can help you with website copywriting, visit my services page.