Do you want to make your webpage more visible on Google? If the answer to that is “yes” (and very few circumstances under which the answer is “no” spring to mind), then you need to learn all about metadata and how to use it.
If you’ve never heard of metadata, you’re not alone. Metadata is a powerful SEO tool, and if you’ve ever searched for a specific query on Google, then you’ve seen its effects at work. But most people don’t even know it exists until they need its help. Let’s take a closer look at the content creator’s secret weapon.
What exactly is metadata?
In the most basic terms, metadata is data about other data. If you’re still wondering what that means, here’s a concrete example.
When you type your query into Google, you’ll be presented with a list of websites, each with a short description beneath the title. Like this:
This short snippet of text is called a meta description, and it’s a form of metadata. It’s a fast and easy way for you to gauge the content of the website before you decide whether to click on it. And yes, it may look plain and simple – but every word of it counts. These two lines of text contain a number of keywords, chosen especially to lead the searcher directly to our door.
- content writing service
- online businesses
- regular
- unique
- engaging
- written content
- keep your business visible online
These meta descriptions are a standard part of how Google search rankings operate. If you don’t write a meta description yourself, some website builders will automatically generate one for you. Otherwise, Google will simply take a snippet from the top paragraph of your page.
So I don’t actually need to think about metadata?
Technically, no. You could forget all about it, open a fresh packet of custard creams, and just let Google do its thing. But why would you do that when you could put in just a little work to unlock its potential – and still have the delicious biscuits?
Here’s the great secret of metadata. The more efficiently you make those 140–160 characters work, with compelling text and targeted keywords, the more likely people are to take the bait and visit your site. That’s called organic clickthrough. And every time it happens, Google’s algorithm learns that your website is a little bit more important. The result? It gradually moves you up the rankings, getting you closer to that coveted first-page spot.
That’s why learning to write great meta descriptions really pays off. It’s not necessarily intuitive, but if you follow the basic principles, then it’s a lot simpler than it may seem.
How to write meta descriptions
Any songwriter will tell you that the shortest lyrics are the most challenging to write, and it’s the same for meta description text. You’ve got just 140–160 characters to hook your potential customer.
This means that an effective meta description needs to be three things:
- Short (obviously)
- Descriptive
- Keyword-rich
A beautifully phrased two-line description of your whelk-stall management consultancy isn’t going to be much use if it doesn’t mention crucial search terms like “whelk-stall” or “management consultancy”. That’ll make it much harder for visitors interested in mollusc strategy to find your site, and it won’t tell them much about the content, either.
But a simple list of search terms will do nothing to attract visitors, and is more likely to make you look like a spam factory than a legitimate business. The right keywords on their own will do nothing to advance you in the search rankings. To get those organic clickthroughs, you need to write a meta description with human appeal.
Finding that balance can be difficult. Fortunately, there’s a classic copywriting technique that can help you get in the zone.
This one weird trick will transform your metadata game
That’s a purposefully cheesy subheading, in case you’re wondering. In a previous post, we explored fascinations. This is a simple copywriting formula that packs a massive punch. You’ve certainly seen examples around the web:
- Want to slash your golf handicap? Try this simple technique.
- The ultra-cheap feline superfood that will melt your cat’s belly fat.
- You won’t believe what these ten child stars look like now!
So yes, fascinations can be irritatingly cheesy – but, done well, they’re an extremely effective way to generate clickthrough. The key to their success is that they promise the visitor something they want: in the examples above, a better golf game, a thinner cat, and a quick hit of sordid, intrusive and vaguely unsettling celebrity gossip.
That’s why a great meta description doesn’t just include the right words. It teases a desirable outcome. In the case of the WordHound meta description in the screenshot further up, that outcome is a boost for the online visibility of your business.
When you set out to create your meta description, it’s a good idea to write a few of them. Pick the one that works best, and then refine it. That’s another old-school copywriter’s trick. The more material you have, the better your chance of hitting on exactly the right formula.
If that sounds like a whole lot of work, don’t worry! There’s a trick for that, too, and it’s a thoroughly modern one.
Use AI to write your meta descriptions
The fastest and easiest way to create lots of draft meta descriptions is to use AI. You’ll find plenty of platforms online, both free and paid. Here at WordHound, we sometimes use CopyAI when we need to generate raw material for a very specific brief.
Choose your favourite, and then feed it some examples of fascinations (feel free to use the ones in our own blog post, if you like). All you have to do now is set some parameters:
- No more than 155 characters
- UK English (AI always wants to write in US English, so be careful!)
- Include the keyword you want to rank for
The AI should obligingly spit out a whole list of short descriptions. Most of them will be pig crap; some of them will probably shape up very well with a little polish. And who knows? You might just get lucky and be presented with the perfect formula.
Want to find out more? Wondering if your metadata is working for you? Book a content review, and we’ll give you our expert view for free.
