Think of metadata copy as the digital billboard in search engines like Google, Bing, and Yahoo.
It’s that sprinkle of copywriting finesse that catches the eye of an internet viewer and gets them to click your link. It’s one key to hooking them into reading your page.
What you might not know is that the ability to write basic metadata for a page can be an in-demand skill.
Recently, an ad agency asked me that very question: “Can you write basic metadata?”
I did my homework, said “yes,” and prepared samples.
Now they pay me to fill a crucial gap.
And I’m about to spill the tea on how you can offer this service, too…
1. It All Starts With Keywords
Put simply, keywords are the exact words or phrases people type into search engines when they’re looking for something specific.
But, there’s more to it than that.
A primary keyword is the basic topic of your post. These are sometimes called short-tail keywords. They’re usually just a word or two. They also tend to be highly competitive and fairly broad in nature.
Then there are long-tail keywords. These are more specific phrases used by searchers to zero in on what they really want. They’re often three to five words long and much more descriptive. They’re also less competitive to rank for.
For example…
Let’s say you’re a catalog writer, writing a page selling door knobs. Specifically, black door knobs from the local Lowes store.
If you put the generic primary keyword, door knobs, into the search engine, you get a result like this:
This top-ranked search result leaves the viewer with a lot more searching to do.
But, if the searcher adds a descriptive word like “black,” the top-ranked result gets the reader closer to what they’re actually looking for.
For example…
And, if they narrow their search even further and use black door knobs at Lowes, the viewer is more likely to find exactly what they’re looking for.
For example…
You, as the writer, need to make sure the page you’re writing will get seen by the searcher. And you do that by understanding the long-tail term searchers are most likely to use.
When you tailor your keywords to answer a specific question, you’ll get more traffic and make more sales.
If your client needs a list of keywords from you, there are free tools like Ubersuggest that can provide suggestions and help you see how people are searching for specific topics.
But, finding the best keywords for a page is just the first step. To help search engines return your page when a reader is looking for it, you have to know how to use the keywords.
As you read this post, you’ll learn more about keyword placement.
2. Writing a Strong Title Tag
Title tags, also known as title elements or SEO titles, carry significant weight when it comes to page ranking.
They’re your chance to make a strong first impression on search engines and viewers alike, succinctly conveying the message of your page.
The page title is often similar or identical to the headline of your webpage, but it doesn’t have to be. The title tag is what appears on the Search Engine Results page, while the headline appears at the top of the page itself.
How to write a page title
- Use the exact long-tail keyword, preferably at the start of your title tag, to make it clear to users and search engine algorithms what your content is about. (Remember your copy training and opt for readability over keyword placement.)
- Keep the character count within 60 to avoid unattractive truncated title tags that lead to fewer clicks.
- Include the name of your company at the end of the title tag, if there’s room.
- Also, space allowing, add the location for local businesses to target your audience.
While there’s no guarantee your carefully crafted title tag will land you a spot in Google’s top 10 organic result, following ALL the guidelines increases your chances (a lot!).
For example…
This physical therapy practice is the top-ranked search for physical therapy in Jacksonville, Florida. The title tag itself is “JOI Physical Therapy in Jacksonville FL”
The business name is upfront (for readability), with the service and location. That’s it! An excellent, clear title tag for a business’s homepage.
3. Crafting a Compelling Meta Description
A meta description is the summary that appears below the title tag in search engine results. Although it doesn’t directly impact SEO ranking, a well-crafted meta description can significantly improve click-through rates.
How to write a meta description
- Use the target keyword, or a close variation, preferably near the start, prioritizing readability.
- Add keyword variations or synonyms, if they fit naturally.
- Clearly state what your viewer will find when they click the link and read the page.
- Keep the meta description within the character count limit of 150 to 160. Try a free tool like Higher Visibility to make sure your description fits.
- Add the location for local businesses to target your audience.
For example…
We’ve already looked at the title tag.
The meta description follows. And, while it’s truncated (which means they wrote a too-long tag), what does display is clear about what the site offers and its location. It also invites the reader to learn more in a compelling way.
Both the title tag and the meta description include the primary keyword physical therapy and the location. Plus, the description includes secondary keywords — occupational therapy and rehabilitation services.
One more example…
We can see who the business is, the city, and the primary keyword, digital marketing agency, bolded.
Also, the agency has included a description of what they offer, which is rich in secondary keywords (SEO, PPC, etc.).
4. Placing Keywords in Headers
Headers, also known as H1, H2, and H3 tags, act as guideposts for readers and search engines to navigate your content easily.
How to write headers
- Include the primary keyword in the H1 tag — ideally near the start. Add secondary keywords, if they fit naturally.
- Add a secondary keyword to H2 and H3 tags, ensuring they tie in with the subject of the section.
- Use sound copywriting techniques for all headers to keep your reader engaged and scrolling down the page.
Remember, a well-structured page with thoughtfully used H1, H2, and H3 tags is user-friendly… and search-engine friendly!
For example…
The Copyblogger website has achieved a high ranking for the primary keyword, content marketing for a page dedicated to that topic. It’s designed as an ultimate guide and drives sales to their online courses.
For its H1, the primary headline, it uses: Content Marketing: A Modern Guide
Next, the primary keyword is phrased as a common question, implying an answer will follow. That question is used as an H2, appearing on the page as a subhead: What is content marketing?
Then a secondary keyword, content marketing strategy is included is supporting subhead, and the text that follows introduces the idea of effective content writing. The subhead, in this case an H3 header is, Creating a content marketing strategy.
Using this type of structure along with thoughtful placement of keywords can help your page rank better and also makes your page more useful for visitors.
5. Writing Helpful Alt Tags
Alt tags are written descriptions of images on a website. Originally designed to improve the user experience of the visually impaired, alt tags now also help the search engine “bots” understand the content of images.
How to write an alt tag
- Add alt tags to images that are relevant to the content of the page. (Don’t write alt tags for decorative images, as it will confuse the search engines about the page’s purpose.)
- Write informative and accurate descriptions — someone unable to see the image should understand its basic content.
- Use a keyword, if it fits naturally.
For example…
The alt tag for this image could be “Scared tricolored Aussie shepherd face, closeup with tongue out, ears back and sad eyes.”
This descriptive alt tag includes the keyword, tricolored Aussie shepherd.
Including Metadata As a Service to Clients
As you can see, writing metadata isn’t off-limits for everyday copywriters, just because it involves “data.”
This is the simple template I complete to submit metadata:
So, take a scroll through the search engines today and find a site that needs help. Create a sample or two in your niche, give your clients more value, and increase your bottom line!
