Metadata refers to the information that describes other data, and it plays a crucial role in various contexts. In the case of search results on platforms like Google, metadata is essential for providing users with a glimpse of the content behind the link. The title of the search result appears as a large, blue, clickable link, while the meta description offers a brief summary beneath it. These elements serve as an opportunity to engage and persuade readers to choose your website. They also serve as valuable spaces to incorporate your most relevant keywords.
Search engines, including Google, understand the limited space available for each page’s meta title and description. By strategically including high-quality keywords in these areas, you can signal to search engines the main focus of your content (see keyword research). It’s important to note that when optimizing metadata, it’s also essential to consider the preferences of your users’ device category. For instance, metadata for mobile devices needs to be shorter, which presents a challenge when determining the most impactful information to convey.