Advantages of meta tags
Metadata tags, often known as meta tags, are used to describe your website or page. They provide information to Google bots, who daily browse through millions or perhaps billions of webpages. These bots make decisions about how relevant your website is to internet searchers' needs. Meta tags are important factors in the ranking of webpages on various search engines, which offers various benefits.
Metadata offers relevance.
Search engines may see how relevant your page is to a user's query by looking at its meta tags. Depending on the authority of the page, the search engine may provide the page on its results page since the meta title tag information suggests that the page is relevant to the user. The results will rise if the meta description tag and title utilised speaks directly to the user's search terms.
They improve your website without causing chaos.
Meta descriptions have no bearing on the actual, visible content of your website. As a result, they don't occupy space that could be utilised to promote social interaction, offer goods or services, or display ideas. Additionally, it means that your readers won't have to sift through the meta tags to locate the information they're looking for.
They are easily put into practise.
As there are no keywords for meta tags, there is no requirement for keyword research and strategy with ongoing adjustments to your search engine optimization. Because of this, you won't have to spend hours conducting keyword research to choose the "perfect" keywords to include in your meta tags.
They enable you to better monitor your stats.
By ensuring that all visitors to your website are genuine and that the people who are seeking for your information discover it, you may lower your bounce rate and boost the authority of your website. You want all of the data in your Google Analytics to be legitimate and true when you look at it. You may improve your content in this way and build a website that attracts visitors that are good for your company. Without using meta tags, you lose the chance to explain to visitors (and search engines) exactly what is on your website before they click on it and then leave it.
(Murray Dare, 2019)
Disadvantages of meta tags
The following are typical meta description problems that if not properly monitored can cause issues while using meta tags.
Minimal description or lack there of.
It is up to search engines to develop a meta description if one is missing. Hence it may not be efficient, or to the liking of the owner of the webpage.
Number of characters.
Although there isn't a strict character restriction, it is typically advised that meta descriptions maintain between 150 and 165 characters to prevent truncation.
Several meta descriptions on a single page.
It might be confusing for search engines to have many meta description tags on a website.
Redundant meta descriptions.
It may appear clustered or create confusion if many pages provide the exact same meta descriptions.
Omission of keywords.
There are chances to enhance click-through rates for a website by not mentioning keywords in the meta description.
Meta description best practices
There are numerous ways the setbacks can be mitagated and removed.
Incorporate keywords.
When a user's search query matches a keyword, it is bolded. The click-through rates to your website may rise as a result. Incorporate keywords in a manner that is genuine and natural, simulating how people actually communicate. Unnaturally cramming keywords into a page might make it appear unreliable.
Maintain a character count of 150–165.
By keeping the length to a minimum, you may prevent the description from being chopped off and allow readers to read the entire thing.
Transmit value.
Make it very apparent why consumers should go to your website and what benefits they may anticipate
Adhere to your brand's guidelines.
To guarantee a smooth user experience, you should employ the same brand language in your meta description as you do on your website.
Adopt an active voice.
To make your explanation succinct and simple for the customer to comprehend at a glance, utilise active voice.
(Workshop Digital, 2020)
References
Murray Dare. (2019). The Benefits of Optimising Meta Tags | Murray Dare. [online] Available at: https://murraydare.co.uk/seo/optimising-meta-tags [Accessed 21 Jan. 2023].
Workshop Digital. (2020). Meta Description Common Problems and Best…. [online] Available at: https://www.workshopdigital.com/blog/meta-descriptions-common-problems-and-best-practices/.
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