Do your snippets make people click? Do’s and don’ts of metadata


Every marketer or website owner knows what meta tags are, but not all of them realize the importance of these small pieces of code. Optimizing your meta title and description you improve such crucial things as click-through rate and the users’ first impression on your content quality. Although Google doesn’t use meta tags in its ranking algorithms, metadata has an indirect impact on your SERP.

Read the article to find out:

  • The correlation between your snippets and your search ranking;
  • Common mistakes marketers make creating metadata;
  • Tips to follow when elaborating meta tags;
  • How to analyze your existing metadata.

How meta tags influence your SERP

Well, if search robots don’t pay much attention to your meta tags, why should you bother these pieces of code at all? You could quickly write some short title and description containing your main keywords to help search engines form your snippet, and that would be enough. Not at all. To make it clear, here is the chain of consequences which correct or incorrect meta title and description can cause:

As you see, there’s a logical correlation between the metadata you provide and your rankings.

So, it’s absolutely worth spending some time to elaborate your meta tags.

Do’s when writing metadata

The main purpose of creating meta tags is to describe the content of a page ranking in search results. The data you provide there should be:

To make your snippets bring your website ranking a significant profit, they should meet specific requirements.  There are two components of metadata you should always consider: title and description. I’ve circled out the tips you should follow when working at each of them.


Title tags provide you with great opportunity to engage your potential customers and make them click through to your website. It’s worth to make sure whether they give a precise and accurate summary of your page content.

Here are the basic…


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