All the best brand strategies include a plan for search engine optimisation (SEO). Knowing how to make the most of meta tags (titles, descriptions, and the keywords in them) will get the best results. And guess what? Writing meta tags is one of the easiest things you can do to build your brand.
Enriching Brand Strategies with Meta Tags Literacy
Your website has been developed and designed. It’s beautiful. You’re ready to answer questions, to talk about your products, to take orders…but no one’s coming. Your analytics show little more than what you would classify as happenstance stop-ins by uninterested visitors. Your website – your window to your business – may not be in full view of those consumers who matter.
Whether you’ve experienced something similar to the above scenario, or if you wish to avoid the possibility of anything like this happening to you, we would strongly suggest that you take a few moments to provide meta details for every page of your website. You know them: the meta title and meta description are displayed in the list of search results you see when conducting a search. They are not visible in website content, but give search engines the information they need to present your website to all the right people.
Writing Meta Tags that Make Brand Strategies Work
You probably already know that you should include one primary keyword and a few secondary ones in every blog post, for example. But did you also know that the primary keyword should be included in the meta title and description as well?
When filling in the meta title field, remember that search engines read from left to right – and they will consider the words closest to the left to be the most important. With this in mind, include your most applicable keyword at (or very near) the beginning. The title should be a succinct summary of what your article is about – no trying to trick search engines here. Ethical practices are best practices for the long-term. Title should be a minimum of 10 characters, a maximum of 60 characters, including spaces. If you exceed 60 characters, the entire meta title will not be displayed on the SERP (search engine results page).
Next comes the meta description. In it, you will have 200 characters (including spaces) to describe what your webpage is about. Use simple language. This is the information that people will read on the SERP (under the title), and ultimately, what they will use to make the “to click or not to click” decision. Be sure to use the page’s primary keyword (and secondary ones if applicable) in the meta description.
At How to Build a Brand, we recommend adding meta tags to all brand strategies. We can’t think of a single instance in which an online presence is not crucial to branding success, and writing meta tags is a simple, yet influential, step in accomplishing that. Employ this practice when putting up any new pages, but that’s not all. Edit all existing pages to include meta tags that will net mega results.
For help with writing meta tags, with brand strategies that include meta tags, or with anything surrounding the subject of branding, email us on [email protected] or join the How to Build a Brand conversation on Twitter.