Metadata bridges the gap between your website's content and search engines or users, ensuring your site is both visible and appealing.
Metadata plays a crucial role in how search engines understand and display your website content. Properly optimised metadata, such as title tags and meta descriptions, can significantly impact your website's visibility and click-through rates. This article outlines the process for adding or fixing metadata, focusing on WordPress websites using the Yoast SEO plugin.
What is metadata?
Metadata is the information embedded in a webpage's HTML that provides context about the content. It includes:
- Title tags: The clickable headline shown on search engine results pages (SERPs).
- Meta descriptions: The short summary displayed below the title tag in search results.
What’s the impact on businesses?
Well-optimised metadata can have a significant effect on your business:
- Increased traffic: Improved click-through rates lead to more visitors.
- Better conversions: Attracting the right audience through targeted metadata increases the likelihood of sales or inquiries.
- Competitive edge: Strong metadata makes your site stand out against competitors in search results.