How metadata can work for content marketers: tips and guidance

Writing metadata for your content is just as important as writing the content itself. When done right, metadata can help you rank higher in search engines and increase traffic to your website or blog.

However, many people don’t understand how to write good metadata, which is why this blog post will provide some tips on what it takes to be a successful content marketer.

How meta data can work for content marketers: tips and guidance


What is metadata and how does it work for content marketers?

Metadata is the information that makes up web pages. It can include things like titles, page descriptions and even images or multimedia files.

Metadata helps search engines understand what a piece of content should rank for in their indexes so they know where it belongs. This post will help you better understand how metadata works, why it’s important and what you can do to make it work better for your content marketing.


What can content marketers do to make metadata work for them?

To make metadata work for you as a content marketer,  you want to start by identifying your goals and the keywords you’re trying to rank for.

After that, use SEMRush or Moz’s Open Site Explorer tools which are both free ways to get insight on whether your SEO is working as well as it could be. There are also paid options out there if those don’t work for you either.

how meta data can work for content marketers tips and guidance

What metadata can do in content marketing?

Metadata allows users to understand what a piece of web content should rank for when indexed by search engines so they know where it belongs within their indexing system.

meta tag duplicate meta descriptions meta description appears

Why you should be using metadata in your marketing efforts .

The importance of Metadata in marketing is:

  • 1. It is a crucial part of search engine optimization

Metadata helps search engine rankings understand what your blog post, page or site is about and they use that information to rank you in their results for relevant keywords – which brings traffic to your website.

2. It will help readers find more useful blog posts related to yours . Metadata also assists authors who want to be seen by others via social media.

Bloggers want their blog posts to be seen by as many people as possible and sharing a relevant post on social media can help you get more eyes on your work – but only if the metadata of that page is relevant to what it’s about, otherwise, it’s not going anywhere near Facebook or Twitter.

3.It will make your marketing content easier for readers . If your metadata isn’t clear enough for search engine results pages, users won’t find you in Google/Bing which means they won’t see our helpful content (unless we’re lucky enough to already rank well).

Clear and concise metadata can help your blog posts to be found in search engines. If you haven’t been including metadata, it might take a while for Google or Bing to figure out what your content is about but once they do, you’ll start showing up on the first page of results when people are looking for information related to whatever your post was about – which means more traffic!

how meta data can work for content marketers tips and guidance

Why are marketers ignoring metadata?

Many marketers don’t place enough importance on using meta data because they think there’s no real value added when including more SEO oriented elements into blog posts or other content pieces they create unless those elements are actually read by people visiting/viewing content. However, if done correctly, metadata can work for marketers in many ways.

Metadata tips for content marketers

Here are some tips for marketers looking to take advantage of metadata.

-Have a consistent structure/format you follow when creating content pieces so that they can be easily updated if needed

-Use the same formatting style in all your posts, this includes things like bolding or italicizing text as well as using subheadings to break up long blocks of content into more manageable chunks

-If there is any important data related to SEO (like page rank), include it at the beginning or end of blog post titles and URLs but make sure not to overdo it with too much information because users won’t bother reading anything past what looks intimidatingly technical  (use terms people will understand)

-Make sure to include relevant keywords in meta descriptions but don’t overstuff them with too many because it will look spammy and push the description below the fold on mobile

How to write good metadata that will rank well with search engines

* Be relevant – Although you can’t make the meta description exactly match each piece of content on your website, it’s still important for them to be similar enough so they don’t look completely disjointed when readers see different descriptions every time they click something else in SERP.

If possible try avoiding major changes unless there are very big differences between one post and another but even then think twice about whether those might lead people away from clicking because these short snippets have high levels of user experience associated with them! Try writing an informative summary at first before changing anything just to test out how users react using various options until you find the best one.

* Use a call to action – A lot of marketers don’t realize that meta descriptions can actually prompt users into taking certain actions. For example clicking on something or going somewhere else instead depending on how it’s written.

You should try including phrases such as “Click here” and “Find out more” if you want to prompt searchers to click your link because those are usually very effective in getting people engaged with what they see!

For instance: What not to do: Don’t use generic copywriting like “We have great services’ ‘, this is boring and will make potential customers think twice about visiting your website from SERP. There might be better options elsewhere.

Instead write a few sentences describing why your website is worth checking out and try to include at least one or two search terms in there.

* Make use of keywords naturally – Don’t stuff key phrases into your sentences just because Google might like it better than plain text otherwise; instead try to integrate relevant words smoothly throughout an informative paragraph without sounding forced.

* Be clear and concise – Make sure your meta description isn’t too wordy because it will be cut off. Keep words that matter most first then add more information afterwards while keeping them within the same limits each time. way readers can still see what your post is about even if it’s truncated

* Keep them under 150 characters – In order to give a clear preview for the page in SERP, don’t make your meta description too long. Google will cut it off if there’s no room enough and experts recommend keeping these descriptions under 160-170 characters or even less than 155 sometimes.

You can check this using any character counter tool online such as the word count section on Microsoft Word. When you’re done writing, paste the draft into that box and see how many words are left after putting some real text instead of filler phrases like “in this post”. If it’s not within those limits then keep editing!

 Examples of bad metadata (and what not to do!)

* Keep away from being too creative – A lot of businesses use the same boilerplate for these meta descriptions on every page, which is perfectly fine. Make sure to add some variation by altering a few words each time if you have several landing pages that are similar but still different enough.

What not to do: Don’t make useless or ambiguous sentences; they can confuse searchers and even lead them astray when clicked! This makes your website look unprofessional and untrustworthy in front of potential customers.

For instance: “Our services include all kinds of projects such as web design, SEO marketing and advertising” doesn’t say anything about what product/service it advertises nor does it mention any keywords at all (not even once) or any reasons why a potential customer should visit this page.

Don’t write your meta description in all capitalized letters because that looks unprofessional and will make people think twice before clicking on the link!

You should also avoid spammy phrases like “click here” or “website goes here” since these are overused and unlikely to get a good click-through rate from SERP. Remember, you only have 160 characters remaining so use them wisely while still keeping things clear for readers at the same time.


Examples of great Meta description

Metadata for Content Marketers

Metadata is the backbone of content marketing. If you want to get anything done in SEO without constant minutiae, learn everything there is about metadata. Learning how metadata works will make your job easier and more efficient, but knowing what marks to hit will greatly improve your strategy by signaling exactly where you want Google indexing to land on specific niches with relevancy in mind. 

For example, if you have a site about Disney, and posts on your blog from time-to-time related to Princesses, make sure to add “Disney” as an entity in the metadata.If meta data is not included with every post, Google will not even know that it exists! 

New content marketers should take note: include proper markup for all of your new blogs or articles. If they do just this one task alone when creating their websites/blogs/pages then they can expect cleaner code throughout the process and much less work down the line when writing out HTML tags manually saves them so much time in such little minutes keeping everything uniformed across any business website . 

Meta Tags are also very important because search engine robots crawl through specific words and phrases and index them for their search engines. Meta data is also so important because it gives the website creator an idea of what to expect when they are logged into any of their social media accounts, or have a specific post open up in Google Reader – every single site should be written with these tags included on each page/post of all websites .

Amazon- an ideal example of metadata in action.

Normally, amazon’s  title and meta description play a key role in enticing potential buyers to click on their site. In the case of the search for

‘cisco systems’, amazon’s title is ‘Cisco Systems Linksys LRT214 Smart Wi-Fi Wireless N Router with Power Boost, Speeds up to 300 + 450 Mbps’. Their meta description reads as follows: ‘Enjoy faster downloads, file transfers and streaming video on your home network. Cisco® EZ Wi-Fi® Technology makes it easy to set up and connect your wireless devices so you can begin enjoying the benefits of a home network..’

The title is informative, nailing down exactly what the product does. The meta description adds extra information such as how fast downloads will be and that they’re ideal for streaming videos. This entices the customer to click through.

In this example, both the meta title and description are effective because they’re fulfilling two key purposes: informing your audience what a product does while enticing them with promises of speed or ease-of-use. This is how metadata can work for content marketers by providing useful info about a product/service as well as adding a bit of a sales pitch.

Meta titles and descriptions can be useful in many ways when trying to encourage someone to click on your site for more information or buy a product/service from you. In this way, they work hand-in-hand with the main content of your post.

A good meta title might draw attention!

Implement structured data

Implement structured data and rich snippets and begin to see your content rise above the competition. This is a must for all SEOs looking to rank higher in organic search results, as this next generation of Google bots are able to read them like never before.

There are many benefits to implementing structured data, but the main one is that you can become eligible for rich snippets. This means using these tags will increase your click-through rate as Google displays extra content beside your website link in search results pages.

Rich Snippets

Rich snippets give an insight into exactly what a page contains/offers, which is useful for the customers. In addition, rich snippets can work to your advantage in terms of SEO by making you stand out from others competing against you on page one of Google’s search results.

Rich snippets are a great way to get more clicks and this leads directly to ranking higher organically so it’s important not only to implement them but also learn how to use them correctly!

Meta Robots

Meta Robots are tools that help you to implement structured data. There are many ways to do this, but the most effective is through Schema markup and Google’s own ‘data highlighter’.

Using meta robots will save a lot of time when implementing rich snippets into your website . For example, just by inserting a few lines of  html code  you can add a ratings and review section to your site. This will provide extra information for Google bots, which in turn helps them understand what content is on each page more clearly .

Meta robots are an effective way to implement structured data onto your website and they help save time when doing so. They also allow you to implement rich snippets more easily and quickly, which can only be a good thing when trying to improve your SEO rankings.

How many keywords?

Keywords don’t always need to be included within your metadata but sometimes they can help with search rankings. This will depend on what topic you’re writing about which means users might find your content faster than they would otherwise.

If you’re not sure whether to include keywords in your description just try it out for a few weeks and see what happens!

Test your Meta Descriptions

Test your meta descriptions and meta tags for keywords and how they affect your search rankings.

Meta descriptions are very important for SEO purposes, but more importantly, they can help engage readers to keep reading the post.

Make sure that there is a reason why someone would want to read it after scanning over their headline. This can be done by including some useful information in the meta description so people get hooked on what you have written about within seconds of seeing them appear on Google or other search engines when looking up certain topics.

For example, if your blog topic was about content marketing advice using keyword research tools, then make sure you include this in your meta description tag somewhere so users know right off the bat that’s what you will be talking about the post itself! You should be able to have around 150-160 characters for your meta description tag. This is about how much copy will show up on Google search results page when somebody does a lookup with that particular topic keyword phrase you are targeting as the result of your post.

Meta titles can also be used in social media posts, so make sure they stand out and catch someone’s attention quickly before scrolling by them! It may take some time trying different variations until you find one that works best.

Some things to keep in mind: – Keep it informative but not too long or overdone – Use keywords within your blog content if possible (as long as it sounds natural) – Make use of all available space including H tags like paragraphs, images etc.

5 of the Most Important Meta Tags for Content Marketing and SEO Strategy

#01:  Title Tag

The title tag appears as a tab at the top of your browser. It is also known as page titles and should be less than 70 characters long. The purpose of this metadata is to tell search engines what the topic/theme of each page is.

It is important that this title tag includes key words related to what you are writing about so that search engines can properly match up.

 This practice helps drive more traffic through organic keyword searches instead of paid advertisements (when done right). Your goal here is to make sure people who enter a certain word or phrase into a SERP get directed back to your content rather than elsewhere on the Internet.

Plus, if someone does happen upon one of your web pages via an external link from another site, the title tag will help them determine if it is relevant to their needs.

If writing unique title tags sounds like it will be time-consuming for you, there are tools out there that can help automate this process (like Yoast’s WordPress SEO Plugin which we’ll talk about in a few minutes).

#02: Meta Description

The meta description is a short summary of your page content. The goal here is to attract the click-through from SERP’s by drawing in readers with an enticing synopsis.

#03: Author

The author tag will tell search engines who wrote the content for each page. You can also include links to their social media profiles here in case anyone wants to get in touch with them.

#04: Image Tags

The image tags will contain keywords for your images that you want to associate with the post. This is an extra detail but it can really help with SEO and you can include up to three (we will talk more about this later).

#05: Keywords

Adding keywords to the end of your content will allow search engines like Google and Bing to index it appropriately.

If you need help with your metadata consider hiring a digital librarian

If you are having trouble with meta data it is paramount that you now start thinking of  hiring someone to help. A digital librarian can make your metadata flow for SEO and that will show in the search results with better rankings.

Metadata is not something you should brush off or ignore, especially when it comes to working on titles, descriptions, tags and other relevant metadata needed by Google’s algorithm. This article provides some great guidance and tips on metadata for content marketers.

If you need help with your metadata consider hiring a digital librarian to do it for you and know that this will be one of the best investments you can make in your company’s SEO plan. You can hire one from our company at



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