Tips on Metadata to boost up SEO Performance

Use figures in your metadata

Numbers can be utilised for their eye-catching properties to draw users in and grab their attention. As they tend to stand out against text, adding numerical values to your metadata – as a date, price, percentage or as part of a phrase – can make a big difference to your click-through rates.

A good example of how you can do this is by using promotions and offers, as they usually contain numerical data. 

Include a clear call-to-action in yourmetadata 

A call-to-action is exactly what it says it is: a prompt to get the user to act in a certain way – usually to make a purchase. Without a call to action in your metadata, encouraging users to click through to your site can be hard, and you’re likely to lose out to competitors who have action-focused metadata. 

As a general rule, your call to action should contain a simple, focussed verb. The simplicity of this can be doubly beneficial, as not only can it significantly increase your click through rate (and all the bonuses that this can bring), but it won’t take up a lot of space.

Usually, a call to action will be structured in the following way, with adjustments made to your brand’s industry and product: VERB for RESULT

Here are a few examples: 

·         Buy Today For 20% Off

·         Shop Today For Free Next Day Delivery

Sometimes, however, the call to action doesn’t have to be explicitly focused on a result. Instead, the result is implied, as in these examples:

·         Speak To Us About Your Claim Today

·         Call Our Specialist Advisors Today

Create a sense of urgency in your metadata and site-wide content

As with calls to action, if you don’t actively try and prompt users to interact with you and your product, you’re likely to fall by the wayside. Using focused, urgent copy instead of passive language can determine whether a user makes an immediate purchase or decides to leave it for another day. 

A good way to create a sense of urgency is by suggesting that the product or service you’re trying to sell is running out, and that waiting to purchase would likely mean the user ends up missing out. Using short timeframes or suggesting limited stock levels is a great way of implementing this.

One thing to remember however is to keep tabs on whether the copy and metadata is up-to-date – there’s no point prompting people to act quickly for a limited time offer if that offer still exists a month later. 

A few good examples of urgent language are:

·         Limited Stock Remaining

·         Register Before [Date] For A Free Gift 

·         Winter Sale Ends Soon