Optimising Meta Data
Hi, I’m Steve. You are you. Welcome to Digivice.
Today we are going to be talking about Metadata. So what is Metadata?
Well, if you go to Google and search for anything, you’ll see metadata. So what that is, is the general structure of the title of the listing, the URL, and then the description underneath that, that is metadata. And you can change that on your website for each of your pages. You just need, assuming that you’re using WordPress, a plugin called Yoast, now that’s Y-O-A-S-T. If you don’t have it, then go to plugins, go add new, and then just search for it in the search bar. If you do have it, great.
Go over to any page once you’ve installed that. And down the bottom, there will be the Yoast bar. So in there, they will have the page title, the slug, the meta description, and the keyword as well. Now, the slug is basically if you want to change that URL, that’s one of the ways that you can do that. I recommend you just stay away from that, it can cause problems. The keyword also, I usually fill it out because it helps me to figure out at a phase level what I need to continue doing. There is more in-depth stuff that you do need to do from an SEO perspective, but it’ll at least allows you to look at it on the fly, so I do add that in there. Google doesn’t look at it, so you’re not going to get any SEO benefit add of that, but it does help having it in there. On top of that is the page title and meta description. So the page title is that thing again that shows up in Google search as the title that you click on whenever you find a listing that you like. Underneath that is the meta description which as you can probably guess is the description underneath that clickable title within the Google search results. So you can change both of those.
One of the rules with that and Yoast will remind you of this, is that it needs to be within 65 characters. So as you get close to that 65 mark, then Yoast will turn from yellow to red. And then the meta description should be 155 characters. So as you get closer to that, it will turn from yellow to red as well. That’s how you update those.
I’ve actually had surprising success by doing that, where just by doing that for one of my clients, while we’re off doing something else for that campaign that was more strategy-based, they actually started ranking in the first page within a couple of weeks just by changing that metadata. It was strange, I’d never seen that before, it’s great. So it does have bearing, it does actually show you that it will have an impact on your search ranking. So go in and do it, make it something that you will use as you’re going to like. Don’t just throw in a whole heap of keywords. Make it something that people are going to read and go, “I need to look at that website, that’s going to provide me with value”.
That’s the video for today. Thanks. Have a good one.
How to Structure Your Page Title
Hi, I’m Steve. You are you. Welcome to Digivice.
So yesterday, we were talking about metadata, more specifically, page title and the description, both of which show up in Google search.
Now, a lot of people get the structure of these wrong, so I just wanted to do a video based on how you should structure this properly. So I’ll go to the whiteboard and which will provide us an idea. Most people go in and they go, “All right, well we’ve got a specific keyword.” So we’ll do keyword and then a keyword variation, so ‘Keyword’ and say ‘Location’. And then we’ll go ‘Keywords Something Else’, right?
That’s generally what you’ll see in Google. But that’s being overdone and that is actually keyword stuffing or it’s a form of keyword stuffing. So a better way to do this, one that actually means a lot more to your audience and is more clickable is that if it’s a blog post, then you do the ‘Blog Title’, and then that little line, and then your ‘Brand Name’, and that’s much neater.
So one example would be ‘How to Calculate Taxable Income’ and then ‘ABC Accountant’, right? And then you might need to adjust that, make sure that it is within that 65 character limit. And then underneath that, it would show up in Google as that. And then you will do the description underneath that. So that’s how you do it for a blog title. And if you’re not doing both blog posts, then you really should be. I know that a lot of accountants think that it is not really something that people are interested in, but business owners and even people in general like general individuals will Google this that they have in the past. The data shows that they’re interested in looking at this and there’s another opportunity in there as well to create a content-based around calculations. So you can build a calculator that does this. It’s a little bit more complex but it gives you a digital asset that you can offer to your clients in your marketing.
Now, let’s talk about Service Pages, your Homepage, etc. How do you structure the page title for that?
So if you want a nice clean way, is to do the ‘Keyword 1’- so your primary keyword, and then your secondary ‘Keyword’ divided by a little dash (-). So there is a division there, but it’s not this line business which is the old way of doing it. But then we’ve got ‘Keyword 2’ and then your ‘Brand’. So let’s say that you want to improve your ranking for Accountant Brisbane, so you would go ‘Accountant Brisbane’ as the primary, and their ‘Accounting Firm’, and then you would go ‘ABC Accountant’.
And that’s how you would structure it so that it means a lot more. People know where you are, Google knows where you are, and it doesn’t look like crap. So that’s really the way that you should be structuring your titles. If at all possible, do include the branding at the end because that is something that Google is looking for as well. They want to see brands, they don’t just want to see people just generically creating web pages that they want to rank, which I’m pretty sure that I did a video on earlier last week. I did actually about what not to do with your SEO. If you haven’t seen that, go back and have a look.
And that is today’s video. So this is how you should structure your pages. Thanks.