A website is built to gain notoriety. It’s a beacon to draw attention to your company. Like any light, the longer it burns the brighter it becomes. With time visitors will be directed toward it. However, your light will only be burn if it has power.
Keywords are your website’s power. Your keywords should not just be associated as a part of your site, they need to be merged within your site. When search engines look for your business they search for the keywords that are built into your pages.
How do you make keywords and phrases a part of your website? There was a time when you would just have to repeat the name of your business to grab the attention of a search engine. That’s not the case anymore. Now, they are looking for words that have meaning and are not just listed on a website, but in a website. Words that describe the data a site offers. That’s metadata.
The name may seem intimidating, but metadata is really just data that describes a web page. These are specific keywords that explain the content of your page and site.
Your first example of metadata is the page title. What you write as the page title will appear in the tab at the top of the page. Consider that you’re a painter and create a website to promote your business. You want to let customers know you specialize in using recycled paint. Your title tag could read, “Why I Use Recycled Paint | Joe’s Decor.”
Metadata can also be used to describe the contents of a page. You will have the option to create this synopsis in an area usually called “meta description.” This description could pop up on Google if someone were to type in “Recycled Paint” or “Why Use Recycled Paint?”
For example: “Joe’s Decor uses Recycled Paint because it’s guaranteed to be non-toxic and offers our customers a significant savings.” This sentence is using the keywords and phrases we’ve already used in the title tag and also offers a short and accurate description of the page.
Metadata can also be placed into pictures. Commonly called “alt text”, image descriptions allow search engines one opportunity connect your business with the keywords you have chosen.
The keywords you develop to describe your business are going to act as directions for search engines. You want to try and keep them consistent with each other. Use the keywords to build a strong connection between each page of your website. Always keep in mind that these keywords are going to be the same ones you will enhance through Google advertising. Taking the time to develop metadata while building your web pages is the foundation for a great search engine marketing campaign.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.