Google meta data is nothing else but a collection of meta tags that the search engine can understand. By implementing these meta tags in your website, you can help Google understand what your web pages are about. Whenever Google’s spiders crawl your web pages, they process only the information they understand, and they ignore anything else. If you don’t use this opportunity to help Google decipher your intentions, you don’t make the most out of your online presence. Here’s how structuring the information around these meta tags can help you grow your business.
Google understands the “description” meta tag. It uses it to create the search results snippets you see whenever you perform a search in Google. You should use this meta tag to provide Google with a short description of every page of your website. In addition, consider crafting your copy with human users in mind. Include a compelling call to action, in order to increase the click-through rate of your page. The better the CTR, the more Google users will land on your website. This means you have more chances to acquire some new paying customers, increasing therefore the revenue of your business. Besides, the simple fact of being present among the search results may contribute to building awareness for your brand or for your products.
Although not technically a meta tag, the “title” tag can also help you improve the click-through rate, as it is the first thing Google users notice on the results page. The title is the active link search users need to click on to visit your website. It’s easy to understand how important it is to write the best titles you can, and to test them thoroughly in order to pick the winners.
Google also understands the “viewport” meta tag. Using it will let Google know that your website is mobile friendly. Taking into consideration that mobile search has known a tremendous growth over the past decade, you can see why this is one of the most important meta tags. Besides, mobile-friendly and responsive websites benefit from better positions in search. By making sure you let Google know that your website caters also to mobile users, you may be able to boost your rankings in the SERPs.
The “robots” meta tag is important for crawlers, as it enables you to control the way Google crawls and indexes your website. In fact, all search engines will be able to understand the content of your “robots” meta tag. If you want a meta tag that’s specific solely to Google, you should use “Googlebot” instead. Use it to tell Google whether you want them to index your pages or not, to archive them or not, etc.
As you can see, making use of Google meta data can help you control the way Google indexes, archives, displays and ranks your website. While there’s no guarantee that they will actually follow all the instructions you put inside these meta tags, chances are that they will. Anyway, it’s always better to do everything in your power to help Google understand the main topics of your website. This is how they will send you only qualified leads.