What is metadata?
Technically, metadata is data that describes other data. The type of metadata we are talking about is a basic summary of information regarding the contents of a specific webpage. Metadata appears on a Search Engine Results Page (SERP) and includes a page title and description, using keywords that are relevant to the content on the page.
You guessed it: the title is simply the main title of the webpage. When creating a title, also known as a title tag, it is important to include the main keyword at the beginning of the title and end with the website name for branding purposes.
Be sure to write for humans, not search engines, because the title helps users decide if the webpage is relevant to their original search query. As always, avoid keyword stuffing and duplicate content.
Search engines limit how much text they will display, so it’s important to be concise. A general rule of thumb for the length of a title is between 50 and 60 characters.
A meta description, placed below the title in the metadata, is a snippet of information summarizing the content of the webpage.
Much like the title, the description entices users to click the link; therefore, compelling content is critical. Keywords in the meta description can be helpful, but again, avoid keyword stuffing and duplicate content. Always write for users first. Be sure to keep the description under 160 characters.