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A Beginner’s Guide to Impactful Metadata

March 2022

A Beginner’s Guide to Impactful Metadata

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When designing a website and considering the content you will create to populate those pages, don’t overlook the importance of metadata. This “content about the content” is essential not only for attracting the attention of web users, but also for standing out to the search engine algorithms. Metadata is a fundamental part of any successful content strategy, especially in a crowded space such as the legal sector where online competition can be fierce.


What is metadata all about, what kinds are there, and what do you need to do to make sure yours has the biggest possible impact on your marketing efforts?


Understanding Metadata: What is it?


Metadata is simply data about the content on your webpage. We’re all familiar with metadata, even if you aren’t familiar with the term yet — we see it every time we search for something on Google. The “search results” the page displays consist of the metadata for that page. Not only is this your very first chance to grab a user’s attention and direct them to click on your content, but search engines evaluate metadata, too. They look for the presence of keywords, score its usefulness according to automatic metrics, and more. In other words, good metadata is one of your key assets for climbing up the search engine rankings and driving more traffic to your site.


The Types of Metadata


There are two types of metadata: the “meta title” and the “meta description.” The title refers to the actual title of your web page, while the description refers to the small snippet of text that search engines display below the title. Together, the metadata for a page should give users a clear indication of what the page is about and what they can learn from a visit. At the same time, your metadata should include your primary target keywords to signal to search engines that it is relevant to users of those terms.


Crafting Metadata to Have an Impact


There are several good rules to keep in mind when it comes to creating impactful metadata. The best metadata reflects the following attributes:


·         It is short. Meta titles should be around 60 characters, including your primary keyword or page title. Descriptions should be only two short sentences to fit in Google’s display space.

·         It contains your most valuable keyword for that page. Without your keywords, how will you rank? Meta keywords are your first “foot in the door” for search rankings.

·         It calls users to take action. Encourage readers to learn more, click through, or find out now — you want to motivate readers to visit that result.


Write honest, accurate, and engaging metadata, and you might be surprised to see the impact it has on your search rankings.


Find Help with Your Design Today


At Inherent, we understand all the key aspects of successfully marketing your law firm online. With years of experience to put to work for our clients, we know web design, SEO, and much more — enough to equip you with the tools necessary to start carving out your own space online. Learn more about metadata and how we can help audit and improve your web presence today when you contact us for help.