Optimize website meta tags & titles
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How to optimize meta tags, page titles, and structured schema for a better SERP presence

Standing out on the Search Engine Results Pages (SERPs) is more challenging than ever. If you're struggling with low click-through rates or poor visibility, you're not alone. But here's the good news: By fine-tuning your website's meta tags, title formats, and structured schema, you can significantly enhance your SERP presence. In this blog post, we'll explore the most common meta tag issues, recommend optimal title formats, and explain how structured schema can elevate your website's visibility.

Taylor Osborn

November 1, 2024

Optimize website meta tags & titles?

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Originally written:

Nov 1, 2024

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Updated:

Nov 1, 2024

Optimize website meta tags & titles

1. Common website meta tag issues

Meta tags play a crucial role in how search engines interpret and display your website content. However, several common issues can hinder your SEO efforts.

  • Overly Long Titles and Descriptions: Titles over 60 characters and descriptions over 160 characters may be truncated in search results, making them less effective and harder to read.
  • Keyword Stuffing: Cramming too many keywords into meta tags can be seen as spammy by search engines and can lead to penalties, as well as deter users.
  • Inconsistent Use of Language: Switching between formal and informal tones, or using inconsistent terminology in meta tags, can confuse both search engines and users.
  • Meta Robots Tag Misuse: Misconfigured robots tags can prevent search engines from indexing important pages or following internal links, affecting visibility.
  • Lack of Canonical Tags: Without canonical tags, duplicate content across multiple URLs can confuse search engines, and harm SEO.

    • Preview your website's meta tags to check for issues.

    Missing sitename property

    The sitename property helps define your brand across social media platforms and search engines. A missing sitename can lead to inconsistent branding and reduced recognition. Despite its fundamental role, many website builders (like Webflow), do not include an explicit sitename property, so make sure to add one yourself.

    Example of a proper og:title meta tag:

    <meta property="og:title" content="Spling — Spell Check Entire Websites">

    Spling tested a few different meta cards to find something that fit the brand and was clear to users.

    Missing meta card or og:image

    An og:image tag specifies the image that should appear when your page is shared on social media. Without it, your content might appear less engaging.

    Example of an og:image meta tag:

    <meta property="og:image" content="https://spling.com/images/og-image.jpg">

    Duplicative content

    Duplicate meta descriptions or titles can confuse search engines, leading to lower rankings. Ensure each page has unique meta tags that accurately reflect its content.

    If it's hard to differentiate between two page's meta content, it might be a symptom that the page itself is not unique enough to add value to your website.

    Poorly written SERP content

    Content that doesn't read well on the SERP will deter users from clicking. Meta descriptions should be concise, engaging, and relevant to the user's search query.

    What is a SERP?

    A SERP, or Search Engine Results Page, is the page that a search engine displays in response to a user's search query. It includes a mix of organic results, paid ads, and rich snippets (like images, videos, or featured answers) relevant to the keywords entered. The SERP is designed to help users quickly find the information they're looking for.

    2. Recommended title formats

    Your page titles are one of the first things users see on the SERP. Crafting them effectively can make a significant difference. Titles are text only, so you need to be clever with punctuation to add clarifying structure.

    Examples of titles we think are effective:

    • Use an Em Dash (—):
      "Spling Pricing — Get Page Credits and Spell Check Entire Websites"
    • Use a Vertical Line or Pipe Character (|):
      "Spling Pricing | Get Page Credits and Spell Check Entire Websites"

    Importance of consistent title syntax

    Consistency in title formatting helps establish brand recognition and professionalism. Whether you choose an em dash, vertical line, or pipe character, stick with it across all pages.

    It's easy to see how important clear naming and syntax is on the SERP. Scannability is far more important than content length.

    Optimal formats for SERP presence

    • Keep It Under 60 Characters: Longer titles may be truncated.
    • Place Important Keywords First: This grabs attention and improves SEO.
    • Reflect the Page Content Accurately: Avoid clickbait or misleading titles.

    3. Understanding structured schema and its impact

    Structured schema (or structured data) is a standardized format for providing information about a page and classifying the page content.

    Stability and interlinking of key pages

    A stable site structure with key pages that consistently link to each other enhances your SERP appearance. Search engines reward websites that are well-organized and user-friendly.

    • Enhanced SERP Features: Stable sites are more likely to feature rich snippets, breadcrumbs, and sitelinks.
    • Better Crawling Efficiency: Consistent linking helps search engines crawl and index your site more effectively.

    Main types of structured schema

    • Organization Schema: Provides details about your company.
    • Breadcrumb Schema: Helps display the page's position in the site hierarchy.
    • Product Schema: Includes details like price, availability, and reviews.
    • FAQ Schema: Displays questions and answers directly on the SERP.

    How to check your structured schema

    • Google's Structured Data Testing Tool: Validate your structured data markup.
    • Rich Results Test: See which rich results can be generated by your structured data.
    • Browser Extensions: Tools like OpenLink Structured Data Sniffer can help you inspect structured data on any webpage.
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