How to Write SEO Metadata That Actually Helps You Rank in Search

SEO metadata is something that’s actually done for you! So you don’t have to do anything else, right?

There wouldn’t be a new blog today if that were the case

Even though your blog will automatically generate SEO metadata, you need to customize and optimize it to work well in search results. Editing three key elements will improve your click-through rate and engagement.

Key Takeaways:

• An explanation of SEO metadata and why it’s important
• How to write strong SEO titles, meta descriptions, and URL slugs
• My favorite tools to help you write SEO metadata

What is SEO Metadata?

SEO metadata is the text that appears in search results. The text in blue (AKA the link you click from search results) is your SEO title. The sentence underneath is your meta description. Every single page on your website has each of these. 

If you’ve never written your own metadata before, it doesn’t mean you don’t have any. Google will just use the H1 tag on the page as the SEO title and the first few sentences as the meta description. 

But there are a few reasons why you should write your own SEO metadata rather than just using what Google does for you.

• The text on the page is sometimes too long and will result in an ellipsis in search results.
• It may not contain keywords.
• It’s not engaging and won’t encourage clicks.
• Gives you control over what’s shown to your audience in search results.

You should always write your own SEO title and meta description! And that’s exactly what I’m going to teach you how to do today!

P.S. If you type site:yourdomain.com into Google, you can see what all your pages look like in search results. Well, at least all the pages that have been indexed! 

How to Write a Strong SEO Title

Your SEO title is the first thing that catches people’s eye as they scroll through search results. It must be engaging and click-worthy to convince them to click on your link versus someone else’s. Here are a few ways you can do that:

• Use power words
• Address a pain point
• Be specific and clear
• Focus on the outcome
• Use numbers or lists
• Ask a question

Be strategic, though! You only have 60 characters to work with. And you definitely don’t have to use all these tips for every SEO title. Pick the most relevant for your blog!

However, including a keyword is not optional. SEO titles are ranking factors. When you include your focus keyword in your SEO title, you have a better chance of appearing in those search results.

SEO Title Formula and Examples

Try this formula as you write your SEO metadata!

[Action Verb] + [Benefit or Keyword] + [Optional Hook or Number]

Here are a few examples:

• How to Build a Standout Brand Identity That Attracts Dream Clients
• Struggling with Content Ideas? Here’s My Go-To Brainstorm Method
• 10 Portfolio Page Tips to Help You Book More Clients
• The 3 Types of Clients You’re Attracting With Your Website (And How to Fix It)
• Etsy SEO Tips for E-commerce Business Owners

Can you identify the potential keywords in these? Do you see how they are engaging and make you want to click to learn more?

How to Write a Meta Description That Converts

If someone is intrigued by your SEO title and wants to understand more about what they’ll get out of that page, they look at the meta description. Here are some things to consider as you write a meta description:

• Highlight the main benefit or key takeaway
• Use a call to action
• Include keywords naturally

Unlike SEO titles, meta descriptions are NOT ranking factors. It doesn’t matter as much if your focus keyword is included, but you should try adding it if you can. You have 160 characters to play with this time, so you can be more descriptive.

Meta Description Formula and Examples

This formula can help you start writing engaging meta descriptions!

[Action or Benefit] + [Target Keyword] + [Call to Action or Hook]

Here are a few examples:

• Avoid these common web design mistakes that drive clients away. Learn how to fix them and boost your conversions fast.
• New to SEO? This guide breaks it down for creative entrepreneurs who want to get found online without the overwhelm.
• Your homepage isn’t just pretty — it should convert. Learn what every creative business owner should include on their homepage.
• Help your clients feel confident in front of the camera. This guide walks you through how to prep them for a successful shoot.
• If you keep attracting the wrong clients, your messaging might be off. Here’s how to fix it and attract the right people.

See how you have a better understanding of what you’ll learn from that page? Be descriptive and use CTAs to get people to click.

Don’t Forget to Optimize Your URL Slug

This is another piece of your SEO metadata that will be created for you, but you should optimize yourself. Blog titles can get pretty lengthy, and that’s exactly what your URL slug will be if you don’t change it.

Here are a few tips to help:

• Keep it short and readable
• Include the focus keyword (if you can)
• Avoid articles (a, the, an, etc.)
• Separate words with hyphens, not underscores

That last point is key. Sometimes people won’t separate words at all and itwillreadlikethis. No one understands what that means, not even search engines. Search engines understand hyphens as spaces so make sure to separate the words in your URL slug!

Optimizing your URL slug improves search rankings, looks more professional, and is easier to read and share. I think this is something a lot of business owners overlook but it can be an easy way to improve your SEO!

2 Tools That Help You Write Better SEO Metadata

Ubersuggest and Yoast are two tools that help me write SEO metadata. I use Ubersuggest to research keywords and find the best ones for blogs. I use those keywords in my SEO title and meta description, as you just saw! 

Yoast allows me to edit my SEO metadata in WordPress. You need this plugin to make any edits to your metadata. It also tells me if my SEO title and meta description are too short or long and if they include my focus keyword. It’s a great tool to double-check how well you have optimized your blog! 

Start Writing Your SEO Metadata

Do you feel equipped to write your own SEO metadata now? I sure hope so! It takes a few extra minutes but can greatly impact your search rankings. 

I do this for all my full-service blogging clients to ensure their blogs are optimized for search engines. Will you be my next client? Inquire today!

FAQs About SEO Metadata

How long should my SEO title and meta description be?

Keep SEO titles under 60 characters and meta descriptions under 150 characters so your SEO metadata doesn’t get cut off in search results.

Does metadata affect my rankings on Google?

Meta descriptions aren’t a ranking factor, but they can increase clicks when you provide a good description of your content. SEO titles ARE a ranking factor, so make sure they include keywords!

Can I use the same metadata for multiple blog posts?

No, each blog post should have unique metadata. Duplicate SEO titles and descriptions confuse search engines and can negatively affect your SEO.

Is this something I should update for old blogs?

Yes! If old blogs don’t have SEO metadata, go back and add it. If you aren’t getting traffic to a blog post, you can try refining your metadata.