{"id":9373,"date":"2022-10-12T09:08:35","date_gmt":"2022-10-12T02:08:35","guid":{"rendered":"https:\/\/kikav6-support.kikalab.ca\/?post_type=docs&#038;p=9373"},"modified":"2022-10-12T09:14:56","modified_gmt":"2022-10-12T02:14:56","password":"","slug":"metadata-creation","status":"publish","type":"docs","link":"https:\/\/kika.ca\/kb\/docs\/metadata-creation\/","title":{"rendered":"Metadata Creation"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;510809&#8243; el_class=&#8221;betterdocs-text&#8221;][vc_column width=&#8221;1\/1&#8243;][vc_column_text uncode_shortcode_id=&#8221;175149&#8243; el_class=&#8221;link-blue underlink line-out line-blue&#8221;]\r\n<h2>Metadata Creation<\/h2>\r\n<span style=\"font-weight: 400;\">Meta tags are invisible tags that provide data about a client\u2019s web page to search engines and website visitors. In short, they make it easier for search engines to determine what their content is about, and thus are vital for SEO.<\/span>\r\n\r\n<strong>Featured Tools<\/strong>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yoast SEO<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Custom coding (if applicable)<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.portent.com\/serp-preview-tool\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SERP Preview Tool<\/span><\/a><\/li>\r\n<\/ul>\r\n<h2>Instructions<\/h2>\r\n<span style=\"font-weight: 400;\">When we first set up the campaign, we focus on creating the metadata and microdata for the targeted web pages (step 1). Once we are in the management phase, metadata can be created for the other pages as time permits (step 2).<\/span>\r\n<ol>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using the keyword map worksheet, create meta tags for each target page based on W3C standards (World Wide Web Consortium Metadata Specifications).\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Review Semrush Site Audit error list and update pages that have been flagged.<\/span><\/li>\r\n<\/ol>\r\n<h2>Title Tags<\/h2>\r\n<span style=\"font-weight: 400;\">A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result and are important for usability, SEO, and social sharing.<\/span>\r\n<ul>\r\n \t<li><b>Write unique title tags for every page<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; You want your title tag to signal to search engines what the individual page is about.\u00a0<\/span><\/li>\r\n \t<li><b>Ideal length<\/b><span style=\"font-weight: 400;\"> &#8211;\u00a0Google and other search engines will display\u00a050-60 characters\u00a0of a title tag in the search results before cutting it off, so you should\u00a0generally aim\u00a0for title tags that are around 50 characters or less.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use your target keyword (but\u00a0don\u2019t\u00a0overdo it)<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; include the main keyword or keywords we are targeting for the specific page since Google\u2019s algorithm uses the title tag to\u00a0determine\u00a0what our page is about. However, in writing, do not over-optimize the keywords. Write like you are writing for real people.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Be descriptive of what the page is about<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; You want your title tag to\u00a0provide\u00a0an accurate\u00a0description of what people will see when they choose to visit the web page. When people\u2019s expectations match what they see on the page, it means a lower website bounce rate and a longer time spent on the site\u00a0<\/span><\/li>\r\n \t<li><b>The title should be convincing<\/b><span style=\"font-weight: 400;\">\u00a0\u2013 We want a title that entails why our page is great. Make sure you really think about what on the page is most valuable or important to your target audience. Your title tag should emphasize the value the page provides to <\/span><span style=\"font-weight: 400;\">them.\u00a0<\/span><\/li>\r\n<\/ul>\r\n<h2>Meta Descriptions<\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keep it up to 155 characters<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; In Google search results, snippets are about 120 to 156 characters. Your description should not be longer than 155 characters, because otherwise, Google\u00a0won\u2019t\u00a0show your entire snippet and it is not good for SEO.\u00a0\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use active voice and make it actionable<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; If you consider the meta description the invitation to the page, you\u00a0can\u2019t\u00a0just write \u201cA mixed metaphor describing a non-existent, yet implicitly\u00a0high level\u00a0of qualification.\u201d\u00a0That\u2019s\u00a0a dull description, and people\u00a0won\u2019t\u00a0know what\u00a0they\u2019ll\u00a0get.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Include a call-to-action<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; \u201cHello, we have such and such a new product, and you want it. Find out more!\u201d This overlaps what I said about the active voice, but I wanted to emphasize it. The meta description is your sales text. Except, in this case, the \u201cproduct\u201d you are trying to sell is the page that\u00a0is linked. Invitations like Learn more,\u00a0get\u00a0it now,\u00a0try\u00a0for free come in handy and we use them too.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use your focus keyword<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; If the search keyword matches a part of the text in the meta description, Google will be more inclined to use it and highlight it in the search results. This will make the link to your site even more inviting. Google sometimes highlights synonyms.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Show specifications, where possible<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; If our target customers are business-savvy, it can be\u00a0a good idea\u00a0to focus on the technical\u00a0specs. For example, you can include the business process name, tools, deliverables, and things like that.\u00a0<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Make sure it matches the content of the page<\/b><span style=\"font-weight: 400;\">\u00a0&#8211; The description should match the page\u2019s content, otherwise, Google will find out if you use the meta descriptions to trick visitors into clicking. They might even penalize you if you do it.\u00a0<\/span><\/li>\r\n \t<li aria-level=\"1\"><b>Make it unique<\/b><span style=\"font-weight: 400;\"> &#8211; If your meta description is the same as those for other pages, the user experience in Google will\u00a0be hampered. Although your page titles might vary, all pages will appear to be the same because all the descriptions are the same.\u00a0\u00a0<\/span><\/li>\r\n<\/ul>\r\n<h2>Tools &amp; Resources<\/h2>\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_accordion sign=&#8221;plus&#8221; el_id=&#8221;footer-accordion&#8221;][vc_accordion_tab gutter_size=&#8221;2&#8243; column_padding=&#8221;2&#8243; title=&#8221;SERP Preview Tool&#8221; tab_id=&#8221;1656057617122-2-71663079925518&#8243; slug=&#8221;SERP Preview Tool&#8221;][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text uncode_shortcode_id=&#8221;113889&#8243; el_class=&#8221;link-blue underlink line-out line-blue&#8221;]Optimize your page&#8217;s appearance in Google search results using <a href=\"https:\/\/www.portent.com\/serp-preview-tool\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SERP Preview Tool<\/span><\/a>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_accordion_tab][\/vc_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row row_height_percent=&#8221;0&#8243; 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