Is your website not being found? Your metadata might be the silent culprit.
I know that the word Metadata is terrifying to many. It sounds too technical. I get it.
But don’t let it intimidate you. Like everything else in the world, it’s just a label. The concept is not that difficult. In fact, many people have the same reaction to title tags specifically. If that’s you, you’re not alone — and you’re not wrong. Here’s why title tags feel so confusing (and why they don’t have to).
It refers to specific text that tells Google and visitors what is on your web page before they arrive.
It’s an easy element to overlook because we tend to focus on the content that we see on our website. You know, the words, images, and layout. But behind every web page, there should also be metadata. That is, a specific layer of text that plays a powerful role in how your site performs in search results and how users perceive it.
And if you’re like most:
- Small business owners
- Independent professionals
- Experienced creatives
If you are like most of these, chances are… you’re not using it to its full potential.
Let’s fix that.
What Is Website Metadata?
The word Metadata simply means data about data.
The first ‘data’ refers to the ‘metadata’. The second ‘data’ refers to the content on your web page.
Please note that I said ‘page’, not website. This will become important below.
As I stated above, the function of metadata is to help two entities decide what your webpage is all about. They are:
- Your visitor
Google wants to know what the page is about. Your visitor wants to know the same, but also wants to know what’s in it for them. This, too, is important.
Two items make up the metadata:
1. Title Tag
This title appears in the browser tab, and the clickable headline appears in search engine results.
2. Meta Description
This paragraph appears below the title in search results. Although it does not directly affect ranking, it significantly influences whether users choose to click on the link.
Why Metadata Matters
Imagine walking past a bookstore. The sign (your title tag) tells you what’s inside. The window display (your meta description) draws you in.
Please understand that this is an imperfect example. ‘The sign’ for a store is simply the store name. With metadata, we can include some key information that helps visitors understand what you offer. And that can make a huge difference in whether they click on your site or not.
Consider it this way: Would you click on a website with just the business’s name? For example, many people know the DIY arts and crafts company, Michaels. But imagine if you had never heard of it. Would you click on a link that just said, “Michaels?”
Probably not. That’s why they’ve gotten good at writing title tags. This, too, is important. Stay with me. I want you to understand why writing good copy for your metadata is essential.
The second part of the bookstore analogy is accurate. If you see something in the window that interests you, you will be more inclined to enter the store.
Search engines and users operate the same way.
Good metadata:
- Improves click-through rates from search results
- Helps search engines categorize and rank your pages properly
- Establishes trust and authority in the first few seconds
Bad or missing metadata?
- Wasted search opportunities
- Reduced visibility
- Confused users who bounce away
Why You’re (Probably) Doing It Wrong
Let’s break down the common mistakes:
❌ You’re using the same title tag across multiple pages.
Search engines don’t like duplicates. If every page is titled “Home – [Business Name],” you cannot rank for specific keywords that match your content. This is true even if each page is labeled with the page name (i.e., About) and the business name. Keywords are important.
❌ You let Google auto-generate your meta descriptions.
When you don’t write one yourself, Google picks a random snippet from your page. And let’s say their choices don’t always sell your story. Remember, Google is interested in supplying its visitors with the best content, not promoting your business. That’s your job, and your metadata is one key element in the process.
❌ You’re stuffing keywords unnaturally.
You’ve been told SEO is about keywords. True. But jamming them into your title or description makes your site look spammy. And people don’t click on spammy. Google won’t be happy either.
And if your site’s still not getting the attention it deserves, it may be time to zoom out and look at the bigger picture. Is your content strategy doomed? Find out how small misalignments can add up to big missed opportunities.
❌ You forgot about the human reader.
Your metadata needs to speak to people first, search engines second. If your meta description doesn’t make someone want to click, it’s not doing its job.
How to Do Metadata Right (Without Getting Technical)
Here’s a simple checklist to clean up your metadata — no coding required:
✅ For Every Page:
- Write a unique title tag (60 characters or fewer)
- Make it specific and use 1–2 relevant keywords
- Include your brand name if space allows
Not sure how to write a headline that grabs attention? Your title tag is often the first headline people see — so it needs to earn the click. These 6 proven headline hacks will help you craft titles that stop the scroll and boost your click-through rate.
- Write a compelling meta description (155–160 characters)
- Summarize what the page is about
- Include a call to action or benefit: “Learn more,” “Get the tips,” “Discover how”
✅ Keep It Natural:
- Use language your audience would search for
- Think: “Would I click on this?”
Metadata That Works: A Real-World Example
Let’s say you’re a fitness coach offering 1:1 online training.
Bad Title Tag:
“Home – Fit With Sarah”
Better Title Tag:
“Online Personal Training for Women Over 40 | Fit With Sarah” (59 characters)
Example for the about page of the same website: “Meet Your Coach | Helping Women Over 40 Get Strong | Fit With Sarah.” This one is 67 characters – it will probably get cut off in the word “With,” but the visitor will recognize it by that time since we are on a secondary page.
Bad Meta Description:
“Personal training and fitness for all.”
Better Meta Description:
“Stronger, healthier, more energized after 40 — personalized online coaching to help you thrive. Start your transformation today.” (129 characters)
See the difference?
Ready to Stand Out?
We all know about the power of first impressions. Most of the time, your metadata is visitors’ first impression of your website. But it’s not the only one that counts — your homepage needs to deliver once they land. Here’s how to optimize your homepage for engagement and conversions. As you can see, writing your metadata is no more complicated than what you learned to do when you were a child to make a first impression.
The difference?
Your income might be riding on this one.
Don’t make metadata an afterthought. It’s easier to fix than you think.
If your site isn’t showing up or converting the way you want it to, a content audit can help you pinpoint what’s working, what’s not, and how to fix it. That includes your metadata — and so much more.
👉 Curious what your metadata is saying about you?
Let’s take a look together. Schedule your free 30 minute initial content audit here – opens to my Calendy page so you can choose the time that works best for you.