As a copywriter, I frequently find a wide range of tasks being pitched my way. One of which recently, was a large metadata writing project.

As you may know, metadata is the text used by search engines to help the user find the most relevant results. Essentially, if you search ‘JKC Creative Marketing’, the metadata within our website will make sure you find us rather than, say, an aquarium or a zoo, although that may be more fun.

Without effective metadata writing, no one is a winner. Potential customers suffer the frustration of being sent to irrelevant sites while you — and your business — miss out.

Metadata writing is the first step in the journey from initial interest to positive enquiry and a successful sale.

5 things I always consider when writing metadata

Metadata writing is a delicate balance of not overcomplicating the message whilst still needing to be informative and precise. Here are my 5 fast-track ways to make sure your customers find you as quickly and as early as possible.

• Keeping it key – Include strong keywords in your description. Try to get these in as soon as possible and end with a ‘call to action’ phrase if there is space.
• Features first – Prioritise the features, benefits and USP’s of your products. With only limited text available to you, it’s vital to ensure it strongly reflects what potential customers are searching for.
• Action orientated – Wherever possible, use action words such as ‘see, discover, download, watch, get’ to begin your metadata description.
• Avoid duplication – Steer clear of using the same metadata descriptions for different pages. It will confuse your audience and cause issues when it comes to directing them where they need to go.
• Sneaky clicks – Don’t try to add any buzzwords/keywords that misrepresent your products/services. This will only frustrate the customer and likely lead to them not using your business in the future.

Stand out from the crowd

No matter what your business is, it’s almost certain you’ll have competitors offering something similar.

What makes you special? Metadata writing is your chance to ensure that people are directed towards your site. These potential customers will not have any loyalties to you and are primarily just looking for the best value and quality options.

Of course, the next question is, who has time to be doing all this metadata writing? Probably not you! You have a business to run and don’t need to be worrying about how search engines will prioritise your site.

If that is the case, I might know a copywriter who lives and breathes superior metadata and would be very happy to discuss what you are trying to achieve and how, together, we can make your business stand out from the rest.

To find out more, email us at: mail@jkc.co.uk