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What Is a Meta Tag? How These Tiny Lines of Code Impact SEO

Farnaz Kia
Friday, 31st May 2024
what is a meta tag

What is a meta tag?

You’ve heard the term “meta tags” thrown around in SEO circles, but what exactly are they? And more importantly, how can they help your website rank higher on Google in 2024?

Meta tags are snippets of code that tell search engines exactly what each page on your site is all about. When used properly, meta tags can seriously improve how you rank on a SERP.

Ready to crack the code on what is a meta tag? By following this guide, you’ll master them in no time and see your website traffic take off.

Table Of Contents:

What Is a Meta Tag and Why Are They Important for SEO?

Meta tags are HTML elements that provide information about a webpage to search engines and web browsers. These tags are placed in the <head> section of a webpage’s HTML code and are not visible to users.

Meta tags play a crucial role in SEO by helping search engines understand the content and context of a webpage.

Types of Meta Tags

There are several types of meta tags, but the most important ones for SEO are:

  • Title tags
  • Meta descriptions
  • Meta robots
  • Viewport meta tag

The purpose of each tag is clear — they help search engines understand your material better so that it can be ranked appropriately.

How Meta Tags Help with SEO

Your meta tags work like an elevator pitch for search engines — they summarize your webpage. By outlining main themes and important keywords, they help determine if your content matches user queries.

The title tag is the most important meta tag for SEO. It appears in search engine results pages (SERPs) as the clickable headline for a webpage.

A well-crafted title tag can entice users to click through to your site, improving your click-through rate (CTR) and driving more organic traffic.

what is a meta tagThe meta description is a short summary that shows up under the title tag in search results.

While it doesn’t directly boost your rankings, an interesting meta description can make people click on your site, which might lead to more engagement and better rankings over time.

How to Write Click-Worthy Title Tags

If you want your SEO to shine, paying attention to your title tags is a must. Follow these simple guidelines for the best results:

Stick to The Character Set Limit

Search engines typically display the first 50-60 characters of a title tag in SERPs. To ensure that your entire title is visible, keep it concise and frontload important keywords.

For example, “Growing Tomatoes: The Ultimate Backyard Guide” prioritizes the main keyword “growing tomatoes” at the beginning of the title.

Include Meta Keywords in Title Tags

Incorporate your primary keyword naturally in your title tag, but avoid overusing it.

A title like “10 Best Running Shoes for Women (2024 Guide)” includes the keyword once, making it clear and relevant to the page’s content.

Add Branding to Title Tags

When you’re building a brand, adding your name to the end of title tags can help boost recognition.

Just remember that it takes up space you might need for keywords.

For example, “10 Best Running Shoes for Women (2024 Guide) The Athletic” balances both.

How to Write Effective Meta Description Tags

Meta descriptions should complement your title tag. They should summarize what the page is all about and promise a specific benefit to entice readers to click.

Here’s a quick guide on how to write a meta description that attracts attention and boosts your click-through rates:

Keep It Brief

Meta descriptions should stay between 120-160 characters. This length makes sure your whole description shows up in search results, giving a clear snapshot of the page’s content without being too wordy.

Incorporate Keywords Naturally

Include your primary keyword in your meta description, but use it sparingly and naturally.

A description like “Discover the best running shoes for women in our comprehensive guide. We’ve tested and reviewed the top sneakers for comfort, support, and performance.” incorporates the keyword organically.

Write a Clear and Compelling Description

Since you’re working with limited space, get to the point and cut the fluff. Tell the reader what your page is all about and why they should care.

Include a Call-to-Action

Incorporate a call-to-action (CTA) in your meta description to entice users to click through to your site. Convince your target audience why they should click on the link and read your post without sounding too sales-y.

Use action-oriented language that motivates people to take the next step, such as “Click here to discover the best running shoes for your next marathon or training session.”

Common Meta Tag Mistakes to Avoid

While meta tags are vital for improving your website’s search engine ranking, there are frequent pitfalls in meta tag optimization that you should watch out for.

Keyword Stuffing: Overloading your meta titles and descriptions with keywords can make them sound unnatural and spammy which may result in Google penalties. Focus on relevance and readability rather than stuffing keywords.

Generic Descriptions: Writing generic meta descriptions that don’t accurately reflect the content of the page can lead to user dissatisfaction and decreased click-through rates. Be specific and informative to entice users to click.

Too Long: Many search engines have character limits for meta titles and descriptions. Ignoring these limits can result in truncated snippets in search results, which may impact click-through rates. Ensure your meta tags are within the recommended character limits.

Neglecting Search Intent: Meta tags should align with the searcher’s intent. Failing to address what users are looking for can lead to missed opportunities. Tailor your titles and descriptions to match the intent behind relevant search queries.

Using The Same Meta Tags on Every Page: Using identical or very similar meta tags across multiple pages can confuse search engines and dilute the effectiveness of your optimization efforts. Each page should have unique meta titles and descriptions tailored to its specific content.

Overlooking Rich Snippet Opportunities: Rich snippets, such as schema markup, offer additional ways to enhance your search engine listings. Failing to leverage rich snippet opportunities in meta tags can mean missing out on valuable real estate in search results and potential click-throughs.

Ignoring Mobile Optimization: With the rise of mobile search, it’s crucial to ensure that your meta titles and descriptions are optimized for mobile devices. Long titles or descriptions that get cut off on smaller screens can detract from the user experience and impact click-through rates.

Focusing Solely on Search Engines: While meta tags are important for search engine optimization, they also serve as the first impression for users browsing search results. Prioritizing search engines over user experience can lead to lower click-through rates and missed conversion opportunities.

Inaccurate or Misleading Information: Ensure that your meta descriptions accurately summarize the content of the page. Providing incomplete or misleading information can lead to dissatisfaction among users who click through to find content that doesn’t meet their expectations.

Clickbait Titles and Descriptions: It’s tempting to use sensationalized language or clickbait tactics in meta tags to attract attention. However, using exaggerated titles and descriptions that don’t accurately represent your content can lead to high bounce rates and damage your website’s credibility.

What is The Meta Robots Tag?

The meta robots tag tells search engine crawlers what to do with a webpage. Here’s the scoop on how it works:

When to Use Noindex and Nofollow

The two most common values for the meta robots tag are “noindex” and “nofollow.”

Use “noindex” to prevent a page from being indexed by search engines, which is useful for pages like thank-you messages or internal search results.

Use “nofollow” to tell search engines not to follow the links on a specific page, which is helpful for links to untrusted sources or paid links.

Controlling Search Engine Crawling and Indexing

The meta robots tag allows you to control how search engines crawl and index your site.

For large websites, this is particularly important.

For example, using “noindex, follow” on pages with thin or duplicate content prevents indexing while still allowing link following.

Using “index, nofollow” on user-generated content pages enables indexing but prevents passing link equity to potentially spammy links.

What is the Meta Viewport Tag?

If you’re not optimizing your website for mobile, you’re missing out because that’s where most traffic comes from these days. This is where the meta viewport tag can help.

Setting the Viewport for Device Width

Using the meta viewport tag guides browsers in presenting your webpage properly on any device. Setting it according to device width ensures that mobile users find your content clear and accessible.

Typically, a meta viewport tag would look like this:

<meta name="viewport" content="width=device-width, initial-scale=1">

This tag sets the viewport width to the device width and scales the content to its original size.

Controlling Initial Zoom Level

To control how your content initially appears, you can set the initial zoom level using the meta viewport tag. This comes in handy for pages with large images or text that might be tough to read on smaller screens.

Simply add the “initial-scale” parameter to your meta viewport tag like this:

<meta name="viewport" content="width=device-width, initial-scale=2">

This tag would set the initial zoom level to 200%, making the content appear larger on mobile screens.

Ensuring Responsive Design

While your meta viewport settings are crucial for mobile optimization, it’s just one aspect of creating a mobile-friendly site.

Responsive design, which adapts to different screen sizes, is equally important. This involves using flexible layouts, responsive images, and mobile-friendly navigation, as well as testing your site on various devices to ensure optimal performance.

When you add a good meta viewport tag to your website’s code and follow responsive design guidelines, you’ll offer visitors an enjoyable browsing experience on their phones, leading to more conversions.


Meta tags may seem like a small piece of the SEO puzzle, but they can make a big impact on your website’s visibility and rankings. By understanding what meta tags are and how to optimize them effectively, you’re well on your way to SEO success in 2024.

Make sure your meta titles and descriptions match what’s actually on your page. They should include relevant keywords, but don’t overdo it or try to mislead anyone — both search engines and visitors will notice.

With a little effort and a lot of strategic thinking, you’ll be climbing the search engine ranks in no time.

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Written by Farnaz Kia

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