How Ignoring Website Metadata Best Practices Could Be Hurting Your Business

Whether your web developer is a member of your internal team or you outsource web development to a third-party, there often seems to be debate ...
How Ignoring Website Metadata Best Practices Could Be Hurting Your Business

You may be winning the battle when it comes to optimizing content for search, but if you’ve neglected metadata best practices you’ve lost the war.

There’s little debate that optimizing online content for search engines has substantial return for B2B companies. The research backs up this claim, reporting that 87 percent of B2B buyers say online content influences purchasing decisions. But for content to make an impression on buyers, it needs to be optimized for search and interesting enough to make people click.

Whether your web developer is a member of your internal team or you outsource web development to a third-party, there often seems to be debate over what’s “worth doing” to optimize your website for searches. One common casualty in this ongoing conflict is what constitutes website metadata best practices.

explains that while metadata isn’t directly linked to websites’ rankings on search engines, these elements impact how your content looks on search engine result pages (SERPs).

You may be winning the battle when it comes to optimizing content for search, earning backlinks, and perfecting the technical details of your website so that your content ranks. But if you’ve neglected website metadata best practices, users may not choose to click on your link, and you’ve lost the war. You lose the chance to engage a prospect with your content — and you lose traffic, which you need to maintain search rankings.

Moz lists several metadata best practices you need to follow if engagement, not just ranking in search engine results, is your ultimate goal:

The clickability of your content on a SERP is too important to your business to ignore. Before you post more content, perform a site assessment that shows areas where you can improve SEO, and compare those results to the click rates of your content. The correlation between low click rates and missing or incorrectly configured metadata should be enough to convince your website developer that changes are necessary.

Website metadata best practices are just some of the mistakes a web developer can make that hinder the performance of your website. To help your web developer make sure all bases are covered, Moz offers the .

“We created the Developer’s SEO Cheat Sheet because cultivating an efficient working relationship with web developers is essential for SEO success,” says Britney Muller, Senior SEO Scientist at . “This starts by understanding each other’s goals and creating clear communication channels that fuel productivity and trust. This Cheat Sheet can be extremely valuable in sparking those conversations. It’s been a go-to resource for professionals since 2008 and something we refreshed for 2020 to ensure we’re up on technical standards.”

Putting your website in another person’s hands without oversight is risky at best. Make sure your web developer is following website metadata best practices — as well as all website SEO best practices — to maximize the chances that prospects will engage with your content and find the B2B solutions you have to offer.



source https://www.devprojournal.com/business-operations/marketing/how-ignoring-website-metadata-best-practices-could-be-hurting-your-business/

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