How Often You Should be Updating Your Website’s Metadata

Are you looking for ways to improve your website’s online performance? Optimizing your website using your metadata offers an opportunity for your keywords, service areas, and product descriptions to better align with Google’s expectations. This can lead to your website showing up for more searches from your target audience. Keep reading to learn about updating your metadata. 

What is Metadata?

Metadata provides information describing online content to search engines. There are many different places where metadata is pulled from. This includes page titles, H-tags, meta descriptions, alt text, and more. Most metadata is hidden in the background of the page in the HTML code. You can learn more about metadata by clicking here

Even though a lot of metadata is not visible on the page, it is important that your metadata is optimized because search engine bots crawl pages using metadata. This means that your metadata can directly impact your search engine rankings. 

How Often Should You Update Your Metadata?

If you’re posting content regularly and updating your website’s current pages regularly, you’re already building and improving your website’s metadata over time. It is important to have a diverse variety of keywords, locations, and CTAs in your metadata. You don’t need to update your metadata very often as long as you are being consistent across your metadata every time. However, checking in and conducting an audit of your metadata every few months is always a good idea. Not only will it allow you to update your metadata with new information, but it will also help identify any broken links and confirm your website is functioning correctly. It is good practice to do a complete metadata audit 1-2 times every year, depending on how much content you post and how many updates you make to your website and marketing strategy. Screaming Frog is a popular tool for pulling and auditing your metadata. 

How to Optimize Your Metadata

Optimizing your metadata may sound complicated but it actually is a simple way to ensure that your website is effectively reaching your customers. Maximizing metadata comes down to accurately highlighting the purpose of your content. Your page titles and H-tags need to be catchy and describe what you’re discussing accurately to draw the reader in. You also should tie in location callouts where possible, and be sure to include any call to actions you want the reader to take in the meta description. 

Knowing what terms to include in your metadata will depend on your research regarding service areas, customer base, services, vital call to actions, and trending keywords in your industry. It is important to create content that is readable, and not overpack your content with keywords because that can make your content difficult to read which will cause it not to rank well. Updating your metadata regularly can not only help you ensure that you’re including relevant CTAs but it can also allow you to identify issues on your website like spelling errors, broken links, and other issues that could impact performance. 

Contact Boston Web Marketing for Personalized Marketing Services 

If you’re searching for ways to increase your website’s online presence, knowing what marketing tools to leverage is critical. At Boston Web Marketing, our team of marketing experts has experience helping businesses in all different kinds of industries increase their website traffic. Using our marketing knowledge, we can help your website get found quickly by your customers. To hear more about the services that we provide and how we can help your business grow, contact us directly by filling out an online contact form here.

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