Once up on a time metadata was all the rage when talking about SEO and improving search ranking. This is the code that is included on your website to help the spiders determine what your website was about. Unfortunately, this became an easy target for spammers and black hat SEO. Metadata no longer plays a significant role in how your site ranks.
But, when it comes to improving click through rates, metadata is getting its day in the sun again. Click through rates or CTRs have become a very significant. According to the SEO MOZ 2014 Ranking Factors, Click-Through Rate is one of the most important things that effect rankings. So anything you can do to improve your click through rate goes a long way to helping your business on many levels.
Metadata is one way to help improve your CTR. The title tag is the link that appears on the search results page. This is what a searcher clicks on to reach your page. Title tags that grab their attention and include relevant keywords are likely to garner greater CTR. The description tag is another area where you have a chance to entice someone to click on your website. These are the short snippets of information that appear right below the title tag on the search results page.
For example, if you search on Colorado SEO you will likely see these options on the SERP.
Description tags give the person browsing a bit more information about what they will find if they click on the link. You have up to 150 characters to describe what’s on your page. Including a call to action here is also a good idea. There is no guarantee that Google will use the description in on the results page, but they often do so it’s worth the effort for a chance to control what is said here.