Imagine you’re searching for the perfect roadside cafe for your next travel adventure. You turn to Google and a list of options fills your screen. The top search result reads:
Bob’s Home Page
(c) 2021 Wix.com All rights reserved. Content on this page is subject to…”
The second result is far more compelling
Belinda’s Local Diner
We’ve been serving grandma’s famous apple pie since 1925.
Belinda’s is the clear winner. You click to the page and now you want pie. Visions of grandma’s pie stay with you all day.
Bob’s listing, on the other hand, is the victim of a metadata fail.
The Power of Metadata
The text displayed in search engine results is powered by metadata. This text is your original and best advertisement. It should drive awareness and compel clicks to your site. Never underestimate its power.
Read More: More North American Cultural Trails
Metadata: Your First Digital Advertisement
On a technical level, metadata is the behind-the-scenes code that drives your website’s visibility. Tiny but mighty tags (like meta title and meta description) tell search engines what your content is about.
On a grander scale, metadata is often the first introduction users have to your site. This data plays a crucial role in convincing users to click to your site.
Metadata is Not Auto Data
Many people assume search engines automatically create and display the text that appears in search results, but that’s not so. As a marketer and a webmaster you are responsible for defining your own metadata. If you don’t, search engines will try to interpret the content on your page. However, this process is imprecise and can lead to confusing or irrelevant search results, as illustrated by the “Bob’s Home Page” example above.
Metadata is Marketing
What’s more, because metadata feels “technical,” many businesses leave it to the webmasters to populate those fields.
But metadata should always be a function of marketing. Your metadata is the first handshake users have with your site, so this text must be carefully crafted with the intent to convert browsers into visitors.
You wouldn’t ask your web designer to create your Facebook ad and neither should they be required to determine what content will most resonate with users.
Because metadata feels “technical,” many businesses leave it to their webmasters to define. But metadata is a function of marketing.
Meta Tags that Matter
While metadata is a collective set of defining data, meta tags are the individual fields that make up your metadata. These little behind-the-scenes players include meta title, meta description, and many others. For novices, title and description are the most important.
Meta Title: Your Page’s Digital Name Badge
Your meta title, or title tag, defines the clickable headline that appears in search results.
Your meta title is usually the first impression users have of what your page does, so make your title count. A strong meta title should clearly describe your page’s content, include relevant keywords, and be concise—ideally less than 60 characters to avoid being cut off in search results.
Try This
Use: Home of Grandma’s Apple Pie | Belinda’s Cafe
Not: Home | Belinda’s
Meta Description: Your Very First Sales Pitch
The meta description is a brief summary of the content on that page that appears below the title in search results.
While a meta description won’t directly affect your search ranking, a well-written description WILL drive clicks if it excels at persuading users that your site is worth checking out.
This description should Give people a reason to explore your page in 160 characters or less.
Try This
Use: Discover Indigenous cultural events in Wyoming. Visit our Wyoming events calendar now.
Not: View events
How Do I Update My Metadata?
I’m sold! Metadata matters. How do I update my metadata?
Good question. Simply posting new content or a new blog post on your site does not mean Google automatically “gets” what the content is about.
When you define your metadata, this helps Google understand how the content works. Updating metadata requires an extra step after posting your content.
Use Technology To Help
Yoast SEO, an industry leader, makes updating your metadata a breeze. Yoast powers more than 13 million websites globally, so it knows a thing or two about SEO. Not only will it help you create strong metadata and page structure, but it also shows you where you can improve—and why it matters.
Slightly Meta: Image Tags
Images are a powerful tool that help engage users. Correctly identifying images can also help improve search results and clicks. Without using proper image tags, their potential is lost.
Generally speaking, your image tags should be updated in your website media browser, and not via a third-party plugin. But a good plugin will provide content suggestions.
Alt Tags
Alt tags – alternative text – is descriptive text added to HTML code in the image to help search engines understand the content of the image
Not only do alt tags make your images more searchable, they also improve accessibility for visually impaired users. A well-crafted alt tag should be concise, descriptive, and include relevant keywords.
Never leave your alt tags blank and never allow your website CRM to auto populate the text in your alt tag.
Alt Tags – Try This
Use: Indigenous artisan weaving traditional basket.
Not: Image123
Optimize Images for Speed and SEO
Before uploading your images, you should also optimize the image for size and the image name.
Use a tool like Canva (or other graphic design software) to compress images (make them smaller). This helps improve load times, which is important as faster websites rank higher in search engine rankings. Also, users hate waiting for a website to load so very large images may cause them to click away.
It is also important to rename your image using descriptive, keyword-rich file names like “local-artisan-market.jpg” instead of using the generic name like “photo1.jpg.”
Also note, search engines prefer if you separate words in image names with hyphens. So, local-artisan-market.jpg is better than localartisanmarket.jpg.
Headlines: The Content Gatekeeper
Although your headlines aren’t metadata in the truest sense, they function similarly by conveying important context to both readers and search engines.
For users, a great headline should grab attention, set expectations, and encourage your audience to keep reading.
For search engines, headlines should use a formal headline structure which is defined by hierarchal HTML tags, such as <H1>, <H2>, <H3>, etc.
While it may *feel* easier to merely bold all the headlines on your page, headlines that use alt tags, are more likely to rank higher in search.
Think of header tags as an outline of sorts. Your <H3> headline should always be a sub category of its parent <H2> headline. Also, the standard preference is one <H1> tag – the title – per content page.
Why Headlines Tags Matter
Search engines use header tags to classify the importance of content. If a headline is defined by an <H1> header, the search engine assumes this is the most important content on the page. Thus this text gets more consideration than the subsequent <H2> tag. All <H> tags are considered more important than bolded text, which in turn is more important than “regular” page text.
Be sure to define your most “important” headlines. But also use locations in your headlines to help search engines differentiate from the many other businesses that have the same name as you.
Using your location, like “Visit Cherokee Nation Cultural Events in Oklahoma,” can also make the page more relevant for local search.
Title Tag vs. <H1> Tag: What’s the Difference?
Both the title tag and the <H1> tag play key roles in SEO, but they serve different purposes. Let’s break them down.
Title Tag
The title tag appears in search engine results and the browser tab. It tells search engines what the page is about and encourages users to click on it.
Best Practice: A well-crafted title tag should be descriptive, concise (under 60 characters), and include relevant keywords and location info. It’s the first thing a user sees in search results, so it should be enticing.
Example:
Discover Indigenous Art at the Santa Fe Native Arts Market
<H1> Tag: The Page’s Main Header
The <H1> tag is the main heading that appears on the content page, typically at the top of the page. It serves as an introduction to the page’s content and it helps both search engines and users understand the primary topic of the page.
Best Practice: Your <H1> tag should summarize the content of the page and include important keywords. There should only be one <H1> tag per page, as it’s the main headline.
Example:
Explore the Santa Fe Native Arts Market: A Celebration of Indigenous Culture
Try This
Use: Turtle Island Cultural Events
Not: Our Events
Use: Nuclear Museum of Energy Monthly Newsletter
Not: Sign Up Now
Why Both Matter for SEO
<H1> Tag: Ensures that both search engines and users know exactly what the page is about once they land on it.
Title Tag: Helps your page rank higher in search results and influences click-through rates (CTR).
Can They Be the Same or Should They Be Different?
Ideally, they should be different but complementary. The title tag is meant to capture attention in search results, while the <H1> tag should focus on delivering the page’s main topic clearly.
While it’s okay for the keywords to overlap, don’t just copy and paste the same text for both. Instead, tailor them for their different functions: the title tag should be more concise and compelling for clicks, while the <H1> tag should be more descriptive of the content that follows.
Link Strategy
While your link strategy is also not technically related to metadata, it also plays a critical role in providing information and context to search engines and users. Much like crafting headlines, an effective link strategy supports visibility, usability, and engagement.
Internal links
Internal links connect pages within your website, helping visitors navigate your content more easily. Your internal link strategy should encourage visitors to explore related topics. It should also focus on using strong keywords to give visitors and search engines more context.
External links
External links point to resources outside your website, providing additional context or value for your audience. For example:
- Link to credible and authoritative sources to support your content and build trust.
- Avoid excessive linking to unrelated sites, as it may dilute the focus of your content.
- Monitor outbound links to ensure they remain relevant and functional over time.
While linking off your page may feel counterintuitive, search engines love pages that have at least one external link as this suggests authority and authenticity.
Try This
Use: Want more great resources? Check out Americans and the Holocaust at JewishAmericanHeritageMonth.gov.
Not: Click here
TLDR: Your Meta Makeover Checklist
- Download an SEO Plugin
- Yoast SEO is an industry standard that makes updating metadata a breeze.
- Meta Title:
- Update your Meta Title
- Include keywords and keep it under 60 characters.
- Example: “Visit Cherokee Nation Events | Annual Calendar.”
- Meta Description:
- Update the Meta Description
- Write a 160-character pitch that is engaging and specific.
- Example: “Explore annual Cherokee cultural events and traditions. See what’s happening now.”
- Image Optimization:
- Add descriptive alt text (e.g., “Cherokee artisan creating pottery”).
- Compress images for faster page load times.
- Update your image name from image1.jpg to Cherokee–artist.jpg
- Headlines:
- Use <H1>, <H2>, <H3> tags throughout your content to provide structure and increase SEO weight.
- Keep headlines specific and keyword-rich.
- Remember people scan headers first so ensure your collective headers tell a story, even if people don’t read the text.
- Internal and External Links:
- Use meaningful anchor text (e.g., “Explore Indigenous Events” instead of “Click here”).
- Include at least one external link to build authority.
- Toolbox Tips:
- Use tools like Yoast SEO and Google Keyword Planner to refine your metadata.
Need help with your Meta Makeover? Book a free vision session, and I’ll help walk you through it.
Why You Need a Web Design Team that Gets You
When businesses hire a web designer, decisions are often made based solely on design comps. While aesthetics matter, it’s essential to choose a designer who understands the intersection of design, structure, and content—and how these three elements work together. Many designers specialize in just one area, often focusing on visuals, but if a designer doesn’t grasp the significance of metadata, for example, it can lead to unnecessary retroactive work and missed opportunities.
If your budget allows, consider hiring an experienced website project manager. A good project manager will ensure your web team meets both your organizational and marketing goals, balancing design, functionality, and discoverability.
A Great Website is More than Beautiful
A successful website is not only visually appealing—it’s functional, discoverable, and offers an excellent user experience. It gives visitors what they want and need. While often overlooked, metadata is a cornerstone that ensures this happens, driving both SEO performance and user engagement.
🔥 Free Marketing Workbook 🔥
Marketing With Purpose
Ready to grow your creative business? This free marketing workbook was written specifically for creative, heritage and hospitality professionals. Build a simple, sustainable marketing plan that helps you get noticed.
You’ll also get access tođź’ĄLet’s Make Some Noiseđź’Ą, a weekly newsletter full of tools, insights, and community highlights for arts, heritage, and creative professionals working at the intersection of culture and hospitality. (You can unsubscribe anytime.)
Build Your Email Strategy
Ready to transform your email marketing into a system that drives engagement, builds lasting relationships, and delivers real results? Learn more about our tailored Email Marketing for Arts & Tourism strategies that work with you to meet your goals.