What is Metadata? Part I: Title Tags

August 16, 2017 Stephanie Ewen

wrench and html tag

In this two part series, we will explore the world of metadata. Today’s post covers information to know when creating your title tags. 

Metadata is information stored within your insurance website pages. It helps search engines understand what your page is about.

Metadata is made up of two elements: Title tags and the meta description. These carry a great deal of value for your pages. Google uses this information to describe your web page in search results.

So, you want these two elements to work for you. Use them to entice users to click through to your website from the search results.

Your insurance website offers complete control over your metadata. Unfortunately, it is either completely ignored or misused. Some people stuff a bunch of keywords in their metadata in hopes of better rankings.

Let’s take a look at the title tag. The title tag is information that can influence whether your page is relevant to a search query. 

Here are some guidelines when creating title tags.

  • When writing title tags, put your prime keyword at the beginning. If your brand power tends to elicit more clicks, put your agency name at the beginning instead.


  • You also have to be mindful of length. Right now, best practice is to keep your title 70 characters or less. If you go beyond that limit, searchers can’t see your entire title. It will be cut off in search results.


  • You can also use descriptive keyword phrases as your title tag. Be as descriptive as possible to help both search engines and users.


  • Help users read and understand your title quickly with formatting. For example, create a skimmable title like this: Agency Name | Primary Keyword | Short Description. Every character counts, so use these wisely.


  • Don’t set title tags and forget them. Check your Google Analytics data to see what kind of visibility and clicks your pages get. You may need to revisit title tags and make adjustments.

Along with these five tips, keep the user or searcher in mind. While this information is utilized by search engines, your ultimate target is the person searching.


Read the second part of this series over at ParadisoPresents.com. There, we discuss the second part of metadata: The meta description. importance of the meta description and how it can drive traffic to your agency's website. 


How is your meta data working on your site? Let’s start a conversation below.

About the Author

Stephanie Ewen

Stephanie Ewen helps ITC customers with the search engine optimization of their websites. She has been working in marketing for more than 10 years. Her specialties include web design and search engine optimization (SEO). To stay on top of the latest SEO trends and algorithm updates, Stephanie reads blog articles and participating in courses produced by some foremost experts in SEO. She is certified in inbound marketing, Google Analytics and fusion marketing. Stephanie is an avid softball fan and enjoys volunteering and spending time with her husband, kids and grandkids.

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