You optimize meta tags for SEO by writing compelling title tags with target keywords, creating descriptive meta descriptions that encourage clicks, and ensuring both tags follow search engine best practices for length and formatting.
Meta tags are HTML elements that provide information about your webpage to search engines and users. While they don't directly impact rankings as much as they used to (particularly meta descriptions), they significantly influence click-through rates from search results.
Plus, there are certain meta tags that can control your visibility in search engines, so you need to make sure they're used properly. For example, meta robots tags can prevent pages from being indexed with "noindex" or stop search engines from following links with "nofollow."
Here's how to optimize your meta tags for better SEO performance:
- Write compelling title tags with primary keywords. Keep titles under 55 characters, include your main keyword near the beginning, and make them descriptive enough to attract clicks. For example: "Best SEO Tools for Small Businesses [Updated 2025]"
- Create engaging meta descriptions. Write 120-125 character descriptions that summarize your page content accurately. Use active voice and address user intent directly.
- Include relevant keywords naturally. Incorporate your target keywords in both title tags and meta descriptions, but avoid keyword stuffing. Focus on readability and user appeal over keyword density.
- Make each page's tags unique. Avoid duplicate meta tags across your website. Each page should have distinct titles and descriptions that accurately reflect its specific content.
- Use branded elements strategically. Include your brand name in title tags, typically at the end, to build recognition and trust in search results. Do this sparingly and depending on the type of page.
- Test and refine based on performance. Monitor click-through rates in Google Search Console and adjust meta tags for pages with low performance.
- Use meta robots tags properly. Use meta robots tags to control how search engines crawl and index your pages. You shouldn't block important pages from indexing with "noindex" or prevent crawling of these pages with “nofollow.”
Semrush offers two tools that help you monitor your meta tags:
- On Page SEO Checker analyzes whether your meta tags are optimized correctly by checking keyword usage, character limits, and by providing specific recommendations for improvement.
- Site Audit scans your entire website to uncover technical issues, such as duplicate titles, missing descriptions, or tags that are too long or too short. It also flags pages with meta robots tags, so you can review them to assess if they actually warrant these tags.
