When it comes to metadata, an SEO specialist has to think like a marketer, but also needs a crash course in brain surgery.
You are asking yourself, brain surgery? Wait you lost me.
Wait for it.
Brain surgery is a very involved and delicate medical procedure where you need laser-like precision. The same can be said about formulating your metadata.
When it comes to your title tags and meta descriptions, you need to have focus and patience. You have to be spot on with the keywords that are interwoven in your metadata, so the crawlers will sink their teeth into it. You need the precision of a brain surgeon to fit the appropriate information in the allotted space.
And oh yeah, you only have a pin head’s worth of space to get that done. Google has, in essence, made SEO Specialists into word surgeons.
Your “SEO operating table” was 70 characters for the title tag and 150 characters for the meta description. Granted, that’s not a lot of canvas to paint your meta masterpiece but it was doable. However, this was before mobile devices became the most dominant technology in regards to internet usage. In February 2014, mobile apps overtook PC internet usage in the United States for the first time ever.
And Google followed the sign of the times by decreasing the character limits in SERPs (Search Engine Results Pages) by an average of 22% to accommodate mobile devices. So the operating space for SEO “word surgeons”, has now shrunk from a dining room table to a coffee table. You only have 55 characters to wordsmith an enticing and crawler-friendly title tag for each page of your site.
And it gets even more difficult with meta descriptions; it may be easier separating Siamese twins than authoring an elevator pitch in just 115 characters. But sometimes SEO’s are asked to do the impossible and we do just that.
Grab your scrubs, thoroughly wash your hands and steady your scalpel because it’s time for metadata surgery.
And to follow up, make sure to always make sure your metadata is in good health with monthly check ups.