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A Guide to Meta Titles, Meta Descriptions, and (Maybe?) Meta Keywords

If you’ve spent any time diving into SEO for your eCommerce store, you’ve probably come across terms like meta title, meta description, and maybe even the now-dusty relic of SEO, meta keywords. These little pieces of text may not seem like much, but they can pack a punch when it comes to driving traffic and clicks. Let’s break down what they are, how to use them, and what you can ignore (spoiler: meta keywords).

Meta Title: Your Store’s First Impression

Think of your meta title as the headline that introduces your page to the world. It’s the first thing users see when your site pops up in search results, and it’s a big deal for SEO. Google loves a good meta title, and so do your potential customers.

How to Create a Great Meta Title:

  1. Use Your Primary Keyword: This is the word or phrase that sums up your page. If you’re selling “gourmet coffee beans,” then that’s your star keyword.
  2. Think About What People Search For: Tools like Google Keyword Planner can help you figure out what people are typing into the search bar. Match your title to that intent.
  3. Make It Unique: No two pages should have the same title. Google doesn’t like duplicate content, and neither do your shoppers.
  4. Do a Little Spying: Search your topic and see what the top-ranking pages are doing.
  5. Keep It Short and Sweet: Aim for 50-60 characters so your title doesn’t get chopped off in search results.

Example:

  • Good: Gourmet Coffee Beans – Freshly Roasted, Free Shipping
  • Not So Good: Home | Coffee | Best Coffee Beans | Store

Meta Description: Your Store’s Elevator Pitch

While the meta title grabs attention, the meta description is your chance to seal the deal. It’s that short blurb under the title in search results that tells users what your page is about—and why they should click.

Tips for Crafting a Killer Meta Description:

  1. Summarize Your Page: Give a clear and accurate snapshot of what the user will find.
  2. Include a Call-to-Action: Phrases like “Shop now,” “Explore the collection,” or “Order today” work wonders.
  3. Use Keywords (But Don’t Overdo It): Sprinkle in your main keyword naturally—it’s not a ranking factor, but it grabs attention.
  4. Focus on Important Pages: Your homepage, product pages, and key categories deserve the extra love.

Example:

  • Good: “Discover the bold flavors of our gourmet coffee beans. Hand-roasted daily and shipped fresh. Shop now for free delivery!”
  • Not So Good: “We sell coffee. Click to learn more.”

Meta Keywords: Are They Still a Thing?

Remember meta keywords? If you’ve been in the SEO game for a while, you probably used to obsess over them. The truth? They’re ancient history. Google stopped using them as a ranking factor ages ago because people abused them with keyword stuffing.

If you’re on BigCommerce or Shopify, you don’t even have the option to add meta keywords. These platforms know they’re irrelevant and focus on what actually works, like meta titles and descriptions. So, if you see a field for meta keywords elsewhere, you can safely skip it.

Why Meta Titles and Descriptions Matter

You might be wondering, “Do these little snippets really make a difference?” The answer is 100% yes. Here’s why:

  1. They Impact Rankings: A well-optimized meta title with the right keyword can boost your visibility.
  2. They Drive Clicks: A catchy, relevant meta description can be the difference between a user clicking your link or skipping to the next one.
  3. They Improve the User Experience: Clear, concise tags help users quickly find what they’re looking for—making them more likely to convert.

Meta titles and descriptions are like the signs outside a bricks-and-mortar store—they tell people what’s inside and invite them to step in. Nail these, and you’ll see more clicks, more traffic, and (hopefully) more sales.

As for meta keywords? Let’s leave them in the 2000s, where they belong. Platforms like BigCommerce and Shopify have already moved on, and so should you. Focus on crafting unique, compelling meta titles and descriptions that speak to your audience and their search intent.

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