Brands must write short and precise meta tag descriptions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2020, 9:47 AM UTC

Include only one or two keywords to attract consumer attention.

This article makes suggestions for the relevant use of meta tags. The piece recommends that brands must keep the description of meta tags short. For mobile devices, the maximum character length is 120.

Audiences viewing a meta tag on desktop computers will be able to see 55 to 61 characters, so brands could do well to stay under 60 characters. The author recommends “natural” use of one or two keywords to attract attention.

Businesses can make use of canonical tags that guide users to the right page on a website. These tags are particularly useful if a brand has pages of nearly identical information. Additionally, these tags also inform Google of two similar pages actually being separate, to avoid duplicate content.

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