You might have heard about SEO, which actually means search engine optimization.

Most internet marketing experts believe that if you don’t get your on-page SEO right, you’re not likely going to get good result from building backlinks.

To start optimizing your website, metadata is the starting point, it gives a clue about your content and the reason your page should be viewed when it appears on search engines. 

Without the right metadata, the prospects of visitors to your website are extremely slim. 

Here are a few tips for you on how you can be found by searchers with the right metadata and how you can improve search engine rankings:

Tips for your meta title

Not too short or too long:

The title tag should not exceed 55 characters or 580 pixels, otherwise it will be cut off by the search engine, which is why the searcher cannot read the full title and important keywords can also be lost.

Tips for your meta description

The right length:

We recommend a maximum length of 155 characters or 920 pixels for the meta description so that it is not displayed truncated. However, it should also not be worded too succinctly.

The page description should briefly summarize the content of the corresponding website.

Also think of the searcher: what is important for the user to know? What are you looking for? 

Note, however, that the content from the meta description should also be found on the corresponding page.

The bounce rate is one of the KPIs of Google Analytics and is included in the ranking of your website accordingly. 

So you should make sure that your meta description is meaningful and accurate and at the same time arouses the interest of the searcher, businesspally editor.


It is also recommended to use keywords in the meta description.

 However, don’t just hang keywords in a row, but think about which keywords make sense.

If the keywords match, a snippet will be displayed in Google, which is beneficial for drawing attention to your site. 

The most important keyword should be at the beginning if possible.


In order to stand out from other meta descriptions in search engine results, you should choose an individual meta description for each individual page. 

This also ensures that no automatically generated content is played out.


With suitable icons such as ✓ or ➤, you can make your meta description visually appealing, underline the content and draw the attention of searchers to your website.

Call to Action:

To motivate those searching even more to pay a visit to your website, you can add an appeal at the end of the meta description, such as: “Get information here now!”.

You should also consider what the searcher’s intention is with their search query. 

Do you want to buy something, book something or find out more? 

Accordingly, you can adjust the appeal, giving searchers a further impression of whether the search query is being answered on your website.

AIDA principle:

Ideally, you remember the AIDA principle (Attention, Interest, Desire, Action) when creating meta descriptions. How exactly this works, we will now explain to you!

Apply the AIDA principle correctly for meta descriptions

So that you know how to use the AIDA principle for your meta description, there are now some more detailed instructions for you.

Attention : With sentences like “SEO explained simply and understandably” you attract the attention of the user, ideally in the first sentence.

Interest : What makes you interesting? Are you certified? Are you one of the top companies in your industry? 

Display this in the meta description and arouse interest with phrases such as “Tech pally certified Seo agency”.

Desire : “100+ happy customers” satisfies the user’s desire.

Action : At the end of the meta description, you should encourage the user to take an action. “Register now!”, “Find out more!”, “Order online now!” are good closing sentences that encourage you to click.