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SEO (SEARCH ENGINE OPTIMIZATION)ARTICLES
METADATA IS ESSENTIAL WEB WRITING SKILL
METADATA
IS ESSENTIAL WEB WRITING SKILL: PART 2
By Gerry McGovern http://www.gerrymcgovern.com
Creating great metadata for your content begins
with understanding who your reader is. What is the
metadata they look for when they read a page of
your content? What are the type of words they use
when they search for your content? When scanning
your classification, what are the "trigger
words" that will make them want to go deeper
into your website?
Your classification (taxonomy) metadata is the foundation
of your website. Classification is to strategy as
poetry is to prose: it is the ultimate distillation
of what you do. Within seconds, people will scan
your classification and get an impression of who
you are and what you do. (The classification is
generally found in the left column of a website.)
Classification design can be a complicated process
but here are some high-level issues to keep in mind:
- Avoid classification design that reflects
your organizational structure and thinking,
particularly for the public website. The classification
terms that your customer is expecting to see
may be very different from the terms the organization
is used to.
- Design for a three level deep classification,
and a maximum of a five level. After three levels,
people tend to get a bit confused. Remember
also, someone has to contribute content to this
classification. It takes a lot of training and
expertise to classify well to a five-level classification.
- Have no more than 15 classifications at any
one level. Too much choice confuses, so aim
for 10 or less at any one level, and try not
to go over 15.
- Ask of each classification the following
questions: Is it clear? It there a shorter word
to use? Is there a simpler word to use? Is it
necessary?
- Avoid duplication at all costs. Don't split
hairs with classifications. Make sure that each
classification is clearly unique.
When dealing with a particular type of content--such
as events, general articles, etc.--a unique set
of metadata will need to be developed. Here are
some things to keep mind:
- Always remember that you are developing metadata
to help
people quickly find and understand a piece of
content.
- Gather what is essential, but only what is
necessary:
The
more metadata you require of a piece of content,
the longer it will take someone to enter it. That
adds cost. Those entering the metadata begin to
take shortcuts. That's not good news.
The single most important piece of metadata you
will write for a webpage is its title. Title metadata
is responsible for describing exactly what is on
the page. It is crucial, particularly from a search
perspective.
When writing title metadata, keep the following
in mind:
- Make sure you have unique title metadata
for every single page on your website.
- Aim for about 10-15 words.
- Always start with the specific and move to
the general. Start with exactly what the page
is about. Place section and general website
information at the end. (Correct "Product
XY Support: Product M Group: XYZ.com";
Wrong "XYZ.com: Product M Group: Product
XY Support").
- Include appropriate keywords.
- Exclude common words such as: the, and, of,
is.
Remember, people scan read on the Web. Their eyes
dart quickly across a page. Metadata is the hook
that catches their attention. Metadata quickly tells
them what they need to know.
Metadata is like good poetry; it distils meaning
into the smallest possible number of words.
Gerry McGovern
<mailto:gerry@gerrymcgovern.com>
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