We shall directly harbour to the main discussion of our topic today – "How to create an optimized meta title and description for Shopify stores that will increase the traffic and lead conversions?" The answer is going by basics. Maintaining the length between 150 and 160 characters for meta description sets your Shopify store ready for the field. As far as the title tag is concerned, the main keyword has to be included as an attention-grabbing element. Questions and bold statements in active language work wonders. Limiting the title tag's length between 55 – 57 characters is a necessity. The meta titles should be unique, but not exact as the H1s on the Shopify store.
Every Shopify store is designed and developed with the goal of earning clicks and conversions from Search Engines. The Title has to offer a solution or solve the users' problems. Usually, SEO generates very high Returns on Investment since organic-driven sales reduce the overall Cost Per Order (CPO).
The Shopify meta description supports the title tag with additional information and the incentive for clicking. The long-tail keywords are to be added in the meta descriptions. The question used in the title tag can be rephrased to a statement in the meta description.
How Should The Meta Tags Be Optimized For Shopify?
Meta Title tags in the SERPs stand out. The audiences form the first impression of the product link in question. Hence, optimizing the title is important. Social shares and links are pulled from the Title tag for the page title.
The meta title has to be –
- Concise with the page’s essential information
- Uniquely written
- Clear product name
- Product description, like type, colour, size, variant and more
- Mentioned brand name
Keeping the title length between 55 to 70 characters is mandatory since while editing on Shopify, more than 70 characters are not supported since after 70 characters, Google cuts off the title for fitting in. Even the space is calculated – the space each letter takes up is even a concern. The maximum meta title length changed based on the product name.
Meta descriptions give extra context information to the users, while the meta title starts the concept. In the meta description, there is some more space for keywords and vital information to guide the search engines in determining the relevance of the page to search queries.
For optimizing, the meta descriptions have to be –
- Unique and no recycled product descriptions
- Expanded on the title tag’s information
- Summary of the product’s main features
- Mentioned target keywords
- Search intent of the use
- Within 150 – 160 characters in length.
The meta description added to a page is often used by Google for displaying in the snippet just below the Title in the search results. Nevertheless, in some cases, Google uses a text snippet from somewhere on a page rather than the described meta description. The reason is that Google has not approved the meta description accurately reflecting the users' search query. So, the meta descriptions have to reflect the search intent and keywords.
A Few Advanced Tips To Optimize Shopify Title and Meta Tags
Some additional tactics are essential along with the basics of meta title and description optimization for convincing the target audience that the contents are worthy of clicks. Let us look at them.
1. Including the Numbers in Titles
Numbers give the impression of an easier process. Readers get the idea of the total steps they have to follow when the title has mentioned the numbers. This is the main reason for the templates, how-to guides and templates work out so well.
2. Indicating the Year, If Available
Placing the year strategically in the meta titles as applicable to product or collection pages prove useful for the round-up blog posts, maybe to predict, state or summarize the current trends and specific product categories. The collection pages' ranks in SERPs are retained for the customers searching with the custom date ranges.
3. Using Emojis in Meta Descriptions
Emojis might not add to SEO, but definitely they are influential online practices to improve organic traffic and user experience, particularly in mobile. As the real-eye catchers, emojis attract the searchers’ attention to the snippet. Match them to your website theme and brand appropriateness.
4. Refreshing the Old Title Tags and Meta Descriptions
To increase traction on older product pages, refreshing the already published content is a fine way. The best is to re-do the content after every 3 – 6 months or before running any major campaign or promotion. By updating the existing content, there is a full chance the Shopify store will be performing at full capacity.
Google can understand the Shopify store is active, and web pages are fresh and of quality. Even, the searches could be updated, so upgrading the content is vital for website SEO since Google is ranking newer content higher.
Re-using the prevailing content needs less effort than creating the new content. The meta titles can be published without minimal effort.
5. Conducting A/B Testing
A/B testing is the method of comparing two versions and determining the better-performing one. Its constant usage helps to know the keywords, images and contents to result in the best conversion rates. The more A/B testing is done, the better the store rank and the more clicks are earned.
6. Mentioning the Prices in Meta Descriptions
Although the prices might not be obligatorily mentioned in the meta descriptions yet for highly competitive products the price becomes the major buying decision. It helps in improving traffic and increases the customers' trust.
7. Using Schema to Derive Rich Results
Rich snippets highlight a Shopify store’s contents. These enhanced search results comprise ratings, links, images and reviews. The rich snippets make a mark in the SERPs and help users to locate their searches very easily. Likewise, the organic traffic of a page boosts. Using the coding language called schema is the best practice to get rich results. If the Shopify store is having the Yoast SEO plugin, then Schema will be automatically generated.
Google cannot be forced for providing rich results. But when the appropriate Schema is added, then Google displays rich results under the page title sooner.
8. More than One Title or Meta Description Per Page Can Never Be Used
One page can have one unique meta title or description. Even if Google does not penalize for having more than one meta tag, still multiple title tags and meta titles negatively impact SEO, as the optimization efforts are diluted.
Tags will compete against each other as the search engines are unable to understand why two meta tags are written on a single page. It slides down the rankings as Google has no idea which should be chosen.
Even, Google does not rank a web page if it confirms duplicate content is used. The visitors who have found the subsequent pages useful would no more come across them. So, it results in a wasted opportunity at growing the customer base and increasing sales.
Will Google be Changing Shopify Store’s Metadata in SERP?
Google might change a Shopify store's metadata, as has been shown by Ahref's study – 63% of hand-written meta descriptions are found to be changed.
Nevertheless, clear evidence is lacking for the kind of meta descriptions that will or will not be changed. However, writing meta descriptions is the best for the highest-traffic pages which should be ranking in SERPs. But if the count of product pages is too high, then using a Shopify app like TinyIMG is fine to make the process easier and more efficient.