Why our eCommerce site needs Optimised Meta Descriptions
Colleagues smiling and looking at a desktop screen

When you think about the amount of people who visit your e-commerce site, you would like to think that consumers are able to find you because they’re looking for your brand. However, a large portion of site traffic depends heavily on whether or not your content is easily accessible when consumers type in a specific search term, keyword or phrase.

While a reliable payment gateway will determine whether or not you are able to retain customers, optimised meta descriptions will determine whether or not you attract the desired business to your site in the first place. Not only does optimised Meta data play an influential role in how your site is indexed by Google, but it is also the first contact that customers have with your site. Providing a brief description to users, meta data is a web element that cannot be ignored, and here’s why:

What is a Meta Description?

A meta description is a 160-character snippet that provides a brief summary of a specific web page’s content. When searching for a website, it is the short piece of text that appears underneath the title of the site. It offers up a little bit of information about the site to ensure that the user is able to find what he or she is looking for, while including a keyword (or two). Not only does meta data assist users in navigating their way during their search, but it is also used by search engines (such as Google) to index a site – to determine a website’s ranking during the search.  When creating a website, the following code can be used for meta descriptions (the text is placed in the blank space preceded and followed by inverted commas): <meta name=”description” content=“  “>

What is the Importance of Meta Data?

While meta data gives light to the content of a website, its importance lies in the role that it plays when a site is indexed. Meta descriptions, specifically, assist in building the user click-through from search engine result pages (SERPs). This information will allow designers to establish the number of users who click through to the site when using a specific keyword or phrase, from which designers or webmasters are able to make the necessary changes. Without meta data, a website is at risk of not being indexed, which can be detrimental to an e-commerce enterprise.

How Does Meta Data Assist in Growing my Brand?

Without meta data, the chances are high that consumers will not receive the exposure for which you hope. However, when implementing meta data efficiently, your site will attract the type of attention that you desire, and there is a higher chance of converting site visits into profit.

While meta data is of utmost importance, it is also important to ensure that you pay attention to your existing payment gateway, and whether or not it allows secure payments from a variety of different card types and financial institutions. If you are looking at investing in a new online payment gateway, be sure to contact PayU for a no obligation quote.