Another SEO consideration to keep in mind, McKnight said, is whether your website’s title tags and metadata up to date. “There are a few different parts of metadata, but the majority of people only have to worry about meta description and title tag,” he said.
Title tag refers to the 60 characters that search engine users see on the search engine results page (SERP). Keeping a title tag relevant to your brand and location, but shorter than 60 characters is optimal, McKnight said. The meta description is less likely to factor into search ranking, McKnight added, but it can improve click-through rates by signaling to users precisely what type of information they might find on the webpage.
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“Data shows that a quality meta description … can help click-through rate. On the flip side, for a business like a restaurant that wants people to call, having a phone number in the meta description is huge,” McKnight said. “Meta descriptions should always be 160 characters or less.”
The title tag and meta description can be edited in the administrator’s tools of the web hosting platform you use. For many small business owners, McKnight said, WordPress offers an easy to use SEO function.