As the holiday season kicks into high gear and shoppers flood the internet in search of the perfect gifts and year end deals, one thing is clear, your website needs to shine brighter than your neighbor’s holiday lights. For businesses of all sizes, search engine visibility is key, and that means making sure your site is optimized from top to bottom. That’s where meta descriptions and alt tags are crucial to your SEO strategy.
Although they work behind the scenes, a surprising number of businesses don’t even know these elements exist, let alone how powerful they can be. But don’t be fooled by their low profile. Meta descriptions and alt tags play a critical role in improving your website’s performance, increasing your search engine rankings, and helping the right customers find you at just the right moment.
We break down what meta descriptions and alt tags are, why they matter, and how to craft them effectively to boost your organic traffic this season and beyond.
What Are Meta Descriptions and Alt Tags?
Let’s unwrap the basics.
Meta descriptions are short summaries (usually 150 to 160 characters) that appear beneath your page title in search engine results. While they don’t directly impact rankings, they play a huge role in convincing people to click. Think of them like the gift tag on a beautifully wrapped present, they let users know what’s inside and why it’s worth their attention.
Alt tags (also called alternative text) are written descriptions of images on your website. Originally designed for accessibility, so screen readers can describe images to visually impaired users, alt tags also help search engines understand what your images are about, boosting your visibility in image search results.
Why Meta Descriptions and Alt Tags Are Crucial for SEO
During the holiday rush, competition is fierce and attention spans are short. That’s why meta descriptions and alt tags are crucial for helping your content stand out.
It should come as no surprise that these descriptive elements help customers find your business when they’re actively searching for the products or services you offer. The more descriptive and relevant your content is, the more likely it is to match what your ideal customer is looking for. And when your content aligns with their search intent, they’re far more likely to click on your website, and ultimately become a customer.
Meta descriptions can:
- Improve click through rates from search engine results pages (SERPs)
- Communicate your value proposition quickly
- Help users find exactly what they’re looking for on your site
Alt tags can:
- Enhance image SEO, giving you another chance to appear in search results
- Support accessibility and user experience
- Help your site load properly when images don’t render
Together, these elements tell Google and other search engines (and your customers) that your content is relevant, helpful, and trustworthy.
Best Practices for Crafting Meta Descriptions
To make the most of your meta descriptions, follow these simple but powerful best practices. These tips will help you craft summaries that not only attract attention but also encourage clicks:
- Keep it concise. Aim for 150 to 160 characters.
- Include your target keywords. Make sure it reflects the search intent of your audience.
- Add a call to action. Phrases like “Learn more,” “Contact today”, “Get started,” or “Shop now” encourage clicks.
- Make it compelling. Use your unique selling points to spark interest.
Example: “Reliable heating repair in Cleveland. Get fast, affordable furnace service from local HVAC experts. Schedule your appointment today”.
Best Practices for Writing Alt Tags
Alt tags may be behind the scenes, but they play a big role in how search engines and users experience your site. To get the most SEO and accessibility value, follow these best practices when writing alt text for your images:
- Be descriptive. Write what the image actually shows, using clear, specific language.
- Use keywords naturally. If they fit the image, include them, but don’t stuff.
- Keep it short. Aim for 5 to 15 words.
- Avoid “image of” or “picture of.” Just describe the content directly.
Example: “Technician repairing residential furnace in Cleveland basement”.
Give Your Website the Gift of Better SEO
During this season of giving, don’t forget to give your website a little extra love. Optimizing your site’s behind the scenes elements might not feel flashy, but meta descriptions and alt tags are crucial to boosting visibility, driving traffic, and making sure your business gets found when it matters most.
Not sure where to start? At Water Bear Marketing, we help small and medium-sized businesses unwrap the full potential of their websites with smart, strategic SEO. We even offer a free advertising consultation to help you identify opportunities and craft a strategy that delivers results. Contact us today, and let’s make your holiday marketing merry and measurable.
