Meta and Open Graph| How to better optimise your website

Website Ranking, Internet marketing | 27/07/2020

Meta and Open Graph| How to better optimise your website

Meta and Open Graph descriptions and the tags use for them increase your site’s search optimisation – ie, how easily the interwebs finds your most excellent website.

Meta titles and descriptions

Meta data is just the official term for the words you see as a Google search result, like the (truly inspiring) example below.


A bookmark, if you will. Ideally, try and get your keyword into the URL, but keep it short. 70 characters (60 on mobile) is what you need to aim for.

Meta title

What it says on the tin: this is your page’s title. Google typically displays the first 50 to 60 characters of a title tag, which is long enough to get the page’s keyword and service or function across. Resist the urge to include your business or site name here, and focus on just the page’s specific content.

Meta description

The meta description tag serves the function of advertising copy, drawing readers to your website and ultimately convincing them to click on your page. Meta descriptions, or snippets, can be any length, but Google generally cuts them down to 160 characters.

Open Graph tags

These are the most basic meta tags that you should use for all content types:

og:urlThe canonical URL for your page. This should be the undecorated URL, without session variables, user identifying parameters, or counters. Likes and Shares for this URL will aggregate at this URL. For example, mobile domain URLs should point to the desktop version of the URL as the canonical URL to aggregate Likes and Shares across different versions of the page.
og:titleThe title of your article without any branding such as your site name.
og:descriptionA brief description of the content, usually between 2 and 4 sentences. This will displayed below the title of the post on Facebook and Twitter.
og:imageThe URL of the image that appears when someone shares the content to Facebook and Twitter. See below for more info, and check out our best practices guide to learn how to specify a high quality preview image.
fb:app_idIn order to use Facebook Insights you must add the app ID to your page. Insights lets you view analytics for traffic to your site from Facebook. Find the app ID in your App Dashboard.

You may also want to add two additional tags to improve distribution of your content and more engagement:

og:typeThe type of media of your content. This tag impacts how your content shows up in News Feed. If you don’t specify a type,the default is website. Each URL should be a single object, so multiple og:type values are not possible. Find the full list of object types in Object Types Reference
og:localeThe locale of the resource. Defaults to en_US. You can also use og:locale:alternate if you have other available language translations available. Learn about the locales we support in our documentation on localization.

Meta’s matter, and we know them inside out. Get in touch today to see how we can better optimise your website.

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