At one time, every SEO discussion revolved around keywords, yet Google actually stopped using the keywords meta tag as a ranking factor back in 2009.
Search engines have evolved dramatically in recent years, and now involve AI answers where the previously coveted #1 ranking spot was placed; yet meta tags remain crucial building blocks of your SEO strategy.
Properly optimised meta tags are still conversion-driving assets that both search engines and potential customers use to understand your content.
It is possible to self-manage your meta tags, especially for customers with WordPress websites, however we do recommend having them set up properly by an expert to begin with.
If this all sounds too technical, just use the link below to book a meeting to discuss improving your meta tags.
What are meta tags?
Meta tags are your website’s elevator pitch to search engines; invisible to visitors but critical for rankings.
These HTML snippets live in the <head> section of your code, quietly working behind the scenes to tell Google, Bing, and other search engines what your page is about, who should see it, and how it should appear in search results.
Meta tags remain one of the few direct communication channels between marketers and search engines. They are not a guarantee of success, and some search engines may re-write them if they don’t like what you provide. However, despite continual algorithm changes, properly implemented meta tags still provide clear ranking signals.
Unlike the early 2000s when you could stuff keywords into meta tags and call it a day, today’s meta tags work as part of a sophisticated system that impacts not just rankings but also user behaviour and conversion rates. They’ve become even more crucial with the widespread adoption of AI-driven search features like Google’s AI Overviews.
The tags that matter
Title tag
It’s the heavyweight champion of meta tags, appearing as the clickable headline in search results and significantly influencing both rankings and click-through rates.
Here’s what actually works in 2025:
- Optimal format: Primary Keyword | Secondary Keyword | Brand Name
- Character limit: 50-60 characters (Google typically displays about 600 pixels worth)
- Psychology hack: Numbers and power words can entice clicks
Now for the important part: your title tag doesn’t exist in isolation. It needs to work in harmony with your meta description to tell a compelling two-part story.
Description tag
While they don’t directly impact rankings, they’re your best opportunity to convince searchers to click your result instead of the competition.
The most effective meta descriptions follow this proven formula:
- Open with a benefit or promise that addresses search intent.
- Include specific details that build credibility (numbers, stats, features).
- End with a clear call-to-action that creates urgency.
Robot tag
The robots meta tag has evolved from a simple indexing control to a sophisticated governance tool for how your content appears in search, particularly in AI-generated results.
It requires an understanding of index and snippet commands, so it’s not one to mess with unless you fully understand it.
Viewport tag
All BYD websites have this set up for you as standard. This code ensures your site displays correctly on all devices.
Sites that force users to pinch and zoom on mobile can be impacted in search rankings, regardless of how valuable their content might be.
With thanks to Adam Heitzman and Search Engine Land for their superb long-form piece here which explains the above in much more comprehensive detail – searchengineland.com/meta-tags-for-seo-what-you-need-to-know-454411
What happens next?
To discuss improving your meta tags, use the link below to book a meeting, or call us on the number below.