SEO is an ever-changing topic with recommended tactics changing frequently. As Google changes its algorithm and artificial intelligence makes an impact on how people search for information, we will need to keep adapting our practices.
You'll find current (fall 2018) practices below.
The Meta Title appears on the tab of the related web page. If you hover over the tab below on our website, you will see the full title: Evening MBA Business Degree Program | Wisconsin School of Business at UW Madison.
While the Meta Title/Title Tag acts as a placeholder for visitors to the page, more importantly, the Title appears on the Search Engine Results Page (SERP):
The Meta Description is the search snippet that appears under the Meta Title on a SERP.
Late in 2017, Google was displaying up to 320 characters. That changed by mid-2018. Our SEO consultants advised in Sept:
Summer 2018. The biggest take-away from MozCon and MN Search SEO conferences when it comes to content:
Answer people's questions.
Google's goal is to connect the searcher with the answer to their question as quickly as possible. The more clear, concise, and descriptive our web writing is, the more likely our target audience will be to come to our site.