Setting Up Shop

1. Meta Tag Guidelines

Meta tags help search engines understand the content of each page on your website. Done correctly, they can improve your visibility in search results and increase the number of visitors to your site. The two most important meta tags are the meta title and the meta description.

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1.1 Meta Title

• What it is: The title that appears as the blue link in search engine results
• Length: Keep it between 50 to 60 characters including spaces
• Tone: Clear, accurate, and professional. It should reflect the content of the page

What to include

• The most important keywords for the page
• Your business or organisation name if space allows
• Avoid all capital letters or unnecessary punctuation

Example: Guided Walking Tours of Ennis – Ennis Walking Tours

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1.2 Meta Description

• What it is: The short summary that appears under the title in search results
• Length: Aim for 130 to 160 characters
• Tone: Informative and engaging. It should encourage users to click

What to include

• A clear summary of the page content
• A call to action such as Book now, Learn more, or Contact us today
• Keywords used naturally without keyword stuffing

Example: Join expert led walking tours of historic Ennis. Explore landmarks, hear great stories, and book your place online today

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1.3 One Meta Title and Description Per Page

Each page of your site should have a unique title and description. Duplicated tags across pages can confuse search engines and harm your rankings.

Avoid the following

• Quotation marks as they can cause formatting issues in some search engines
• Generic phrases such as Welcome to our website as they provide no SEO value

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1.4 Use Your Keywords Wisely

Think about what people would search for when looking for the content on your page. Include those words or phrases naturally in both your title and description.