Two of the most foundational elements in search engineoptimisation (SEO) — keywords and meta descriptions — help search engines understand your content and boost your visibility in search results. Thankfully, implementing these on your WordPress website is simpler than you might think. In this guide, the KIJO team will explain how to effectively add keywords and meta descriptions to your WordPress website. Doing so will enhance its search performance and help you reach your prime, target audience.
What Are Keywords and Meta Descriptions?
Keywords
Keywords are the search terms your target audience types into search engines to find content, products or services. They serve as the primary signals that tell search engines what your content is about. For example, if you’re promoting a “luxury travel agency in London,” incorporating keywords like “luxury travel London,” “exclusive holiday packages,” or “bespoke travel planning” could help drive traffic.
Meta Descriptions
Meta descriptions, on the other hand, are short snippets (usually up to 155 characters) that appear under the page title in search engine results. They give users a brief idea of the content before clicking through, helping to boost click-through rates if written well.
Why is it Important to Add Keywords & Meta Descriptions?
Improved SEO Rankings: Keywords help Google and other search engines match your content with user queries, so integrating them strategically can improve rankings.
Enhanced User Experience: Meta descriptions provide a summary of your content. A well-written meta description can improve the likelihood that users will click on your link rather than a competitor’s.
Increased Click-Through Rates: Studies show that well-crafted meta descriptions can directly increase the number of clicks from search results to your site, helping you reach more potential customers. When Ignite Visibility asked 500 people aged between 25-60 people, “What has the most impact on your decision to click on a search result?”, 62.9% of respondents said that the meta description tag influences their decision the most on a Google search result.
How to Add Keywords & Meta Descriptions
1. Choose the Right Keywords
Your choice of keywords will define your website’s SEO success. So, taking time on this step is essential.
Conduct Keyword Research: Use tools like Google’s Keyword Planner or Ahrefs to find keywords relevant to your industry and target audience. Focus on finding keywords that have good search volume but aren’t too competitive.
Identify Primary and Secondary Keywords: Your primary keyword should reflect the main topic of the page, while secondary keywords support it. For example, if the primary keyword is “vegan skincare UK,” secondary keywords could be “organic skincare products” or “eco-friendly beauty brands.”
Avoid Keyword Stuffing: While keywords are important, overusing them can negatively impact SEO. Ensure that your keywords appear naturally in your content.
The easiest way to add keywords and meta descriptions in WordPress is by using an SEO plugin. Our recommendation is Yoast SEO. With over 5 million active installations, Yoast SEO is a reliable choice for adding keywords and meta descriptions.
3. Add Keywords and Meta Descriptions to Each Page/Post
Once the Yoast plugin is activated, you can start adding meta descriptions and keywords to your posts and pages.
Using Yoast SEO
Open the post or page you want to edit in WordPress.
Scroll down to the Yoast SEO section.
In the ‘Focus Keyphrase’ box, enter your primary keyword for that page.
In the ‘Meta Description’ box, write a concise, compelling summary of the content, including your primary keyword naturally.
Yoast provides real-time feedback on your keyword usage and meta description length, making it easy to optimise each element.
4. Optimise Site-Wide Settings
Apart from adding keywords and meta descriptions to individual pages, optimising site-wide settings helps improve your overall SEO strategy.
Homepage Optimisation: In Yoast go to ‘SEO’ > ‘Search Appearance’. Here, you can set a custom meta description for your homepage, which is arguably critical for attracting clicks to your primary landing page.
Title and Meta Settings for Categories: If your website includes blog categories, be sure to customise the meta descriptions for each category. This will help your category pages rank better for broader search terms.
Set Up Social Previews: Yoast allows you to set custom descriptions for social media platforms. Make sure your meta description is appealing and clickable across platforms like Facebook and Twitter.
5. Test, Monitor, and Improve
After implementing your keywords and meta descriptions, monitoring performance is essential for continued success.
Use Google Search Console: Track how your pages rank for different keywords. If certain keywords aren’t performing well, consider refining your meta descriptions and content.
A/B Testing: Try testing different variations of meta descriptions to see which ones drive more clicks.
Regular Updates: SEO isn’t a one-and-done task. Periodically update keywords and meta descriptions as search trends evolve or your business pivots focus.
Writing Tips for Effective Meta Descriptions
To create click-worthy meta descriptions, keep these best practices in mind:
Be Concise and Clear: Stay within 155 characters so that your description isn’t cut off automatically by Google. Unfortunately, there is no way of bypassing this.
Include a Call to Action (CTA): Phrases like “Learn More,” “Discover,” or “Get Started” can prompt users to click.
Address Pain Points or Benefits: Show how your content can solve a problem or provide value. For instance, “Discover sustainable skincare products that reduce your carbon footprint” may appeal to eco-conscious users that are looking for suitable products that meet their needs.
Make Each Description Unique: Avoid duplicating descriptions across pages, as unique content is better for SEO as well as user experience.
Add Keywords & Meta Descriptions to Boost Visibility & Attract the Right Audience
Adding keywords and meta descriptions to your WordPress website is one of the simplest yet most powerful ways to boost visibility and attract the right audience. By taking the time to research keywords, install a reliable SEO plugin like Yoast, and create engaging meta descriptions, you’ll be well on your way to enhancing your website’s SEO and driving more meaningful traffic.
Whether you’re running a small local business or managing a large brand, optimising for search engines helps you stand out in a crowded online space. With the steps above, you’ll be better equipped to make your WordPress website a valuable tool for your digital marketing strategy. However, if you think your business requires more tailored, unique support, why not check out our KIJO Optimise package?
KIJO Optimise is a monthly service that provides you with a complete overview of your website’s performance and identifies key optimisation opportunities. You can read more about this KIJO service here.
Book a Complimentary Consultation with KIJO’s Head of Partnerships
Need expert guidance on your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your website’s current performance, discuss your goals, analyse competitor insights, and explore the potential of a WordPress-powered site. Let’s bring your vision to life—book your free consultation via the link below:
