Updated on: 15 September 2020

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Metadata

How to write clear and concise keywords and meta descriptions that will help improve your content’s search engine optimisation.

Table of contents

  1. Meta description
  2. Keywords
  3. Keywords for coronavirus releases

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Keywords

Keywords are words or phrases that best describe your page and its content. They are used by search engines to help rank your content in terms of relevance for users.

Keywords should reflect the language that users enter into search engines to help people find your content. You should use up to a maximum of five keywords, as using too many reduces their effectiveness.

Keywords should not duplicate words from the title or meta description, as these also contribute towards search. You should also avoid including any acronyms or alternative phrases.

The Content Design team can help you choose the most relevant keywords for your publication. Email Content.Design@ons.gov.uk.

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All content is available under the Open Government Licence v3.0, except where otherwise stated