9 Common Meta Tag Mistakes Small Businesses Make That Hurt Your Rankings

1. Not including meta tags, forcing Google to generate them

Many small businesses don’t include meta titles and descriptions. Google will then grab random text from that page. That usually means an irrelevant title and description that won’t add any value to the user. This means your CTR (click-through-rate) and rankings will not improve.

If you’re working with a WordPress website, but don’t know how to add these meta tags, read my article on how to add these in WordPress.

How to fix it

• Write a unique meta title and description for every page, or at least the important pages, on your site.

2. Meta tags are too long or too short

Another common meta tag mistake is writing titles and descriptions that are way too long or too short. This way your tags will be cut off or look thin. When they are too long, users can’t see the whole line, which may be confusing, and when they are too short, you miss chances to boost your CTR.

I have written an article about the optimal meta description length in 2025. It might help you to get this part right.

How to fix it

• Keep your meta title between 30-60 characters.
• Keep your meta description between 70-155 characters.

3. Duplicate meta tags across multiple pages

Many pages use the same meta tags for various pages because it’s “easier.” This confuses search engines about which page should rank and makes your pages look repetitive as you don’t mention the individual value of each page. This will decrease the number of clicks from search engines to your pages.

How to fix it

• To check which pages have duplicate meta tags, use an SEO tool like Screaming Frog to audit your website.
• Write a unique meta description and title for each (important) page of your website.
• Add for each page what it offers and why it may benefit the user.

4. Vague meta tags that don’t show your page’s value

Lots of websites don’t add the true value of a page in their meta tags. This is a missed chance for generating extra clicks. These kinds of meta tags feel generic and created by an AI tool. Users scan the results so fast, you have to stand out to earn their click. If you don’t catch their eye with true value, they’ll skip it.

How to fix it

• Use the meta title and description to describe exactly what users can expect and gain from your page.
• Include relevant terms your audience is actually searching for.
• Check the top-ranking competitors and find a way to be more specific and useful.

5. Keyword stuffing in meta tags

Keyword stuffing may have worked in 2012, but algorithms nowadays are way too smart. They’ll even penalize your website if you stuff keywords. It is seen as unnatural and spammy. This scares off users and search engines.

How to fix it

• Choose one primary keyword and a few related terms for each page.
• Write your meta tags for users first.
• Don’t repeat the same keyword twice in the meta tags.

6. Ignoring search intent

Many small businesses create content and meta tags about the things they want to rank for, but they don’t think about what searchers actually want. When your meta tags don’t align with what users are looking for,  they will skip you without hesitation.

How to fix it

• Do thorough keyword research with a focus on search intent.
• Align your wording with intent; for example: “guide,” “learn,” “how-to,” …
• Make sure the content on your page delivers on your promise.

7. Not using your main keyword in the meta title

Not using your main keyword in your meta title makes it harder for users and search engines to understand and see the relevance of your page for the keyword in question. You’ll lose rankings as your page isn’t seen as a good fit for the search query.

Read the article on creating the perfect meta title.

How to fix it

• Pick one clear main keyword.
• Place that keyword as naturally as possible at the beginning of the meta title.

8. Not using branding correctly

Some businesses don’t use their brand name in meta titles, while others push it too hard. Finding a great balance between branding and focus on the offer of the topic is essential. Without branding, you’ll be less remembered and gain less attention on other topics. Without focusing on value, you’ll lose clicks and rankings.

For example, a great title but no branding included…

How to fix it

• Include your brand name in the meta title; do this at the end with a separator.
• Keep the focus on what your page has to offer in the first part.
• Stay consistent with the format across your pages.

9. Not including a call-to-action in your meta description

Lots of websites only include a description of what their website has to offer. From experience, it’s important to tell users what they have to do next and what they’ll gain from it. This will push them to take action.

For example, this meta title as amazing, they describe their value and a CTA in the description.

How to fix it

• Add a simple CTA at the end like “learn more,” “read now,” …
• Keep the tone aligned with your brand.