Web standard for adding page descriptions to web pages

You must add a page description to your web page's Metadata, along with keywords and a strapline.

These are visible in search engines and will improve the ranking of your page in search results. They are also used by screen readers for the visually impaired.

What is metadata?

Metadata is information about web pages, images, files and any other website content. The information is picked up and used by search engines, including our internal search engines.

Adding a page description to the metadata

Descriptions are displayed by search engines in the search results, so that customers can read a summary of a web page and decide whether the information they are looking for is there. They should be less than 160 characters long including spaces and more than 110.

Adding keywords to the metadata

  • Our internal search engine uses keywords to rank results.
  • Keywords can be those used in the page title or words that related to the subject of the page.
  • Type a phrase eg 'surrey childcare' into search engines such as Google and Bing to see what the auto text brings up. The auto text also shows common searches by users.
  • Keywords in the metadata do not need to be capitalised.
  • Separate keywords with commas.
  • Always review your keywords and descriptions when reviewing your page(s)

Why we have this web standard

This web standard ensures your page is accessible to all and reaches the widest possible audience.