Most NZ service business websites have their metadata set up wrong, or not set up at all. It's one of the simplest things you can fix and one of the highest-impact for SEO.
This is one of those topics that sounds technical but is actually pretty straightforward. Below is exactly how to write your title tags and descriptions, with a real client example showing how it's done.
What metadata actually is
Metadata is the information your website gives to Google about each page. It's not visible on the page itself - it sits in the background. There are three main bits:
Title tag - The most important one. This is what Google uses as the headline when your page appears in search results.
Description - A short summary of what's on the page. Google often uses this as the snippet underneath your headline in the search results.
Keywords - Used to be important, now mostly ignored by Google. Worth filling in but don't lose sleep over them.
In your website builder, there's usually a section for this. In RocketSpark, it's the "Get Found Online" section. Every page gets its own metadata.
How to write a title tag for your homepage
Use the most important keyword for your business plus the region you service.
For Waikato Door Specialists, the homepage title tag is:
Garage Doors Hamilton
That's it. Clear what they do, clear where they do it. No fluff, no slogans.
The description expands on it:
Reliable garage door experts in Hamilton since 1986....
That's all you need.
Writing title for service pages
For each service page, name the service and add the region.
For Waikato Door Specialists:
Garage Door Installs Hamilton
Garage Door Repairs Hamilton
Residential Garage Doors Hamilton
Commercial Garage Doors Hamilton
This is one of the highest-impact things you can do for SEO. Why? Because if someone searches "Garage Door Installer Hamilton," Google looks at the title tags across the web and matches them to the search. If your page is literally titled with those exact words, you've got a much better chance of showing up.
The "describe it the dumbest way" rule
This is the bit most business owners get wrong.
Owners describe their service in technical or industry terms. Their customers don't.
For me, my whole thing is "website strategy and lead generation." But that's not what my clients type into Google. My clients type "website builder" or "website designer." Simple, plain English.
The rule: describe your service the way the dumbest version of your customer would describe it.
That's not insulting your customers - it's just being honest about how people actually search. They use the simplest, most obvious words. Match that, and you'll start showing up.
Title tags for your contact page
People who already know your business name might just search "contact [your business name]" to find your details quickly. So name your contact page that way:
Contact Waikato Door Specialists
Now when someone searches that exact term, your contact page is what Google serves up.
Multiple regions?
Build out more pages
If you service multiple regions, build out separate pages for each one with their own title tags.
If Waikato Door Specialists wanted to expand into the Bay of Plenty, we'd create new pages titled:
Residential Garage Doors Tauranga
Residential Garage Doors Bay of Plenty
Residential Garage Doors Papamoa
Garage Door Repairs Tauranga
Each page is themed for that region. Google then understands you genuinely service those areas.
The bottom line
Title tags are one of the simplest SEO wins available, and most websites don't have them set up properly. Use the most important keyword plus the region. Describe your service the dumbest way your customer would describe it. Build out specific pages for each service and each region you cover.
If you want a check on how your own website is doing on this stuff, the audit link below will give you personalised feedback in about 90 seconds.
