How to use meta tags effectively in BigCommerce for higher search rankings

Ever wondered why some BigCommerce stores appear at the top of search results while others languish in obscurity? The difference often lies in those invisible but powerful HTML elements known as meta tags. For BigCommerce store owners looking to boost organic visibility, mastering meta tags isn’t just helpful—it’s essential.

What are meta tags and why do they matter?

Meta tags are snippets of HTML code that provide structured information about your webpage to search engines. Though invisible to visitors browsing your store, these tags communicate critical information to search engines about your page content, improving crawlability and relevance.

Think of meta tags as the digital equivalent of a book’s cover and summary—they give search engines a preview of what’s inside, helping them decide where your page belongs in search results.

The three primary meta tags that impact your BigCommerce store’s SEO include:

• Title tags: The clickable headline displayed in search results
• Meta descriptions: The summary text that appears under the title in SERPs
• Meta keywords: Less impactful today but still useful for internal organization

According to Searchmetrics research, 89% of SEO experts link well-optimized title tags to ranking improvements. When properly implemented, meta tags not only help search engines understand your content but also encourage users to click through to your store.

How to add and edit meta tags in BigCommerce

BigCommerce automatically generates basic meta tags for your store pages, but customizing them is where the real SEO magic happens:

For product pages:

1. Navigate to Products in your BigCommerce admin
2. Select the product you want to optimize
3. Click on the SEO Settings tab
4. Edit the Page Title, Meta Description, and Meta Keywords fields
5. Save your changes

For category pages:

1. Go to Products > Product Categories
2. Select your target category
3. Locate the SEO Settings section
4. Customize the meta information
5. Save your changes

For static pages:

1. Navigate to Storefront > Web Pages
2. Select the page you want to optimize
3. Find and edit the SEO fields
4. Save your changes

By default, BigCommerce will generate page titles based on product names, but these automatic titles often lack the strategic keyword placement and compelling language that drives clicks. Taking a few minutes to craft custom meta tags can significantly impact your visibility and conversion rates.

Meta tag optimization best practices

Title tags

• Length: Keep under 60-65 characters to prevent truncation in search results
• Format: Include your focus keyword + store name (e.g., “Green Golf Polo Shirt for Men | World’s Best Golf Shop”)
• Uniqueness: Ensure every page has a distinct title reflecting its specific content
• Front-loading: Place important keywords at the beginning for better SEO impact

For example, instead of “Men’s Clothing - Polo Shirts - XYZ Store,” try “Men’s Moisture-Wicking Golf Polo Shirts | XYZ Store” to target more specific search intent and increase relevance.

Meta descriptions

• Length: Aim for 155-320 characters, with critical information in the first sentence
• Content: Include primary keywords naturally while creating a compelling call to action
• Value proposition: Clearly communicate what makes your product or page unique
• Avoid duplication: Create unique descriptions for each page

A compelling meta description might read: “Our moisture-wicking men’s golf polo shirts keep you dry through all 18 holes. Available in 12 colors with free shipping on orders over $50. Shop our performance collection today!”

This description includes keywords, highlights benefits, mentions a promotion, and ends with a clear call to action—all elements that boost click-through rates.

Meta keywords

While less influential for rankings, meta keywords can still serve internal organizational purposes:

• Use BigCommerce’s Tags field for keyword lists (brand names, MPNs, product synonyms)
• Avoid keyword stuffing; focus on relevance
• Consider using for internal search functionality

According to Zentail’s BigCommerce SEO best practices, meta keywords have minimal impact on Google rankings but can be useful for organizing your product catalog internally.

Common meta tag mistakes to avoid

1. Generic titles and descriptions that fail to differentiate your products
2. Keyword stuffing that makes your meta content read unnaturally
3. Duplicate meta tags across multiple pages
4. Ignoring mobile character limits, causing important information to be cut off
5. Outdated information that doesn’t reflect current product offerings or promotions

A common mistake is creating a template for meta descriptions and using it across all products with minimal changes. For example, using “Shop our [product] at great prices with free shipping” for every product page dilutes the uniqueness that search engines value and misses opportunities to highlight specific product benefits.

Measuring meta tag effectiveness

How do you know if your meta tag optimizations are working? Monitor these metrics:

• Click-through rates (CTR) in Google Search Console
• Bounce rates for pages with optimized meta tags
• Conversion rates from organic search traffic
• SERP positions for targeted keywords

If you notice low CTRs despite good rankings, your meta descriptions likely need improvement to better match search intent. For instance, if your product page for “waterproof hiking boots” ranks well but has low clicks, your meta description might not effectively highlight the waterproof feature or fail to address common customer concerns about comfort and durability.

Frequently asked questions about meta tags

Are meta keywords still useful for SEO?

While Google has confirmed they no longer use meta keywords for ranking, they still have limited value for internal organization and some minor search engines. Focus your primary optimization efforts on title tags and meta descriptions instead, as suggested by HigherVisibility’s BigCommerce SEO guide.

How often should I update my meta tags?

Review and refresh meta tags:

• When product details change significantly
• During seasonal promotions
• When targeting new keywords
• If CTRs are underperforming

For seasonal businesses, consider updating meta descriptions quarterly to highlight relevant seasonal benefits. For example, a clothing store might emphasize “summer styles” in June and “fall fashion essentials” in September.

Should meta descriptions match on-page content?

Your meta descriptions should accurately reflect page content but don’t need to appear verbatim on the page. Focus on creating compelling summaries that encourage clicks while maintaining relevance to the actual content. As GrooveCommerce points out, meta descriptions serve as “ad copy” that drives clicks rather than direct ranking factors.

What tools can help with meta tag optimization?

• BigCommerce Analytics for keyword insights
• SEMrush or Google Keyword Planner for keyword research
• Google Search Console for CTR and performance data
• Screaming Frog for auditing existing meta tags across your site

Taking your BigCommerce SEO beyond meta tags

While effective meta tags are crucial for SEO success, they’re just one part of a comprehensive strategy. For BigCommerce stores looking to dramatically increase organic traffic and sales, implementing a content strategy that complements your product pages is essential.

Many store owners find that maintaining consistent, high-quality content creation is challenging alongside running their business. This is where solutions like CrocoAI’s automated SEO content creation can help BigCommerce stores scale their organic traffic without the manual effort typically required.

By implementing these meta tag best practices and considering how they fit into your broader SEO strategy, you’ll be well on your way to improving your BigCommerce store’s visibility, click-through rates, and ultimately, your conversion rates from organic search.

Remember that meta tags are your store’s first impression in search results—make them count by clearly communicating value and relevance to both search engines and potential customers.