Overview
A sitewide title tag and meta description matrix, plus product page copywriting, for a Nordic browser software company's global website.
Who This Is For
Software and technology companies with large global websites and many page types. This case is most useful if:
- title tags and meta descriptions are inconsistent, duplicated or missing
- product pages use internal language rather than the terms people search for
- many teams publish pages without shared metadata standards
- you want metadata your own team can maintain as new pages launch
The Challenge
The client's browser website spanned dozens of page types: downloads by platform (Windows, Mac, Linux, Android, iOS), regional and older-device variants, developer resources, error pages, careers, press and business landing pages.
Over time its titles and meta descriptions had drifted: duplicated across pages, written without regard to search-result length limits, or missing keyword targeting entirely. The core Desktop, Mobile and Tablet product pages also needed copy that connected features to what people actually searched for, rather than internal product language.
Our Approach
The team now behind ECM.DEV worked within Making Waves' content and SEO team on the account.
- Sitewide metadata matrix: keyword-mapped titles and meta descriptions for close to 30 page types across download, developer, support, careers, press and business sections, with character counts checked page by page so listings would not truncate.
- Product page copy options: alternative headlines, sub-headlines and feature copy for the Desktop, Mobile and Tablet pages, each tied to existing and potential target keywords.
- A review structure for stakeholders: dated, versioned options the client's marketing team could compare, select and approve before anything went live.
Impact
Close to 30 page types, one standard. Consistent, keyword-targeted titles and descriptions across the page inventory, instead of page-by-page guesswork.
Product copy in the searcher's words. Desktop, Mobile and Tablet messaging anchored to real search terms rather than internal jargon.
A system the client could run. The matrix format turned metadata from one-off copywriting into a structure the client's own team could maintain and extend as pages launched.
Titles and descriptions are often the first copy a searcher sees. A matrix keeps them right as the site grows; ad hoc copywriting does not.
Delivered while employed at Making Waves (later NoA Ignite), as part of the content and SEO team working on the client's global website. Any public information referenced here is used for identification and does not imply endorsement.
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