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The number of search results for companies I found most lacking had one thing in particular. That is how to write an effective meta description.
The meta description is your chance to get a searcher to visit your site on search engine results pages. That is something that digital marketers often overlook because they believe it no longer matters.
If you don’t put work into your meta descriptions, you may be missing out on quality website traffic.
It can bring in a lot of new leads and customers.
So, how can you start creating meta descriptions that can attract searchers to click?
Write like you’re a true salesperson. Let me explain how!
How To Write An Effective Meta Description
What is Meta Description?
Meta descriptions have a considerable impact on search results. A meta description is the information snippet that appears below the search result link.
Its goal is to describe the page’s contents to the searcher. The ultimate goal is to entice the searcher to come to your website. Any words in the description that match the search keyword are highlighted in bold.
The image below describes the basic structure and function of a search result, including the meta description.
Only a few people might scroll down to the bottom of the page and click a result there for a given SERP.
The percentage of clicks decreases as you go down the page. A more relevant result is at the top of search engine result pages (SERPs).
So, if your result is near the bottom. Or not even on the first page of the results, you have to work hard.
It highlights the importance of having a detailed, relevant, and eye-catching meta description.
Although, if you’re at the top of the SERPs, the same concept applies. You want your meta description to be interesting and appealing so that the searcher doesn’t scroll to stare for another result.
The better your meta description, the more likely you have search click-through rates.
Can it be True that Meta Descriptions Search Engines are Considered a Ranking Signal?
Google says meta descriptions aren’t an official ranking factor. Yet, the quality of the description will increase the click-through rate. Thus, it is important to use it effectively.
How to Add the Meta Description?
You can add your meta description in the <head section of your website’s HTML. That’s what it should look like:
<head>
<meta name=” description” content=” Enter your meta description here.”>
</head>
You should have full control over your meta description in your CMS if you are using WordPress.
Suppose you use a WordPress SEO plug-in, like Yoast or Rank Math. You can add a meta description to the ‘meta description’ field, and it allows you to preview how it will appear in search engine results pages (SERPs).
Why are Meta Descriptions Important?
A meta description can affect a searcher’s decision. No matter, people click on your web pages from the results pages. The more descriptive, intriguing, and relevant the description you have, the higher the chances that someone will click through.
How to Write Good Meta Descriptions?
Writing meta descriptions is a tangible practice in excellent sales copywriting, and it should do all in its power to persuade someone to make that choice and click.
A great meta description encourages visitors. So that your website provides the best answer to their query, but, to provide the best results, you must first understand what people are searching for.
We aim to persuade the searcher to click while ensuring accuracy. So that expectations are fulfilled.
Here, you’ll learn how to write a seo-friendly meta description that is specific, relevant, and noticeable to searchers.
Use action-oriented language.
Action-oriented phrasing is perfect for a call-to-action copy. If you think about it, it is exactly what a meta description is, as it tells the audience exactly what visitors can do if they click.
You should start your meta descriptions with words like “Learn,” “Discover,” or “Grab”. And then follow up with specific details about what they’ll get if they click.
Include keywords your target audience is looking for.
Google doesn’t use keywords in meta descriptions for ranking purposes. But when you perform the SERP research, you will find the keywords highlighted in the meta description.
That means it can lead your reader to the most relevant result that will answer their query.
Why?
Because the searcher is looking for search results that are relevant to their search.
But it depends on whether that result matches their goal and what they are looking for.
If your meta description matches their intention, then any other result appears. You’ve gained the upper hand in getting your targeted audience’s attention long enough to click on that result.
As a result, Google highlight when displaying your results against that user’s query.
Offer a solution or a benefit.
Persuade the searcher of the benefits they will receive if they click on your link. The last thing anyone wants to do is to click the ‘Back’ button.
As what they clicked on won’t match what they wanted in the first place. So you don’t want if you’re concerned about your website’s bounce rate.
Write a short sentence previewing the content or explaining. That is why the searcher should read your post.
If necessary, give them the clear benefit of clicking through and reading your blog. That is your turn to persuade users of the benefits of what you have to offer: informed, relevant content.
Make use of trending social headlines to create your description.
When it comes to identifying what is trending and what isn’t working in practice. With your target audience on social media. As a part of your strategy, you should follow your industry’s top influencer accounts.
And also industry firms.
Practice enough. And analyze what’s currently trending topics based on your meta description’s phrases. That one thing might help you to decide what’s best for your page.
Limit your meta description to 155 characters or less.
A meta description should be no more than 155 characters in length, and Google measures in pixels instead of text. That is, beyond a specified width, it will cut off a meta description.
The reason we recommend 155 characters is to set a standard for marketers to follow. You should also want to use tools like SEOmofo’s a very helpful tool to double-check the length of your meta description and title tags.
Do not mislead searchers.
If your meta description misleads your audience. With content unrelated to what users should expect. Then, expect the searcher to click the ‘Back’ tab again.
Some meta descriptions are keyword-heavy, and it is undesirable, and most likely stemming from outdated SEO knowledge. When people and search engines find keyword-stuffed content, it brings many possible risks and reduces a searcher’s trust in your content.
Update your meta descriptions for older posts and pages.
When you have outdated content on a website, at that time, updating your meta descriptions can be helpful to the site. It might be an excellent strategy to increase traffic to older pages.
Additionally, by refreshing your meta descriptions, you may gain engagement from social media if you refresh all your meta descriptions. Then, you can re-share and gain better visibility from older content.
Make it specific and relevant.
Even though they do not know exactly what a meta description is, whenever the average searcher sees an expected, generic meta description in the SERPs, they consider it.
That’s why it’s important to choose descriptive words rather than needless “fluffy” words. Also, do your best to engage with your intended audience. And let them know what they’ll get if they click through on your search result.
You would like to write about what your readers are interested in, not try to push them to enter your sales funnel.
Examples of Great Meta Descriptions
So, what makes a good meta description?
Here are a few examples:
1. Earth Trekkers (Search term: "travel inspiration")
- This Earth Trekkers result, which ranks for the search term “travel inspiration,” does an excellent job of satisfying the search query while also selling the brand.
2. Hello Fresh (Search term: “recipe box subscription”)
- This Hello Fresh result, which ranks for the search query (“recipe box subscription”), takes a different strategy by using short, snappy sentences to make it enticing. It also provides more information, not just about the brand’s high-quality ingredients and variety of recipes.
3. Quillbot (Search term: “best paraphrasing tool”)
- In this Quillbot result that ranks for the search term “best paraphrasing tool”), they explain to their targeted audience how this tool helps millions of people write engaging content for their needs. It also describes the AI technology used to build this tool.
Not every variety of meta description is ideal for every industry. That’s when testing, and evaluating your result. And implementing changes based on these come into consideration.
Optimize the meta description for your web pages, right down to the pages and posts that your users will see. Also, always keep the user’s intended or desired outcome when implementing the optimizations. As mentioned above example.
What You Should Not Do with Meta Descriptions
I’ve outlined almost everything you should do when writing and implementing meta descriptions. There are a few things you should avoid when doing meta descriptions.
Suppose you do not include a meta description for the pages you want to rank. Then, Google will show a piece of text from your page’s first paragraph.
If the same text consists of a search keyword, it will be highlighted in bold. So, what is the problem with this? That is, you will not be able to sell to your potential buyers. What marketer would miss the chance of such an opportunity?
And, once again, I’ll repeat it because it’s necessary to keep in mind the said point. Like, cramming keywords into your meta descriptions will not help you.
These descriptions should focus on giving clear and straightforward copy describing your webpage. So, avoid overwhelming words because you believe they will be what your audience wants to see. Nobody likes it when they notice keyword stuffing.
Your meta description is your attempt to convert prospects into customers, and it’s your website’s short sales pitch.
Many businesses overlook this. As a result, they lose an important opportunity to improve click-through rates. Create an appealing meta description for your website to persuade people. So, they can choose you over your SERP competitors.
Do you have any comments and questions on optimizing for search results? Please feel free to leave them in the comments section below. I will gladly help you further.
