The meta description plays a crucial role in search engine optimization (SEO) and capturing the attention of potential visitors. When someone conducts a search on Google, the meta description appears below the page title in the search results. It serves as a concise summary of the page’s content and acts as a persuasive snippet that entices users to click through and visit your website.
Crafting an effective meta description is essential because it determines whether users perceive your page as relevant to their search query. It is your opportunity to make a strong first impression and stand out from the competition. A well-written meta description should be concise, compelling, and accurately represent the content of your page.
So if you’re wondering how to write a meta description, you’re in the right place! Learn how to write effectively by reading this impactful meta description tips blog post.
Create a Meta Description
Our first piece of advice for writing a meta description? Ensure that they appear on every page of your website!
According to Backlinko, pages with meta descriptions receive nearly 6 percent more views on average than those without.
If you do not have a meta description, Google will select content that it believes answers a user’s query. The problem is that Google does not understand your website or business as well as you do, so it may make mistakes. This decreases the likelihood that prospective consumers will navigate through to your website.
Writing a meta description for every page on your website may seem like a time-consuming and difficult endeavor, but it is well worth the effort. And remember, if you require assistance composing a decent meta description, our team is available to assist you.
Create Unique Meta Descriptions
Once, we assisted a company with a large website with its SEO. The presence of a meta description on every page was one of the first things we noticed.
It sounds great, right?
The only issue was that every meta description was identical, from the initial letter to the final period.
When writing meta descriptions online, you may believe that using the same meta description for each page will save time. Cut and paste, task done.
However, creating a meta description is an excellent method to highlight your individual pages and provide prospective customers with additional information. Think of it as an appetiser you serve to search engine users before they delve into the website’s main course.
In addition, if two or more of your pages rank on the same page of Google with the same meta description, users may not visit your site because they may believe you have not made an effort.
Keep it Brief
If you search for “how to write a meta description,” the length of the description will be among the first results.
Unfortunately, there is no conclusive response. Pixels, not characters, determine the duration of a meta description, and different search engines recommend varied lengths. Google announced in 2017 that it would expand meta descriptions from 160 to 320 characters, only to reverse its decision a few months later!
We recommend no more than 160 characters; any longer and you risk having your meta description cut off.
Here are a few of our top recommendations for writing concise and engaging meta descriptions.
- Use numerals as characters (e.g., ‘7’ instead of’seven’) and ampersands (‘&’) in lieu of ‘and’.
- Avoid unnecessary words such as’very’ and’really’
- Use active voice rather than passive. This not only makes your meta description more succinct, but also more engaging.
- Trim the fat. Only concentrate on the most important message you wish to convey to consumers, and do not be hesitant to get right to the point.
- Include the most essential information first in the meta description. Thus, users will be able to view the essential information if connectivity is lost.
Use a Call-to-Action
A call-to-action is a phrase or expression that encourages a consumer to perform a specific action. For instance:
- Find out more
- Buy now
- Sign up
Including a call-to-action, typically at the conclusion of your meta description, can encourage website visitors to click on your link.
Not positive how to compose a compelling meta description?
Why not A/B test description copy for paid advertisements first? Once you’ve received enough views, you can examine the data to determine which ad copy received the highest Click Through Rate (CTR) and which users responded positively to. Utilizing the winning Ad copy and CTA in the meta description of the page.
While it is essential to entice consumers to engage on your meta description, you should also encourage them to remain on your site.
If you use deceptive language to entice customers to visit your website, they will enter but quickly leave. Not only does this damage your company’s credibility, but Google may also interpret this as a sign that your website is unreliable and untrustworthy. This indicates a prospective search engine result placement.
In the long run, your prospective customers will appreciate your candor and transparency.
Show off Your Unique Selling Point
When your website appears in search engine results, you will be competing with thousands, if not millions, of websites for that all-important click.
You must construct a meta description that distinguishes you from the competition. This is easier said than done when you only have 160 characters.
- What your unique selling proposition is relative to that of your competitors
- How you can add value to the lives of prospective customers.
Search for your desired keyword on Google or your preferred search engine and view the resulting meta descriptions. Which ones have you clicking?
You can use this information to assist you in writing appealing meta descriptions for your target audience.
Write for Humans, not Search Engines
When composing meta descriptions, many writers fall victim to the same pitfall. They force several target keywords into their descriptions, producing content that sounds robotic and lacks coherence.
Consider your meta description as you would any other piece of content, such as a blog post, landing page, or email. The most effective content employs keywords sparingly and is conversational, welcoming, and informal. Try to use no more than two primary keywords.
Imagine you are explaining your meta description to a friend if you need assistance writing one. How will you construct a meta description that they can both comprehend and identify with?
Need assistance with composing meta descriptions? The team at Bubblegum Search is available to assist you. We work diligently to comprehend your business and objectives, crafting a meta description that distinguishes your brand in search engine results.