While meta descriptions may not directly impact your search engine rankings results like they once used to, they still offer something that is just as important and can play a crucial role in increasing your websites’ user click-through-rate.
In turn, Metas can help your rankings soar and increase your businesses’ visibility in the digital realm.
In this article you’ll learn: What a meta description is, how to write one your audience can’t resist, and see 5 great real-life examples!
What is a Meta Description?
A Meta Description is an HTML attribute that is added into your webpage coding which allows you to describe that specific page. The Meta Description is what Google reads to understand what each of your pages about, to then understand your website and business as a whole.
The meta description also appears below the title tag on an SERP (search engine results page) and is a chance for you to entice users with more info while also including optimal keywords to increase your click-through rate (CTR).
The easiest way to add/edit your meta description to your website without having to add in hard coding is by using a plugin such as Yoast SEO with WordPress.
How to Write Compelling Meta Descriptions?
Write for Optimal Length
The optimum length for a meta description is between 100-160 characters. This is because Google usually cuts off descriptions that are past the 160-character limit.
The purpose of writing any meta description is to describe the page as best as possible, while also making it easy to read and secretly compelling to all readers.
Write Captivating Copy
Meta Descriptions are the elevator pitch for your page.
Your main goal when writing a meta description is to sell the reader the content on your page thereby getting them to click on it.
When writing a compelling meta description it’s important to think of it as a one-time sales pitch. Use important keywords along with words that would match a search query. Google and other search engines bold search query words when they’re used in a meta description. This can draw the eyes of users and give you that much more of an edge.
Don’t Overuse Target Keywords
Although adding keywords into your meta descriptions is important, a meta description should be compelling and easy for users to read while also being strategic.
Use target keywords for that specific page, but don’t overuse them.
It’s important to use keywords in an intelligent way, meaning you want it to sound as natural as possible where it doesn’t come off as spammy.
Do not overstuff your meta description with keywords if it doesn’t read naturally or doesn’t make sense. Confusing users will only lead to a lower CTR and less traffic for your site.
Include A Call-To-Action
Meta descriptions are all about increasing your CTR by enticing users.
As mentioned earlier, your meta description is your sales pitch for your page. However, unlike a storefront, your product is your page and getting people to select it among others.
For example, by using a call-to-action such as Learn More, Get it Now, Get A Free Quote, you entice your reader to click on your link.
Make Sure It Matches the Content of The Page
This is crucial.
If your meta description does not match the content on your page, Google could penalize you for tricking users to visit your page. For example, if your page is about “social media marketing” don’t write a meta description about email marketing.
On top of that, misleading users to visit your page will most likely increase your bounce rate.
Although your goal is to get more clicks to your page, the last thing you want is for various people to leave within seconds of visiting. Not only does this look poor on your analytics, but it also lets Google know that this page does not match public search queries and it will end up costing you spots on the SERP as well.
5 Great Examples of Meta Descriptions
Each example below demonstrates real companies and businesses that have created great meta descriptions. Each example has unique meta descriptions that are captivating for users, have a call-to-action of some sort, and stay within a 160 character limit.
These are the kind of meta descriptions that will make sure your CTR thrives.
Use these tips to win readers over with your meta descriptions and achieve a higher CTR.
After all, you’ve put effort into making each page helpful and valuable for your readers, so put that same thought into getting people to land on the site.
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