Meta descriptions are often overlooked in SEO Strategy, but they can significantly impact organic traffic and conversions. These brief text snippets appear below the title tag on search engine results pages (SERPs) and summarize a web page’s content.
Well-crafted meta descriptions can entice users to click on your result, increase your click-through rate (CTR), and enhance your ranking potential. Conversely, improperly written or missing meta descriptions can result in lower CTRs, higher bounce rates, and missed opportunities.
To write more effective meta descriptions, it is essential to follow best practices and guidelines while considering Google’s recommendations. Let’s explore some key techniques:
1. Incorporate relevant keywords
Matching a user’s search intent is crucial when crafting a meta description that demonstrates the relevance of your page.
To achieve this, include relevant keywords that accurately reflect your page’s content and align with user queries. Strategically incorporating keywords helps Google understand the context of your page better so it can rank it accordingly.
However, avoid overusing keywords or implementing them unnaturally in your meta description. Because Google has stated that it does not directly use them as ranking factors. Instead, focus on naturally incorporating meaningful keywords that cater to users’ needs while avoiding generic or vague terms lacking specificity.
2. Mind character limits
When writing a meta description, paying attention to character limits is essential since Google truncates longer meta descriptions with an ellipsis.
Although exact character limits may vary depending on factors such as device type or screen size, aiming for a concise yet impactful range between 50 and 160 characters is generally recommended.
If you write too short of a meta description, you risk providing insufficient information or failing to persuade users effectively.
Conversely, excessively long descriptions may be cut off by Google – eliminating vital words or phrases influencing user decisions negatively.
Crafting compelling copy within the character limit ensures optimal delivery of your main message without truncation.
Consider the following example for a page on resume writing:
- Discover effective resume writing tips, examples, and templates to secure your dream job.
- Learn what employers look for and how to format your resume for success.
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3. Prioritize quality copy
The quality of your meta description’s copy is crucial in creating more effective descriptions. Your copy should communicate your unique value proposition clearly while persuading users to choose your result over others. To achieve this:
- Use active voice instead of passive voice.
- Incorporate powerful words that evoke emotions or actions.
- Emphasize benefits rather than features.
- Include numbers or statistics when applicable.
- Craft questions or statements that spark curiosity.
- Leverage social proof or testimonials when available.
- Conclude with a CTA instructing users on their next steps.
Consider this example for an SEO services page:
> Eager to rank higher on Google and experience increased organic traffic? Our award-winning SEO agency boasts over 10 years of proven results.
This brief copy is 141 characters long and adheres to best practices such as using active voice, power words, benefits-driven language, numbers/statistics, and social proof elements – all while including an enticing CTA.
4. Maintain uniqueness across descriptions
To enhance effectiveness further, ensure each meta description remains original and unique across different pages on your website. Duplicating or using similar descriptions can confuse both users and Google – potentially diminishing chances of achieving high rankings.
Google favors unique meta-descriptions that accurately describe individual pages while providing valuable information to users. Boilerplate or template-based descriptions shared among multiple pages may compromise user experience by appearing spammy or low-quality.
For instance: if you run an online shoe store with various product pages, create distinct meta descriptions for each page to highlight unique features and benefits. Avoid using the same generic description such as:
> Shop our wide range of shoes for men, women, and kids at the best prices. Enjoy free shipping and returns.
This meta-description lacks specificity or differentiation among products – potentially misleading users. Instead, focus on crafting specific descriptions that captivate visitor attention while highlighting unique attributes.
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