If you’re looking to increase your organic SEO rankings, meta descriptions might be the answer. That is, if they are written well! A great meta description should compel users to click on your page in the search results to learn more. It should also contain keywords to boost your SEO.
What are Meta Descriptions?
Meta descriptions are 160-character snippets used to summarize a web page’s content.
- Search engines display these snippets in search results to let visitors know what a page is about before clicking on it.
- They are also an important factor in where your website ranks in the search results.
A/B Test Your Meta Descriptions
This will help you determine what drives more engagement without doing anything permanent or drastic in your site’s design itself.
- Run two meta descriptions for each page, and compare which version earns more clicks using Google Analytics. Then, use that information when crafting new meta descriptions.
Make Your Meta Descriptions Unique and Interesting
Use eye-catching words or phrases that will grab attention such as “shocking,” “hilarious,” or “life-changing” to attract readers.
- Make sure the description matches the content of the page.
Do Not Duplicate Meta Descriptions
Write unique meta descriptions for each page
- This increases the probability that search engines and other browsers can understand what content is on a page and how it compares to other pages
- Duplicate meta descriptions can have negative effects on your website as they make it difficult for meta description crawlers to crawl your site
Include a CTA in Your Meta Descriptions
This helps readers understand what the page offers and what they can expect if they click.
- CTA can be used to sell a product, offer an email sign-up, or direct readers to your social media pages.
Examples of Great Meta Descriptions
Best examples of meta descriptions come from search engines themselves
Focus on Value
When someone reads a meta description, they should be able to understand what is on offer and whether it is worth their time.
Experiment With Character Length
Meta descriptions are limited to 150 characters. Going over this length will result in your meta being truncated in the search results, which means users won’t see any content after the cut-off.
- Try not to exceed the recommended character length as it can negatively affect your rankings.
Conclusion
Meta descriptions are an important part of your onsite SEO. They should be compelling, descriptive, and unique to each page.
Why Are Meta Descriptions Important?
Meta descriptions help increase click-through rates, which in turn will boost your conversions and sales.
- Improve indexing so you rank higher on search engine results pages (SERPs).
- Make it easier for visitors to find the content they are looking for without scanning page titles or meta tags.
Include Keywords in Your Meta Descriptions
This helps search engines understand the page and better rank your content
- It reassures users that the page covers the topic they are interested in.
- Avoid keyword stuffing in your meta descriptions or you risk a search engine penalty.
Implement Structured Data
Structured data meta tags are HTML tags you can add to your website to provide additional context for search engines and social media platforms.
- Most common types of structured data include business name, address, phone number, email address, product description with price points, an image URL and a Twitter handle.
