You may have noticed that, when you google something, many search results have no content under the link. This means that these web pages don’t have meta descriptions, and if your website doesn’t have meta descriptions, you’re missing out on a goodopportunity to improve your rankings. Meta descriptions allow you to grab users’ attention and persuade them to click on your links, which makes them valuable for SEO.
Although many marketers overlook meta descriptions when they optimize websites for SEO, the lack of meta descriptions can make you lose viewers, traffic, and leads. Fortunately, adding meta descriptions to your pages is easy. At the same time, you must make sure that your meta descriptions are effective.
An ideal meta description should contain 50-160 characters and be descriptive. It may be useful to remember the way you used to write academic papers in college in case you completely lost your writing skills. Much like a short essay, an ideal description has to be brief, yet focused and cohesive. LegitWritingServices may help you pick a decent writing service for any task you may have, including articles for your blog and descriptions. In this article, we will consider meta descriptions in more detail and share some tips on how to write descriptions that will boost your rankings.
A meta description is a snippet of a web page that is displayed below the link in search results. This element of the HTML code provides search engines with additional information about the website. Meta descriptions perform several purposes, both describing the content and persuading users to visit a link. They also act as a form of advertisement, showing users what value your website provides.
To add a meta description to your web page, you will only need minimal knowledge of HTML. All you have to do is add a little piece of code between the <head></head> tags. Here’s what this code looks like:
<meta name=”description” content=”Here you can write your compelling meta description”>
You can also use various types of SEO software, including SEO plugins for WordPress, which enable you to insert meta descriptions in just a few clicks. A description isn’t the only meta tag you can use. For example, you can also use meta keywords. Although Google emphasizes that it doesn’t use meta keywords in website ranking, this tag can still be useful. For instance, you can use it for keywords with typos that might match search queries and that you wouldn’t include anywhere else on your page.
Although meta descriptions are very important for SEO, their role isn’t obvious. They can be a very effective tool for improving click-through rates through organic search because they help understand what results are most relevant, authoritative, and helpful. At the same time, search engines don’t take into account meta descriptions when ranking websites. However, even though the content of your meta descriptions isn’t interesting for search algorithms, they take into account click-through rates.
Meta descriptions are very important for search because all the words that match the search query are displayed in bold. According to Google, users should decide how relevant content is, and this is the main idea behind Google’s approach to ranking. This is the reason why users see the words they’re looking for in meta descriptions when searching for something. Therefore, you should use this opportunity to attract your audience’s attention.
Meta descriptions appear not only in search results. For example, you can see meta descriptions when somebody shares links to websites on social media. Although SEO doesn’t matter in this case, meta descriptions still influence traffic and click-through rates because people may or may not click the link depending on what they read. In other words, no matter where people see your link, you need them to click on it, and meta descriptions can help you with it. The main thing is to make your meta descriptions compelling.
- Use keywords
The fact that Google doesn’t take into account meta descriptions when ranking websites doesn’t mean that you should forget about keywords. Of course, you don’t need to be as concerned about keywords as when SEO-optimizing the content of your pages, but you should still use them in a natural way. Relevant keywords will help you stand out in search results because they will be visible to users.
- Keep it short
First of all, Google only displays up to 130-160 characters as a snippet. Therefore, your meta description shouldn’t exceed 160 characters, and if you want to optimize your meta descriptions for mobile, 130 characters are a better choice. Secondly, keep in mind that people have an incredibly short attention span — just eight seconds. Therefore, any selling or persuasive content should be short and straightforward.
- Stick with action-oriented phrasing
When writing copy for sales, the best solution is to stick with the present tense and choose an actionable language. We recommend that you approach meta descriptions in a similar manner. Make sure that your meta description indicates what your audience should do and what they will get from clicking on your link. Let your audience know what will happen when they visit your page. For instance, you can use such words as “read,” “learn,” “discover,” “find out,” etc.
- Make it intriguing but honest
Given that a meta description’s main purpose is to motivate people to click on your link, you may feel tempted to promise something that your content won’t actually deliver. However, people should not only visit your page but also stay on it. If your meta description is too good to be true, it may increase your click-through rate but it will also increase the bounce rate because users will quickly leave your page. Therefore, we recommend that you be honest and clearly indicate what your page is about.
- Provide a solution
When people search for something on Google, they are looking for answers and solutions. Therefore, make sure that your meta descriptions give users exactly what they’re looking for. At the same time, you should keep in mind that there are hundreds of websites that might offer the same content so your meta description should also be unique.
Although your meta descriptions don’t have a direct impact on your performance on search engines, their indirect impact is significant. Good meta descriptions can boost your click-through rates and help your audience understand what exactly they can learn and how exactly they can benefit from clicking on your link. We hope that our actionable tips will help you craft compelling meta descriptions that will bring more organic traffic and improve your rankings.
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