In our recent post, we tackled why meta descriptions should be given more attention and the common mistakes website owners commit with meta descriptions.
Today, let’s look take it a step further with improving the way we write meta descriptions. It has been confirmed many times by Google that meta descriptions do not directly affect ranking nor do they use it in their algorithm. But what it actually does is entice users to visit your website. In short, meta descriptions are there to improve click-thru-rates (CTR). On the other hand, the more people click on your link, and the longer they stay on your website tells something about the relevancy of your content -- which affects your rank. That being said, it is important to make sure to have well-written meta descriptions.
Here are simple ways to improve the way you write meta descriptions.
1. Write meta descriptions that look natural and written for humans. Since meta descriptions are not meant to rank your site, there is no need to stuff it with keywords. The priority is to make them logical and coherently-written sentences. When one is searching for something on the web, there is a chance that person wants to find it quick so readable content that targets keywords will do the trick.
2. Write specific meta descriptions. There is no need to include elaborate words; a better way to write meta descriptions is in specific details that match the content of the page.
When searching for “creative laptop skins,” the third result below will seem to work for many. When you use the keyword “creative,” you are probably looking for something artistic. So the words, “canvas,” “original artwork” and “artists” in the same sentence may look appealing and enticing at the same time specific to what the query is looking for.
3. Make your customers the focus of your meta descriptions. Always write with the customer in mind. Make them naturally appealing, talk about your customers, and solve their problems. Avoid talking about your business.
4. Include a call-to-action to your meta description. You can differentiate a clear, respectful CTA over aggressive and pushy ones. A good call to action will guide your customers through the next step if they are interested in what you offer. That being said, your CTA should usher your customers to more relevant content in your site. And once they're in, take the chance to make a seamless experience all throughout their customer journey.
In the meta descriptions above, example 1 writes about the many features offered by the photobook maker so the call-to-action “Learn more.” is appropriate.
1. Write meta descriptions that look natural and written for humans. Since meta descriptions are not meant to rank your site, there is no need to stuff it with keywords. The priority is to make them logical and coherently-written sentences. When one is searching for something on the web, there is a chance that person wants to find it quick so readable content that targets keywords will do the trick.
2. Write specific meta descriptions. There is no need to include elaborate words; a better way to write meta descriptions is in specific details that match the content of the page.
When searching for “creative laptop skins,” the third result below will seem to work for many. When you use the keyword “creative,” you are probably looking for something artistic. So the words, “canvas,” “original artwork” and “artists” in the same sentence may look appealing and enticing at the same time specific to what the query is looking for.
3. Make your customers the focus of your meta descriptions. Always write with the customer in mind. Make them naturally appealing, talk about your customers, and solve their problems. Avoid talking about your business.
4. Include a call-to-action to your meta description. You can differentiate a clear, respectful CTA over aggressive and pushy ones. A good call to action will guide your customers through the next step if they are interested in what you offer. That being said, your CTA should usher your customers to more relevant content in your site. And once they're in, take the chance to make a seamless experience all throughout their customer journey.
In the meta descriptions above, example 1 writes about the many features offered by the photobook maker so the call-to-action “Learn more.” is appropriate.
In example #2, the provider talks about how photographs can be creatively turned into different photo books so the call-to-action “Get Started” is an invitation to get creative with users’ photos and entices them to start using the site.
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