“Notice the small things. The rewards are inversely proportional.”- Liz Vassey
There are many ways to help your SEO strategy but many people focus on the bigger picture (Optimizing your content) and overlook the small team players that play a big part in the whole SEO process. One of those aspects being the meta description.
In this article, I’m going to explain why you need a meta description and how to create one that will bring an insane amount of traffic to your website.
What is a Meta Description?
A meta description is a summary of a page’s content that appears when a user conducts a search on Google. They are located under the title tag and URL as shown in the image below.
Why Meta Descriptions?
Meta descriptions aren’t the primary factor of your webpage ranking on Google however great meta descriptions have shown a higher click-through rate. If you have a high CTR Google will consider your content to be reliable.
You can think of a meta description as a pitch as to why a user should visit your website rather than the other options they have to choose from. Attention spans are at an all-time low and your meta description is meant to get users to click.
How to write a BOMB meta description?
Writing a meta description is no different than writing copy for an Ad. Since the user is searching you know for a fact that they are trying to solve a problem.
But does your webpage solve their problem? Your meta description should consist of why and how.
Why: What are you providing them with? How ill they benefit from visiting this page?
How: What do they have to do to get involved? Give them a call to action.
What to do with Meta Descriptions:
- Your meta description should be between 75 to 155 characters.
- Make sure the description is optimized to your target market’s buyer persona.
- Make sure your meta description focuses on how and why your content will solve the customer’s problem.
- Use targeted keywords.
- Make sure that your meta description matches the content.
What not to do with your Meta Descriptions:
- Don’t copy and paste information from the webpage into your meta description because most likely it won’t be enticing enough to grab the attention of who you are trying to reach.
- Don’t leave your meta description blank because Google will pull random content from that page and use that as the meta description.
- Never, ever use the same meta description for every webpage on your site.
Great Meta Descriptions Examples
I now will show some examples of great meta descriptions.
Pulls The reader in
Explains how the user benefit from visiting the website
Has a Call To Action
WOW I need to go back and edit my descriptions
Like most people, you are probably reading this and like oh man I need to redo all of my meta descriptions. If you don’t have time to do that don’t worry we got you.
If you don’t have time to go back and recreate every meta description you can create descriptions for your most important URLs such as your homepage and other popular pages you may have. To see the rankings of your pages use Google Search Console.
Keep everything in this article in mind the next time you create a meta description for a web page on your website.
Remember a meta description is what sells your webpage to a user. The more users that click on your snippet the more traffic you will get your webpage.