A great SEO agency can get your website ranking on the first Search Engine Results Page (SERP), but what’s going to encourage users to click on that link? In many cases, it may very well be meta data.
The meta description, specifically, is what Google normally shows. This is usually around 150-160 characters in length, so there isn’t much room to write. As such, the right meta description makes a big difference. Here are 5 easy tips for writing the perfect description.
With many SEO services, the right keywords count for a lot. With a meta description, you don’t want to cram these in. Instead, try and focus on the primary keyword, as the rest of the room can be used to embellish this point and make creative text.
This is something that will be figured out ahead of time when planning out any website. For landing pages, product pages and other important listings, a respective, high ranking keyword will likely be chosen. For blog posts and other less important pages, it’s easier to dip into some long tail keywords to spare the link juice.
Actionable And Present
Keywords aside, good meta descriptions need to be actionable. A great way to do this is to keep everything in the present. Don’t say “we can deliver” when you can simply say “we deliver”. The latter saves space and removes any potential doubt.
A Call To Action
Likewise, give the reader a reason to click the link. A call to action can be a very powerful motivational tool, encouraging people to click through when they otherwise would not. Tell people to “browse now” or “click here for exclusive offers” - so long as what you say is true – and they’ll have an extra reason to give your website a try.
Also known as the active voice, it is keeping things in the present that lets readers know your website is still active and worthwhile.
Don’t Trail Off
When you only have around 150 words to play with, space is limited. Yet you should never trail off or leave something unfinished. This looks bad on the SERP listings and doesn’t entice readers as much as a complete description does.
Again, this is where a call to action is useful. Typically, these appear at the end, so readers know it is finished. “Buy now!” sounds much better than “Buy tod...”, for example.
Keep It Unique
With larger websites, it’s quiet easy to run into duplicate content – this also applies to meta descriptions. This is something that can easily occur on commercial websites, where similar products may naturally have similar descriptions.
Fortunately, there are a variety of tools, such as SEO Screaming Frog, that can help detect duplicate content, including the meta description. This will avoid any Google penalties, as well as ensuring any content doesn’t look duplicated, should it appear close together on the SERPS results themselves.
As you can see, there are some very easy yet effective ways to perfect your meta descriptions.