How to Write Compelling Meta Descriptions That Deliver Results
Meta descriptions are those blurbs that you see under URLs in search results. These descriptions provide a quick, convenient preview of the contents of the web page. A well-written meta description will entice the search engine user to click on one URL over another.
To convince users to click on your page, here are some tips for writing compelling meta descriptions that will deliver results:
Use Keywords
You should have an established primary keyword that is used in important areas like headings and meta tags. This keyword should also be used fairly frequently throughout your content.
Since your target audience will likely include this keyword in their search, it should also be used in your meta description. It sends a clear signal that your audience can find information relating to this keyword on your site.
Provide Value
The most important function of your meta description is to provide value to the search engine users. They use these descriptions to decide whether clicking on your site will be useful or a waste of their time. They want a simple, clean summary of what they will find so that they can easily make that decision.
When you write your meta description, think of the person you’re trying to attract. What answers are they looking for? What information do they need about your business? Write the description as if you’re writing to them directly.
Start with the Most Important Information
Google’s meta descriptions allow for approximately 158 characters on a desktop. This is shortened to about 120 characters on mobile. Since you don’t know how the user will be viewing this information, start your meta description with the most vital points. If you can convince the user to click on your URL early on, it’s alright if they can’t see those last 40 or so characters.
Write a Meta Description for Each Page
Don’t reuse the same meta description for multiple pages. Each page has a unique purpose and provides unique information. As such, it should have a unique meta description.
If you’re trying to write a meta description that will apply to all pages of your website, it will be too general or maybe even inaccurate. In those cases, you’re not really providing value for your audience.
Don’t be Sneaky
Don’t write meta descriptions that aren’t accurate just to get clicks. If you tell users that you have an answer to their question, but your page doesn’t actually contain the information they need, they’ll leave just as fast as they came.
Clicks aren’t everything. If a customer comes to your page, sees that it isn’t useful, and leaves, that’s not a success. This customer didn’t get what they needed and they may not trust your brand going forward.
Your meta description will help you get more clicks, engagement, and conversions if written well. Remember to be honest, be concise, and provide value. In doing so, you will build healthy, lasting relationships with your audience that will help your business gain the attention that it deserves.
