One Ahref Research It is revealed that more than 74% of the top ranking pages have meta descriptions. Even though Google has issued an official statement stating that meta descriptions will not affect SEO, they do affect your click-through rate and ultimately determine your ranking.
Think of them as bows and arrows that link all of your website content together. If your meta description appeals to your target audience, they will want to read more. This will then increase your click-through rate, triggering search engine robots to treat your content as relevant.The end result is Ranked very high in SERP.
How to write the perfect meta description to improve your SEO
Avoid repetitive description
The meta description reflects the content of the web page and should be unique for each page. Copying them will only hinder the user experience and may be added to the supplementary results.
The page title may be different, but if the meta description is the same, the search engine will assume that all pages have the same content. This greatly reduces your chances of getting a high ranking and may cause you to be penalized.
You should also avoid copying meta descriptions from other sites, but you can use it as inspiration.
Use keywords related to the page
Optimized meta descriptions usually have focus keywords that are related to the content of the page.For example, if your content focuses on Digital marketing strategy, This should be your main keyword. If it appears in the meta description, Google tends to use it when matching a user query, rather than crawling a summary of the page text.
Search engines highlight key keywords to make your content more attractive to web users and ultimately increase your click-through rate (CTR). Google sometimes highlights synonyms to make your content more prominent.
If your content targets multiple keywords, please conduct keyword research to find the most relevant keywords.
Keep your meta description clear and concise
All your meta descriptions should contain up to 3 sentences and include the target keywords for each page. They should capture the essence of your content in a short way and attract web users to click on your link. Think of it as an opportunity to promote your web content.
Keep meta tags short, compelling and relevant. Misleading descriptions may give you a higher click-through rate, but this usually leads to a higher bounce rate, which can hurt your ranking. You should also avoid filling keywords, as this will only give readers the illusion that your page contains spam.
Professional hacker: A well-written page copy of the first two sentences is often used as a framework for effective meta description tags.
Optimize meta tags for mobile devices
In 2017, Google increased the meta description character limit to 320, but later reduced it As of May 2018, it is 160. Although this sudden drop is unexpected, it is a logical move because Google only displays the 120-156 characters of the meta description.
A lengthy description may leave you a lot of room for content, but it also runs the risk of your description being cut off in the wrong place. Then, this will dilute its influence, thereby reducing your click-through rate.
Desktop meta descriptions are usually around 158 characters, but Google only displays 100-120 characters on mobile devices. If your target audience primarily uses mobile devices, make sure that all important information meets this character limit.
Include call to action
Meta descriptions are like sales copies, the only difference is that you are not selling products, but selling content. This is why you should always make them operable by adding words such as “learn more”, “register now”, “get a free copy”, etc.
A well-designed CTA allows web users to understand their expectations and increase your conversion rate.
Test, monitor and adapt
Don’t be afraid to try various versions of the meta description before getting the meta description that suits you best. Track effective methods and ineffective methods, and then optimize the meta tags for the best results.
Other techniques include:
- Use conversational language; you are writing for web users, not search engines.
- Put the most important information first, because this is the focus of the user’s attention.
- The location of all content should be in the interests of users.
What is the quality of a great meta description?
It’s important to note that sometimes Google will not use your meta tag, but will extract a short paragraph from your content. However, with instructions, you can manage what you want users to see.
Emphasize the benefits of content
Why should users read your content? If your meta description does not clearly highlight the advantages of the page content, then you will not have many link clicks. Internet users are very impatient and you need to convince them that their content will meet their needs.
Your meta description should capture the value users get by clicking on your page.
Stimulate the curiosity of readers
The line between deceptiveness and compulsiveness is very narrow. Keep your meta descriptions real and interesting. They should make readers want to know more without giving them wrong ideas about page content.
If users enter your page and the content is irrelevant, they will leave, resulting in a high bounce rate.
provide the solution
The solution-oriented meta description is always valid. The main reason people use search engines is to find solutions and answers to problems. If your meta description promises that your content will solve this dilemma, then they will be more inclined to click on your website.
Use active voice
The tone and language you use in your meta description needs to consider the motivation of users to visit your page. For example, if your content is about home decoration tips, make sure to use phrases that directly address the issue.
Improve your SERP ranking with optimized meta descriptions
Even if meta descriptions are not heavily weighted in search algorithms, they can still provide searchers with important insights into the content of your website. They also convince search engines that your content is very suitable for users’ queries, thereby increasing your chances of appearing on the first page of search results.
Are you facing the challenge of making your brand visible on search engines? We are happy to help you! contact us Have a quick consultation today.