Meta Descriptions – What Are They, and How Do They Work?
Ever stopped to think why some search results cut through the noise and others fall into the background? Well, it could very well be due to a small but powerful chunk of text called the meta description. These short lines of text appear below page titles in search results and might very well be the difference maker between a click-through and a scroll-on-by. Chit-chat enough, though, let’s get started!
What are Meta Descriptions?
A meta description is a concise descriptive summary of the contents of a web page shown on search engine results pages (SERPs). It’s your sales marketing pitch for your web page—you have only a few seconds to persuade someone to read your content.
These are two or three lines of text below the blue link title when you search on Google. You don’t have any direct control over your search rankings with these, but they do have a very strong influence on whether or not people will even click on your link.
Why Meta Descriptions Are Important in SEO
Your meta descriptions are your gateway to your potential buyers. When somebody is looking for something, they skim quickly over the results in an effort to choose the most suitable and interesting one. You actually can drive your click-through rate (CTR), or the number of people who click on your link after having seen it on search engine results, a lot higher by having a well-written meta description.
Higher click-through rates give a positive indication to the search engines regarding the quality and relevance of your content. Though meta descriptions are never included in ranking, higher traffic and the resultant engagement rates indirectly boost your SEO efforts. And this is why marketing specialists such as King Kong pay such close attention to this area.
Major Components of Good Meta Descriptions
Ideal Length
Keep your meta descriptions between 150-160 characters. This will ensure they will be fully visible in search results and will not be truncated. If you go beyond this number of characters, the search engines will cut it off with an ellipsis and may lose vital information or your call to action.
Strategic Keyword Placement
Of course, you should place your target term in your meta description. This term, when queried, is emphasized by search engines, so your entry will be highlighted even further. Avoid keyword stuffing—your description should be readable and provide genuine value to your reader.
Clear Value Proposition
Your meta description should inform readers right away what they stand to gain by following your link. Ask yourself: “What’s in it for me?” Make them imagine the benefit or the knowledge that you are providing.
Top Tips for Writing Effective Meta Descriptions
Use Action-Oriented Language
Start with strong action verbs that drive clicks. Action verbs like “discover,” “learn,” “master,” or “unlock” create value and sense of urgency. For example, “Discover the three must-know strategies that marketers use to double their conversion rates.”
Offer a Call to Action
End your meta description with a clear call to action that tells individuals exactly what to do next. Calls to action such as “Learn more,” “Get started today,” or “Read our full guide” provide guidance and encourage clicks.
Make It Unique
Assign a unique meta description to each page of your site. Having repeated descriptions will confuse the users and the search engines themselves, and reduce your visibility in the search results.
User Intent Addressing
Consider what your target audience is looking for when they search for your target keyword. Are they looking for information, trying to solve a problem, or trying to purchase? Write your meta description based on their intent.
Your Next Steps to Better Meta Descriptions
Meta descriptions are one of those small details that can make a huge difference in your site’s success. They’re your opportunity to make a great first impression and persuade searchers that your content is the very thing they’re looking for.
