Do you know what SEO (Search engine optimization) is? It is about optimizing the pages of your website for search engines to improve their positioning in search results, and on specific keyword queries. It is possible to improve the SEO of your pages using optimization techniques. Among these, writing good meta descriptions or optimizing existing ones is essential. Find out, in this article, what a meta description is, what it is used for, and how to write one that will bring a reasonable click-through rate. MavenUp Creatives provides special SEO Services in Lahore and helps businesses outrank their competitors in no time.
What is a meta description?
So, for those who don’t know what a meta description is, here’s an explanation.
First, when one of your web pages gets indexed, it shows up in search engine results as a result of a keyword query. What is displayed then is a title, a URL, and a description that will act as a gateway to your website. Indeed, these are the first elements that your potential visitors will see before clicking on your site. Among these elements, we find the meta description, which is, as its name suggests, the report that is present below the link and the title.
The meta description that appears in this screenshot has been previously entered in the HTML code of the website page. This is a beacon. This should be approximately 140 characters to ensure that it does not exceed the maximum number of characters. We would not want it not to be displayed in full. To do this, here is what should be written in your HTML code:
What is a meta description?
When anyone does a search question for chocolate on Twitter, for example, what will cause them to click on your link in the results instead of the competitor’s? Many marketers do not think about it or see no use in it, but the meta description will significantly help the potential visitor to choose you. Indeed, by not putting any effort into the meta description, Marketers could miss the quality of traffic that could eventually become leaders and customers. So what is a meta description really for?
Increase the click-through rate on your links
If the meta description is well written, it could convince potential visitors to click on it. Thus, you will see your click-through rate increase and, as a result, the number of organic visits to your website.
Know what to do as regards content
Meta descriptions will help users know what topic your content is about and what to expect when clicking on your link.
Get users’ attention
If someone on search engines is looking for a specific keyword, that keyword will appear in bold in different results. So if you’ve included the keyword in your meta description and not just in your title, you’ll want it to stand out in your meta. So, if your competition didn’t put keywords in their meta description, you will stand out and get the attention of users.
Standardize your communications
Maybe you didn’t know it, but popular social media like Facebook or Google+ use the meta description you created when you copy your page link into the text box provided when you post something. Thing. It is therefore exciting to standardize communications and to find a unique description that calls for action on all platforms.
How to write a good meta description?
There are a few best practices when it comes to writing a good meta description. Here are some of them:
1. Write descriptions that are no longer than 140 characters
As mentioned earlier, a meta description should not exceed 140 characters. Technically, it should be around 155 characters long, but in order not to run the risk of exceeding that number, you can rely on the number 140. Why? Often, when the date is found on a page, for example, on a blog article, the publication date of this one will be added to the description, so in order not to exceed 155 characters, we will not exceed 140. Here is two examples, one that does not exceed the maximum number of characters and the other that surpasses it.
2. Write unique descriptions
The essential thing not to do when it comes to writing meta descriptions is not to duplicate them from page to page. You need to quickly convince the Internet user that your site will offer content that will match their search. And if anyone searches for a keyword and several pages end up in the search engine results on your website, you won’t want the description to be the same for all of those pages because they will all offer different content… It would therefore be insane! So, force yourself when the time comes to write a meta description!
3. Insert the keyword in your description
To stand out, but also to position yourself well in search engine results, it is essential to insert the main keyword of your web page in the meta description. Thus, you will arouse the attention of Internet users since the keyword will almost always be automatically bolded in the meta description.
However, be careful not to write a meta description that contains a multitude of keywords because search engines, as well as Internet users, will notice this, and you will be penalized. Indeed, they will place much less trust in your content, because they will have the impression that it was written to be released on search engines and not to answer a problem, a question, etc.
4. To your summary add a call to action
When it comes time to write your meta description, you need to choose the right words. To do this, use action-oriented words, such as “Discover,” “Learn,” “See,” “Find,” etc. Know that putting a call to action is a good practice and will increase the click-through rate of your links. So you have to make them a promise (and keep it, of course) And clarify why they need to click on your connection, what exactly they will find. Remember, you shouldn’t disappoint them!
5. Adjust some meta descriptions during the events and festivals of the year
When there are holidays such as Christmas, the time of the year when there is Boxing Day, or Thanksgiving, where there is Black Friday, it may be most relevant to modify the meta descriptions somewhat and to adapt them to these festivals. Thus, you could highlight the various discounts or promotions that are found on your site, and this, even in your meta description. It could allow you to increase your click-through rate during these critical sales periods significantly.
6. Promote solutions or benefits
A meta description should describe concisely, in one sentence, what the visitor can expect to find on the page in question. So, now is the time to sell yourself a little, but in less than 140 characters. To write a sentence that will describe what the benefit of clicking on your link is or what solution you will provide in response to your problem.
In short, I presented you with some good practices when it comes time to write a meta description. Hopefully, these will help you create or optimize your own, and thus, your page click-through rate in search engine results will increase.
The Creative Journal 