Meta Descriptions

You need to know:

• The reasons for using a meta description
• Why you need to add one to your blog posts

Because Google may highlight the most relevant part of your blog in search results.

But why leave it up to Google when you can do it right yourself?

So, in this post we will learn:

• Why meta descriptions are important
• How to write an effective meta description

What is a Meta Description?

A meta description is the information under your post’s link in the search result.

Meta descriptions describe what’s on your page to searchers.

If words matching search terms are in the meta description of a page, they are bolded.

They are used to convince searchers to click on your website.

Meta descriptions should:

• Gives a clear snapshot of the topic
• Tell reader what to expect in the post
• Be between 140-160 characters in length

Are Meta Descriptions Important?

Meta descriptions tell search engines like Google what your web page is about.

Good meta descriptions help your web page to rank for search queries.

Because they:

• Increase organic traffic
• Bring more attention to your web pages

If you don’t have a meta description, Google shows a text snippet from the first paragraph of your web page.

And search keywords in your meta description’s text are bolded.

Also, not having a meta description means you can’t personalise your message to searchers and potential visitors.

More about Meta Descriptions

Meta descriptions should be a quick summary of your web page’s content.

Telling readers what they will find after clicking your web page’s link.

Meta descriptions have a few simple rules, which include them being:

• Short
• Descriptive
• Using keywords.

But after following these rules, experiment with what you write on them.

And, if your web page’s content is dry, use compelling meta descriptions.

Remember, searchers don’t usually go past the first page of results for search queries.

Meaning, your web page’s rank position is important.

Basically, your meta descriptions might appear on the first page of results.

So, tell searchers how your web page answers their query.

Tips for Meta Descriptions

Your meta descriptions should tell searchers what that web page is about.

And this information is what search engines use to rank results based on relevancy.

Basically, a meta description is your web page’s first impression to searchers.

So make sure:

• To tell searchers why your web page is helpful to them
• Your meta description accurately describes what’s on your web page

Because, if your meta descriptions promise one thing and your content says something different, readers will go elsewhere.

Answer the question

Most people on Google are searching for answers to questions.

Think about:

• What searchers want
• How your content can help

Your meta description should tell searcher’s how your content:

• Answers their questions
• Provides a benefit or solution

So make sure your meta description answers the searcher’s question and gives details about the content of your post.

Mention a solution

Give a solution to problems searchers want to solve.

For example, a blog post with a list of CRM software would mention:

• The number of items in the post
• Why the post is valuable to readers

Remember, use meta descriptions to sell your post’s content to make readers click.

Keep descriptions concise

The main part of your web page is its content, so the meta description doesn’t need to be long.

They should:

• Give a quick summary of the page
• Give the part of your content that will catch reader’s attention
• Be under 160 characters long

Check the length of your meta description by drafting a tweet.

Twitter has a 280 characters limit and tells you when you reach your limit.

Remember, meta descriptions are snapshots of your content’s topic.

Don’t overuse keywords

Keywords in your meta description should be naturally readable for searchers.

Stuffing keywords in your meta description for a high rank will be hard to understand.

And could force searchers to go to a competitor’s web page.

Remember, your meta descriptions have to:

• Naturally place keywords
• Make sense to readers
• Give information on how your page will help them

Make it engaging

Make your meta descriptions engaging to read.

And eye-catching to grab reader’s attention when scrolling through a SERP.

If your web page’s content is engaging, then match it in your meta description.

Remember, your meta description should:

• Sell your content
• Tell readers what they to expect
• Be interesting

All this should be contained in just two sentences.

Use a call-to-action

Use a call-to-action at the end of your meta description if you want to:

• Persuade readers to take action
• Create a sense of urgency

Remember, choose a CTA that fits well with your content.

Don’t duplicate meta descriptions

Google doesn’t penalise duplicate meta descriptions but it’s bad for SEO.

A website’s rankings are affected if it has a lot of duplicated descriptions.

Because search engines mark your content as:

• Low-quality
• Redundant

Remember, make your meta description:

• Meaningful
• Easy to understand
• Descriptive

Because meta descriptions are there to promote your blog posts.

Conclusion

Your meta description helps attract searchers.

Do this by creating meta descriptions that make searchers click your content first.

And if your web pages are helpful and valuable to searchers, your meta descriptions should be too.

Now it’s over to you.

Tell me how meta descriptions have helped your content get more clicks?

And the steps you take when creating meta descriptions?

Let me know in the comments below.