How To Create Meta Descriptions? There are many nuances associated with SEO optimization. In our blog, we often talk about keywords and content optimization as ways to get into the TOP of search results. No less important are persuasive headlines that can attract visitors’ attention to your landing page and increase the chances of a treasured conversion.
In this article, we’ll show you how to create Meta Descriptions that will drive your traffic, improve search engine rankings, and highlight your pages.
What is a meta description?
This is a very short text fragment, placed in the code of a web page, and contains a description of the content. In the search results, meta descriptions appear below the page URL, like this:
If someone shares pages and articles on other sites and in social networks, users also see meta descriptions, although the space allocated for such descriptions can change:
How to add a meta description?
Adding a meta description to the site is simple; this requires minimal editing of HTML. Just add this code between the <head> </head> tags:
<meta name = “description” content = “Here is our meta description that will appear under the URL in the search results.”>
Why are meta descriptions important?
They are not used directly by search engines to assign a place in the search results, but they strongly affect users’ behavior, namely, their decision to click on a link, that is, CTR, clickthrough rate. In turn, the latter is of great importance for search engines, along with the time spent by the user on the page.
Meta descriptions, along with the title and URL, show users that it is YOUR link to the answer to their question. Therefore, an eye-catching title, a simple URL, and a compelling meta description are the success formula for increasing click-through rate (CTR).
Notice how descriptions appear in search results. We took the phrase “phone case” – and all relevant words in the results were highlighted in bold:
If you experiment with different queries, you will notice that only a few results show the term exactly as you entered it – and they attract attention most.
How to write successful meta descriptions
Creating a compelling description isn’t easy, but we’ve put together some tips to improve your CTR and increase your traffic and conversions.
- Do not count the number of characters allowed.
If you try to fit the right text into an acceptable framework, you can fall into agony. It’s like trying to hit a moving target in the dark, having only a bow and one arrow.
Over time, the volume of the meta description on Google did not exceed 135-160 characters – then it doubled – then again, it was reduced to 150. And, 150-155 characters – this is quite normal. If the exact number matters to you, then tune in to just that length.
The main focus when writing should remain your end user. What information does he need to choose your landing page and not another? Start the description with the most important, then add the rest.
- Use keywords
Yes, meta descriptions are not taken into account to determine the place in organic results, but this does not mean that the use of keywords in them should be ignored. Their inclusion should look natural and give an understanding of what will be discussed on the page.
Here is an example of a good introduction of keywords in the memo description from Cosmo:
It is clear that if the user needs a good foundation, this site will answer the question of what to take. And you can understand this through a meta description.
- Turn on the call to action.
Think of meta descriptions as advertisements for your page or post and end them with Call-To-Actions (CTAs).
Users want to understand what you are offering them immediately, and Kaspersky directly answers them: the anti-virus program, free, provides the necessary protection, acts quickly. The word “free” appears several times, and people understand that they will not lose anything if they click on the link and try.
- Do not write a meta description.
Wait a minute, what ?! Yes, yes, you heard right. Sometimes it’s better not to do this at all by yourself.
The fact is that if you use long-key phrases (Long-Tail Keyword), search engines often offer more effective options for descriptions. They collect keywords and similar phrases that users are looking for in a pool. This means that the text fragment extracted by the system may be more significant for this search engine than the meta description you invented, since it will contain the exact phrase entered by people.
4 places to include the original meta description
Now that you know how to make successful descriptions (write briefly and on business, do not forget the keywords and CTA), let’s talk about where you simply must include them.
- The main page
The meta description of the homepage is a chance to create the first positive impression of your brand.
- Landing with a high volume of traffic
If you have a landing page that generates a large number of visitors, make sure that the meta description for it is clear enough.
- Product and categorical pages
Pages with lists of products or categories help eCommerce sites sell, so attractive meta descriptions have a special meaning. Such descriptions should provoke a reaction among the target audience and be consistent with the brand’s characteristics.
- Pages with a little text
Pages with high-quality video or images increase the position in the search results, but they contain too little text for search engines to read them as meta-descriptions. Therefore, such pages require the inclusion of well-written descriptions.
That’s it. Now you have the tools for creating highly conversive meta-descriptions that will allow you to increase your ranking in the search. After working on this topic for your most important posts and articles, look at other important SEO optimization trends to go even higher.
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