A meta description is the small amount of text that accompanies a link in a Google SERP (search engine results page). Whenever you use Google to search for specific information or a product, they will present a selection of website’s based on your chosen keywords. The link descriptions are designed to inform you of precisely what the link is all about and the type of information that can be found within – thus providing the user with as seamless an experience as possible.
The question is, how can you write perfect meta descriptions for both improved SEO and CRTs (click-through rates) for your own website?
Read on and let’s find out…
1. Keep it short and sweet
The purpose of a meta is merely to inform, pique interest, and inspire action – much like any other form of interactive marketing. That’s it. As such, you should keep your metas short and sweet. Aim for a maximum of 160 characters. The fewer the better.
2. Include your focus keyword
You should also include your focus keyword in your meta title and your description. This is both for Google and to let your prospective website visitors know what they’re letting themselves in for. It’s good practice to mention the keyword in the first part of the meta.
3. Have a CTA
Many marketers claim that having a CTA in a meta description is a waste of characters, but it’s well-worth including. Yes, you have a very limited character / word count, however the best writers can craft compelling meta with a focus keyword and a CTA without going over the limit.
It’s an art and a science.
4. Be transparent
Don’t be one of those soulless click-bait types who write meta titles and descriptions that don’t match up with the content within. Be transparent and let your meta hint and what is to be found within. Always live up to expectations if you wish to be taken seriously both by Google and your audience.
5. Make it unique
Avoid the “eye-roll” clichés and ensure that your metas are both high-value and unique. Think outside the box and look for ways to pique interest without regurgitating the same old boring dialogue.
Let’s quickly recap:
- Keep it short and sweet.
- Include your focus keyword.
- Have a call to action.
- Be transparent.
- Make it unique.
That’s about all you need to know. In theory, writing metas sounds incredibly simple, however, as mentioned above, there is an art and a science to it. As such, it’s always worth hiring the professionals.
Meta titles and descriptions are just one very small aspect of your larger SEO requirements and there are a lot of tasks involved with formulating a killer campaign.
So, find yourself a reputable and well-established SEO agency in Melbourne who can help make light work of it and sit back while those conversions make their way to your website to spend their money with you.