8 Practical Tips on Creating Top Performing Meta Descriptions

Although search engines, such as Google, don’t use meta tags directly as a ranking factor, meta tags contribute to your site’s search ranking by helping boost your click-through rate (CTR). CTR is a vital search ranking factor, and the higher your click-through rate is, the bigger your chance of appearing on the first page of Google.

In particular, meta descriptions give your SEO efforts a considerable boost. If they are written well, they can help you obtain more clicks. The more clicks you have, the more likely you will convert visitors into leads or new customers.

How to Write Better Meta Descriptions

In our previous article, we discussed how relevant meta tags are when optimising your website for search engines. Today, we’ll learn the strategies for creating top performing meta descriptions that would entice your target audience to click and visit your webpages.

1. Limit your descriptions to fewer than 160 characters

In 2017, Google increased the number of characters for meta descriptions to 300. While this may be the case, it is still good practice to limit your description’s character count to a maximum of 150 to 160.

Sure, it can be challenging to get your point across with a limited character count. However, it encourages you to stick to the most important details about your webpage. More importantly, it ensures that your description is appropriately displayed and isn’t cut off on the search result page.

2. Highlight your value proposition

When writing meta descriptions, always tell your target audience how they can benefit from visiting your webpage. To make it easier for you to determine the value proposition of your webpages, put yourself in your audience’s shoes and ask the following questions:

• Why should I visit this webpage?
• What can I get from it?

It also helps to ensure that your value proposition is different and better than those of your competitors. To ensure that yours is unique, check out the competition and conduct a side-by-side comparison.

3. Make your descriptions welcoming

To entice users into clicking on your link and visiting your site, write your meta descriptions in a way that they would sound friendly and welcoming. Proofread them and check for spelling errors to ensure that they look professional.

Also, ensure that your descriptions are coherent and easy to understand. While it helps to add keywords in your descriptions, you should avoid overdoing it. Otherwise, it may put your target audience off. Always remember that you should write for humans and optimise for search engines.

4. Always include a call to action

When creating top performing meta descriptions, think of them as advertisements for your site on Google and other search engines. Because you’d want them to attract as many clicks as possible, you must ensure that they have a call to action. Tell your target audience exactly what they need to do so they are more likely to visit your webpages.

5. Drop some popular names

You may also want to include names of former clients and suppliers, as well as certifications you have received in the past in your descriptions to make your company or brand more credible. However, note that this strategy only works in specific industries.

Also, ensure that your description falls within the recommended character limit and avoid using non-alphanumeric characters when mentioning brands or certifications. Google usually removes descriptions with double quotations marks, so it would best to be careful.

6. Watch out for Google Ads

These days, you’ll notice that Google Ads are placed more prominently on search result pages than organic search results. Because of this, you have to make sure that your organic search listings can go head-to-head against paid ads. Monitor the advertisements that are being displayed along with the link to your webpage. Keeping a close eye on them can help you make the necessary adjustments when needed.

Also, it would be wise to make your meta descriptions less “sales-y” than the ads. This way, users would be more inclined to click and visit your site or webpage.

7. Back your descriptions with quality content

Your meta descriptions can only do so much on their own. As such, make sure that when users click on your link, quality content will greet them. Not only will this enable you to build trust and boost your search rankings, but it can also help improve your bounce rate.

8. Monitor and test your descriptions

Always remember that SEO is an on-going process. With Google updating its search algorithm frequently, it is in your best interest to keep track of your meta descriptions’ performance. You should also conduct tests to see which descriptions work best with your audience. Try to experiment a bit so you can identify what works and what doesn’t.

Optimise Every Part of Your Website

Every part of your website should work hard to make your site more search engine friendly. This includes your meta descriptions. Follow the pointers mentioned above so you can craft meta descriptions that can both help optimise your site for search engines and attract visitors to your site.

At Springhill Marketing, we can help you make your site SEO-friendly. Please speak with our SEO experts today, and let’s discuss the solutions you need.