We see meta descriptions as the glowing stars of SEO. Because marketers never know their power as a factor in organic search traffic, sometimes they normally look. Other parts of on-page SEO, such as keywords and title tags, ignore. So they focus on off-page SEO, such as guest posting and outreach to start a strong backlink profile.
So, how do meta descriptions boost your website in engaging more organic traffic? It’s simple: meta descriptions play an important role in searchers visiting your site by linking search with relevancy. Consider them an opportunity to take the interest of potential visitors. By doing that your website has the most relevant result for what are looking for.
How do Meta Descriptions work?
The meta description is the small piece of text that appears as a meta tag in a page’s HTML code. It provides a brief description of the contents of a specific page. The meta description is the brief description that appears beneath the title tag and page slug. For each search result in the SERPs from the user’s perspective.
The title tag is an iteration of a page’s headline. We entered it in the HTML code; it does not have to match the headline that appears on the page. The page’s slug is the page’s URL. The meta description, along with the title tag and slug, makes up the snippet that appears in the SERPs.
Something can also find elsewhere parts of the clip on the internet:
- We will show the title tag on the tab of a browser.
- The meta description and title tag appear in social media posts that share the page.
Meta descriptions can be unique in that someone produced particularly them for search engines. To explain the page, we can simply pull them from the website’s main body material.
How Meta Descriptions help SEO on your website:
Website users must filter through a lot of data to identify the most useful website that gives them. With the information they need and answers to their questions. Consider your meta description to be a sales approach for why your website fulfills its search intent. “Therefore, my website will show you the most relevant data based on your search phrases,” you’re telling them.
According to a review, over 75% of pages in the top ten include a meta description. Showing that there is a link between meta descriptions and higher SERP positions. Your click-through rate will increase as your SERP position rises.
That leads me to my second point: More Traffic.
The higher your SERP position, the more traffic your website takes. By study run by Semrush, stated that direct website visits are the most important ranking criteria for SERPs. Direct traffic tops other key ranking factors, such as.
- The time spent on site.
- The number of pages per session.
- The bounce rate goes to the percentage of visitors that allows a website and do not return.
- The total number of referring domains.
Here, the relationship between direct visits and higher SERP rankings is more necessary. Overall, it’s more accurate to consider meta descriptions as a factor in improving SEO performance. Meta descriptions indirectly lead to higher SEO through:
- Enhanced visibility.
- Increased click-through rates.
- Increased traffic.
Step-by-Step Instructions for Writing Effective Meta Descriptions:
So that the searcher clicks over to your website, your meta description must be attractive. It should be easy to understand and express what your page is about. To write a successful description, follow these guidelines.
Carefully select the length:
If meta descriptions are too long, which is a problem because they do not show the most relevant information. This is especially true on mobile devices, which have smaller screens. This raises whether there is an ideal length.
Google’s desktop and mobile limits are approximately 920px and 680px, respectively. This comes to a maximum of 158 characters on a desktop and 110 characters on a mobile device. Considering this, a Semrush case study discovered that a condensed version of a longer description results. In a 36% boost in click-through rate. Keep your descriptions between 50 and 160 characters long. To ensure that they fit into any screen size without a cut.
Ensure that there is no duplication.
Never use the same meta description again, as this may confuse both your visitors and search engines. You’re essentially missing chances to encourage searchers to click over. To other pages because Google only indexes a meta tag once. Because users are unlikely to click on another page with the same content, duplication results in a reduced click-through rate.
Run a site audit with tools like Semrush or Alexa’s SEO Audit Tool. To make sure you don’t have any duplicates, or to update them if you do.
Include the following keyword:
Include the keyword you’re trying to rank for. Make sure not to keyword-stuff your copy, as you would any other. You want your description to be as normal as possible. This guarantees that the text is readable. The keyword should be the same as the primary keyword in the page’s copy where your description will go.
Investigate your Competitors:
Examine the meta descriptions of your competitors on the first SERP for your keyword before developing your own. You don’t want to use the same descriptions as your competitors. Instead, see if you can notice any trends in these top-ranking descriptions. That could aid you in writing a successful one.
Look at how many SERP meta descriptions contain the same keyword you’re seeking to rank for.
- Do they instead employ variations?
- Do they use aggressive voice more than passive voice?
- Are they cutting down, or reducing short of the word count?
Your understanding of these aspects should influence the way you write your description.
Make use of a call-to-action (CTA):
A call-to-action (CTA) is more than only eCommerce sites and email newsletters. It’s also an effective way to enhance your meta description. The goal of a call to action is to get your searcher to do. What you want them to do, is to go to the real page.
Implementing a call to action that includes an emergency term, such as “today,”. Increases the likelihood of a person clicking through.
Websites that get it right include:
Here’s a quick overview of meta descriptions from different pages that showcase some of the winning ideas we discussed before.
Final Thoughts:
Meta descriptions are like billboards for your pages. Your description should be as engaging as possible. While it has no direct effect on your website’s SERP ranks, it has an indirect effect.
As a result, it’s necessary to consider your meta description as an important part of your on-site SEO strategy. You now understand the significance of a meta description and how to write a successful one.