Have you ever wondered about the blurbs that go under website titles in search results? Those are called meta descriptions, and they’re like tiny billboards for content.
Why are they important?
Imagine you’re a vendor at a popular street market. You and other vendors are vying for attention from the bustling crowd, but it’s the one shouting a catchy one-liner drawing people to their stall. That’s what a meta description does in the digital world – it’s a vendor and it helps get traffic. Here’s how:
- Grabs Attention: A compelling meta title and description entices people to click on your content, just like a captivating stall display attracts visitors at a fair.
- Higher Clicks, More Traffic: The more clicks your content gets, the better it performs in search results. Think of it as happy customers at your stall. People attract more people, leading to more business!
- SEO Savvy: Search engines use meta descriptions (alongside other factors) to understand what your content is about. A well-written description can improve your search ranking, making it easier for people to find you.
So, when, where and how do you use meta Titles and descriptions?
Meta titles and descriptions work best with web pages, blog posts, and articles. They act like trailers for your content, giving readers a quick glimpse of what to expect.
- Keep it short and sweet: Aim for around 60 characters or less for the title, and the description should be around 155 characters (including spaces). That’s like an old tweet’s worth of space, so be concise and impactful.
- Highlight the main points: Briefly describe what your content is about and what readers will gain from it. Think of it as your elevator pitch!
- Use relevant keywords: Sprinkle in a few keywords related to your topic, but don’t stuff them in unnaturally. This article discusses different keywords and how to use them.
- Write for humans, not robots: Search engines are important, but your description should be clear and engaging for readers.
Remember: Meta descriptions are like your online shop window. Make them informative, eye-catching, and you’ll be sure to attract more visitors to your content.
Crafting the Perfect Meta Description: A Recipe for Success
It’s not many words to write, so let’s break down how to actually write a meta description that entices clicks and informs search engines what it’s about:
- Start strong: Begin with your main keyword or a captivating phrase that grabs attention. The meta descriptions for this post starts with: ‘When, Where and How Do you Use Meta Descriptions?”
- Focus on benefits: Highlight what readers will learn or gain from your content. The meta descrition for this post says: “This article discusses the small but very important part meta descriptions play in SEO.”
- Keep it clear and concise: Write in a conversational tone, avoiding jargon or overly complex sentences.
- Include a call to action (optional): Tell readers what you want them to do after reading, like “Learn more” or “Download your free guide.”
Here are some more examples to illustrate the difference:
- Uninspiring meta description: “This is a blog post about meta descriptions” (Snore!)
- Improved meta description: “Unlock the secrets to crafting high ranking meta descriptions in less than five minutes.” Or: “Learn easy tips and tricks to improve SEO by publishing fresh weekly content.” (Much better!?)
- No meta description: A random snippet will appear and it could be irrelevant or seem out of context. Also, it will harm your search engine ranking. Visit Google Console and run the url (copy and paste the website address) of a page/post with and without a meta description, you’ll see the difference immediately – the one without will be flagged and reduce your SEO score.
Tip: SEO plugins like Yoast will show you how search engines display the webpage article or post’s meta description online the way viewers see it, providing a snapshot for you to analyse. Otherwise, run a few searches and see what others in your industry are doing – how do theirs appear and read? Can you improve on it, has competitiveness kicked in? Good for you!
The power of meta descriptions is undeniable: Stats
Studies show that pages with well-written meta descriptions can see click-through rates (CTR) improve by up to 50% compared to pages without them. That’s a significant jump in website traffic simply by adding a clear and concise description!
Final Thoughts: Think of it This Way
Without a meta description, your content is like a literal hidden gem in a vast online marketplace, it might get picked up in searches or might not.
So, the next time you publish something online, take a few minutes to craft a compelling meta description. It’s a small investment with a big potential payoff. And many (if not all) website builders and CMS websites have available plugins and/or inbuilt assistants to help generate a few ideas.