A website’s meta description is basically a summary of the content of your website, for both Google and other search engines.
Whereas your title is your headline, the meta description is a supplementing text that explains what your user can expect to find on your website. You should be mindful of what you write in your meta description is the first part of your websites that the customer reads.
But Google doesn’t always use your meta description, if a user has written a keyword or frase inside your website Google might choose to highlight that, since the user is better covered and has a better chance of finding what he is looking for. This will provide more clicks, and Google is very good at picking the right solutions, when necessary. But, obviously this all depends on your site’s ranking.
Keywords inside descriptions
It has no significance whatsoever for your ranking, if you choose to use your keywords in your descriptions, however it might get more visitors to your site, since the keyword is highlighted if it is in their keyword search. So pick your meta description keywords wisely.
If you are ranked 4th or 5th in Google, having the right keywords can actually give you more clicks than those ranked above you in the search engine, so picking the right keywords can be extremely profitable.
Here are some basic guidelines you can follow in order to improve your meta descriptions.
- Date: Having the date in your meta description is a waste of text and it is seldom relevant to your user.
- Letters: Try to make your meta description short. If you use more than 156 letters, Google will shorten it.
- Phone number for smart phone users. If you put your phone number in your meta description, it will be possible for a potential customer to call you just by clicking the link in your meta description. This might be a good idea, since it can be time consuming and tiresome to navigate a website, only using an Iphone or smartphone.
- Do not “keyword stuff” your description: Again, meta descriptions have no direct influence on your rankings, so don’t keyword stuff your descriptions, it might lead to fewer clicks.
- Use your primary keyword in your description. This will be highlighted and may attract some attention.
- Use your description as a marketing text. No matter if it’s a service, information, or a physical product you’re offering, you should always try to get buyers. See your description as a sales text.
- Use CTA: You should use CTA (Call To Action) in your descriptions to entice your customers to act on your offer. It may seem simple, but it actually works.
- Do NOT make promises you can’t keep! Although you want to sell your message, don’t make promises you can’t keep. It leads to a bad user experience and in most cases the user will go back to the search page they came from. This is something you should worry about, because Google sees this as a sign that your content isn’t relevant to the specific keyword or frase the user wrote in the search engine.
- Look at your competitor’s descriptions: Try to make your description different from the other’s.
- Test your keywords: Use Google webmaster tools to monitor your CTR. Try to make changes in your descriptions and look for the best results.
- Be unique: Google can deem your content duplicate, based solely on your meta descriptions. Do your best to be unique, also in your meta descriptions.
Thank you for reading, I hope you found this article.
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