How to Write Great Meta Descriptions
Written by : Motiur Rahaman
I see writing meta descriptions as a legitimate exercise in effective sales copy writing. It should do everything possible to drive someone to make that decision and click. Our focus has to be on persuading the searcher to click -- while still maintaining accuracy so expectations are met. Here's how you can write meta descriptions that are clear, helpful, and stand out to searchers.
1) Use action-oriented language.
Action-oriented language is ideal for call-to-action copy -- which, if you think about it, is exactly what a meta description is -- because it tells the reader exactly what they can do if they click. Consider starting your meta descriptions with verbs like "Learn," "Discover," or "Grab,", and follow it up with specifics of what exactly they'll get if they click.
2) Provide a solution or benefit.
Tell the searcher what they can expect by clicking on your link. The last thing anyone wants to do is to have to click the 'Back' button because what they clicked on didn't match what they expected or wanted -- and you don't want it, either, if you care about your website's bounce rates.
Write a short sentence previewing the content or telling the searcher why they should read your post. Give them a clear benefit of clicking through and reading your post, if necessary. This is your chance to sell them on what you have to offer -- informative, valuable content.
3) Keep it under 155 characters.
Generally, a meta description should be under 155 characters. However, Google actually doesn't measure by characters -- it measures by pixels. That is, it'll cut off a meta description after a certain width. The reason we say 155 characters is to give marketers a benchmark to abide by. You can double-check the length of your meta description and title tags with this handy tool from SEOmofo.
4) Don't deceive searchers.
If your meta description deceives the reader with content not relevant to what they should expect, be prepared for the searcher to hit that 'Back' button again. Some meta descriptions are spammed with keyword-stuffed content -- this is bad, and probably stems from an old-school understanding of SEO. When searchers and search engines see keyword-stuffed content, that throws up all kinds of red flags, and hurts the level of trust a searcher has in your content.
5) Make it specific and relevant.
The average searcher knows a predictable, generic meta description when they see it in the SERPs (despite possibly not knowing exactly what a meta description is). That's why it's so important to use descriptive words -- not unnecessary "fluff" words -- and do your best to connect with your target audience and let them know what they'll get from clicking through on your search result.
What Not to Do With Meta Descriptions
While I've laid out plenty of things you should do when developing and implementing meta descriptions, there are also some no-nos regarding meta descriptions you need to remember.
Should you fail to put in a meta description for the pages you want to rank for, Google will display a snippet of text from the first paragraph of your page. If there's a search keyword in that text, it'll be boded. Why is this bad? Well, it means you'll miss out on being able to sell to your prospective buyers. Now what salesperson would miss out on that opportunity?
And again -- I'm saying it again because it's important to reiterate this point -- stuffing keywords into your meta descriptions won't do you any good. These descriptions need to focus on providing clear and concise copy about your webpage, so avoid overusing terms simply because you think it's what your audience will want to see. (Hint: No one wants to see keyword stuffing.)
Your meta description is your chance to win over prospects. It's your short sales pitch for your website. Too many businesses leave this out and, in turn, miss out on a critical opportunity to improve click through rates. Be sure to create an engaging meta description for your website that persuades people to choose you over your SERPs competitors.
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