So, you’ve worked hard to come up with a great topic, crafted a catchy headline, and optimized your content for search. You made sure that both Google and your audience will love your content.
But, how much time did you spend writing the meta description?
You’d be surprised to discover how many companies lack that one thing that can bring more visitors to their website. In Winnipeg reputation management is a great tool for local businesses, but using a Metadescription is a powerful asset to have for any marketing company.
So, What Is a Meta Description and Why Do I Need It?
Meta descriptions summarize the content from a web page. Their relationship with internet searchesis given by the fact that the search engines are using these descriptions in search results to help them understand what the page is about.
Meta descriptions should be the hook that drives searchers to click on your page and consequently, your focus should be on their needs and psychological triggers. But, with just 155 characters to work, how do you persuade people to click on your link?
Here are some killer tips.
The Correct Length
Too long and Google will simply cut it, so it is better to stick to 156 characters.There are several online tools you can use to check the character count.
Also, an additional tip, don’t use quotation marks. However, you should also know that Google doesn’t count by character numbers, but with pixels.
You shouldn’t be afraid of being descriptive in your meta descriptions since this is their role. What you must do is simply summarize the content on your webpage. Do not mislead the potential reader by including things that are not actually on the page. Make sure that everything you write is both relevant and specific since searchers are more gifted at spotting a meta description that is too generic than you might think. Do everything in your power to connect with the audience and exceed their expectations.
Find the Right Words
For users, keywords are everything. That is why you need to use only words that are relevant in your meta descriptions. Language is power, so the phrase of your description is very important also.
As with anything in this world, people usually must be persuaded with compelling facts or arguments to do a certain thing. That is the case for meta descriptions as well, and thus, you should strive to include something that asks for a response, to further engage the potential reader.
Make People Curious
More than anything, try to stir up the curiosity in your reader, especially if the queries are of the informational kind. To do that, you must find the balance between telling enough so that they become curious, but not too much so that they leave the description without clicking on it.
Calls to Action
Although this may seem a bit odd, people are very responsive to language such as “click on the results”, “click here”, “learn more by clicking here”, “learn,” “discover”, or “grab.” Also, make sure that you follow with some precise elementsafter the specific call to actionthat describes what your audience will get after clicking on the link.You can even consider the meta descriptions themselves as calls to action since they prepare the viewer for what they will find on your web page. However, it is necessary that you adjust the calls to action accordingly with the content that you have on the web page – “view video”, “download here”.
Test the Waters
Landing pages are perfect for testing variations of meta descriptions and seeing what you get. The setting is perfect when those landing pages have a good amount of traffic so that your results are conclusive as much as possible. Experiment with the positioning of the keywords, different description lengths, and phrasing.
Come Up With a Solution or a Benefit
People are browsing the internet to find certain information they need. That is why it is critical to let the searcher know what he’s in for when he is clicking on your page. Adding information that is not correct in the meta description is one of the worst things that can happen to a viewer, and as a result, your bounce rates will increase dramatically. Go for clarity and the truth, letting the searcher now that they will have a real benefit from reading your web page.
Probably the most unethical thing that you can do is deceiving the searcher. Content that is filled with keyword-rich content shows alack of professionalism and is ignored most of the times.