As a business owner or marketer, you know that getting your website to rank high in search engine results is crucial to driving traffic and generating leads. And while there are many factors that influence search rankings, a well-crafted meta description is an often overlooked but important element of effective on-page SEO.
A meta description is a short HTML tag that summarizes the content of a webpage. It is usually around 160 characters long and appears below the page title in search engine results pages (SERPs). A good meta description can entice users to click through to your page by providing a preview of what they can expect to find.
In this article, we’ll show you how to write a compelling meta description that will help you outrank your competitors and drive more traffic to your website.
01. Keep it concise and to the point
When it comes to writing a meta description, brevity is key. You only have around 160 characters to work with, so make every word count. Your meta description should provide a clear and concise summary of the content on your page.
02. Use relevant keywords
While meta descriptions aren’t a direct ranking factor, they can help your page rank higher by attracting more clicks. Including relevant keywords in your meta description can help your page appear more prominently in search results for those keywords.
However, be careful not to stuff your meta description with too many keywords, as this can come across as spammy and turn users off.
03. Highlight the unique value proposition of your page
Your meta description should make it clear what sets your page apart from others on the same topic. What unique value does your page offer that others don’t? What problem does it solve for the user?
Make sure to highlight this value proposition in your meta description to entice users to click through to your page.
04. Write for the user, not the search engine
While it’s important to include relevant keywords in your meta description, it’s even more important to write for the user. Your meta description should provide a clear and accurate preview of what the user can expect to find on your page.
Avoid using overly technical or jargon-filled language that might confuse or turn off users. Instead, focus on communicating the value of your page in a way that is clear and accessible to all users.
05. Include a call to action
A well-crafted meta description should not only provide a summary of your page’s content, but also encourage users to click through to your page. Including a clear and compelling call to action in your meta description can help entice users to take that next step.
Some effective calls to action might include “Learn more,” “Get started,” or “Sign up today.”
06. Don’t duplicate meta descriptions
Each page on your website should have a unique meta description that accurately reflects the content on that page. Avoid using the same meta description for multiple pages, as this can confuse search engines and harm your overall SEO efforts.
06. Use tools to help you write better meta descriptions
There are many tools available that can help you write more effective meta descriptions. For example, Yoast SEO offers a meta description preview feature that allows you to see how your meta description will appear in search results and offers suggestions for improvement.
Other tools like SEMrush and Ahrefs can help you identify relevant keywords and analyze your competitors’ meta descriptions to help you craft a more effective one.
In conclusion, a well-crafted meta description is an important element of effective on-page SEO. By keeping it concise, using relevant keywords, highlighting your unique value proposition, writing for the user, including a call to action, avoiding duplication, and using tools to help you improve, you can write a meta description that