Why meta descriptions matter (and how to write them!)

Hands up if you know what a meta description is! No hands? But guess what – you probably actually DO know what they are! Because chances are you click on meta descriptions every day. You read them, consume them and use them to make decisions. So guess what (also) – your clients/ customers/ prospects are using meta descriptions too… and that’s why it’s good to know about them. And more importantly how you can use them.

Now before we get started – don’t worry! This is jargon-free when it comes to SEO. There is simply nothing scary or codey/ technical about meta descriptions. It’s simply great copy in the right place!

Panic over! You can continue reading now…

So let’s answer the first question:

What is a meta description?

Well, to explain what a meta description it’s probably easier to look at the image below first.

Well, to explain what a meta description it’s probably easier to look at the image below first.

Does this look familiar? A meta description is just the bit of text that displays in Google search. Think of it as a snippet or an overview of the webpage on Google. They are part of the HTML of your website.

Sound scary? Not really – most CMS (Content Management Systems i.e. the things you edit your website in) have areas where you can fill this information in. So. don’t worry – you’re not expected to be a coder (yet)!

Why is a meta description important?

Ah, the most important thing: understanding the big WHY! Otherwise, what’s the point in worrying over meta descriptions?

First things first meta descriptions are NOT directly linked to technical SEO. (Technical Search Engine Optimisation is basically the HTML tags/ little bits of info we NEED to put in our website to help it perform better on Google – code, essentially). Meta descriptions are not part of Google’s algorithm directly.

BUT… Indirectly? A meta description has a BIG impact.

Meta descriptions improve your CTR

Having a clear, enticing and overall well-written meta description will encourage people to actually click on your link – and arrive at your website! WOOHOO! And therefore, your CTR (click-through rate – aka how many people click on your link) improves because more people are clicking on your website. Simples.

Google measures CTR to decide how useful your website is for the search results. The more clicks (due to your awesome meta description), the more likely Google will see you as a high-quality result and bump you up the search pages. Page 1, here we come!

Getting people to click on that Google search result and land on your website is exactly what you want – that’s where meta descriptions come in…

How do we use meta descriptions?

We write them. And we write ’em well.

Like I said above – most CMS (WordPress, SquareSpace, Wix etc.) will have areas where you can fill in your meta descriptions, for each page. So in terms of practically doing it, it’s pretty easy.

The key to them working? Well, we need to answer this…

How do you write great meta descriptions?

Here are my top tips for writing meta descriptions that convert:

• Keywords – as with many SEO tricks it’s important to remember your keywords. In particular, your focus keyword. One word that this web page is all about. So if you’re describing your product page for candles, make sure the meta description includes ‘candles’. Sound simple? Yep. But, often missed!
• Match the content, though – c’mon no one likes spammy content! Especially Google! So yes use keywords, but make sure it’s relevant and does actually match what this web page is about. If Google suspects a spammy meta description they will just replace it with their own from your page. All your (spammy) hard work will go to waste.
• Get active – talk to YOU, your customer. Let them know the benefits of clicking on this link. If it’s a blog post, for example, tell them what they will learn.
• Make sure you have a call-to-action – a CTA is simply what you want your customers to do. Much like the above ‘active’ language, tell them to ‘learn more’, ‘download for free’ or ‘try this’. Don’t be afraid to tell the user what to do.
• Keep ’em short & sweet – the official recommendation for meta descriptions is 155 characters long (Google does change this from time to time so keep an eye on it by keeping up-to-date on websites like Moz). If you need to go a little over, don’t worry too much – just try to get all the important info within 155 characters.
• Think human – One of the most important things is to put yourself in your audience’s shoes. Imagine yourself on Google, searching for the thing you are talking about on your page. What would entice you to click on the link (in 155 characters, or less, of course).

But can’t you rely on SEO tools to create your meta descriptions?

I’ve seen this so often. A website has a ‘fab’ SEO tool which generates automatic meta descriptions.. saving you all that time and effort. Buuuuuttttt… honestly, they rarely work well. They usually pull text from your content and it’s often too long, not centred on your user and just not ‘optimised’ which is ironic for a tool that sells SEO (search engine optimisation). Yes, it’ gets your meta descriptions done… but getting them done isn’t what makes them work! Simply, great meta descriptions require great copy!

My advice? Always take the time (or get some help – hello!) to write them well.

The time is now to (re)write your meta descriptions

Getting started can be a little overwhelming (especially if you’ve had your website for a few years and have amassed over 50 pages – eek!).

How do you get started? Think priorities! Make a list of the 10 most important pages on your website and craft enticing copy for those meta descriptions – and you’ll soon see improved click-through rates (i.e. more people will go on your website from google!)

How can a website copywriter help you with meta descriptions?

If, however, you are now thinking,“I haven’t got time for this!” you could consider getting some help. I can help you with copywriting effective meta descriptions that improve your chances of the right people clicking on your links in Google.

This means more people on your website and Google thinking, “Yes, this website is the place to be when it comes to ABC, xyz.”

To find out more get in touch.