A Meta Description is the few sentences that search engines display to potential visitors so this is something that needs to catch people’s attention.
It should serve the purpose of both attracting search engines to your page by appearing Relevant to your subject matter with keywords as well as enticing people to click on your link to your site.
If you’ve ever written Pay Per Click ads you know you have about 200 characters or less to get the attention of someone who may click your ad.
The meta description is the same but the thing is that because your meta typically shows in organic search results so people are even more likely to click on an organic result than a sponsored ad because it seems credible. If the search engines ranked your site at (or near) the top of the results, people are more likely to click.
When someone searches for something, they tend to look first to the First 5 Results to see if what the search engine is suggesting is what they want. If your Meta Description reads relevant to them, they are more likely to click on yours rather than your competitors.
A great way to improve your online traffic rates is to look at your Competitors meta descriptions and rewrite yours so that they are better.
Some Strategies
Meta Description Strategies
• Choose two strong keywords and use both in your 2-3 sentences.
• Create curiosity.
• Ask a question.
• Tell someone a question about your niche will be answered.
If you were selling computers you might try any of the following options but the final is something you should strive for as often as possible:
“Interested in buying computers online? Check out a great selection of computers for sale.”
Or:
“Do you want to see the greatest new computer since sliced bread? Check out our hot computer deals”.
Or:
“Why do so many people buy their computers from ABCComputer.com? Find out why when you browse hot computer deals”.
Or:
“Want to find out why ABC Computer has been one of the top computer sales sites on the internet for years? Check it out here”
Here’s a really effective approach that targets brands, keywords, and desire:
“Want the best deals on computers online including: HP, Mac, IBM, Dell, and more? Get computer parts and services? ABC Computer.com adds new deals daily”
That last one could get you Traffic from people looking for Any of the words in the list!
As you can see there are a lot of strategies you can use to help make your Meta Description both SEO Friendly as well as people friendly. Regardless of how many search engine rankings you get, the key to success for a website, is often to get people who are ready to buy so writing a mix of SEO friendly and customer friendly meta descriptions is the best approach.
About Sean Rasmussen
I thought I was going well with using the meta desriptions.
I didn’t think of checking the competition out. Occasionally I have looked at the description of some sites and they looked pretty lame. Obviously a lot of sites need a lot of work on their SEO.
Hi Sean,
I understand the importance of a great meta description because it appears in the SERPs. But, it’s right up there with copywriting. I need to work on it and learn to write things people will want to click on.
Learning more and more about SEO everyday! This is awesome! I have a certain area where this meta description shows up in a plugin I have installed but it doesn’t say it’s a meta description I don’t think. This was really helpful…in particular the examples. I need to change my description right now cause I know my isn’t worth much cause I literally wrote it in about 30 seconds without any thought really.
I know the importance of the meta description but I am still working on the finer points. Writing ads , twitter it seems to me just not enough room to say what I want to. There is definately an art to it all.
Couldn’t agree more – have done this – but methinks I need to re-visit it all just to make sure mine are good – which they probably aren’t. Checking with competitors is a good idea to use as a yardstick
Checking competitors descriptions is a fantastic idea! My problem will be learning to write succinctly. I’ve always written stories, which are meant to be somewhat wordy and descriptive.
Hi Elizabeth,
I have the same problem. I use far more words than is actually necessary. So, it’s definitely not an easy task when I only have a limited amount of space to get my point across.
Still, I’m getting a lot of practice with Twitter.
Hi Elizabeth.
I have always been too wordy. I went to work in corporate and learned to only use a few words to get my message across, now I am out of there and wanting to write stories so I have had to relearn that skill!
Twitter should be a breeze (lol)
Learning to write good meta descriptions seems like it could definately cost you traffic if not done properly. I do not spend enough time on my meta description as I didn’t have a full understanding of what it was used for.
Every post I read is like the fog is clearing from my head.
Jackie you are not alone. It has taken me a long time to understand the lingo let alone the processes. I just didn’t get things at times.
Keyword research has been my biggest stumbling block and I am going to need quite a bit of intense study to get my head around it after the comp. I have Market Samurai so will go through more videos.
I have found this competition fantastic for filling in lot’s of gaps and have 35 pages of saved URL’s and notes I have been taking while working through all these wonderful articles. I have learned so much and sounds like you have too!
Hi Sean
I realise now after reading this article how important the meta description is. Once again, knowing how to research keywords is the key to writing a good meta description plus good copywriting skills.
I will need to review what I have written on my blog as I would like to improve my search engine rankings.
Thankyou.
Hi Sean,
Great tips for creating seo optimized meta tags that are enticing to your potential customers, inspiring curiosity is a valuable tip also : )
I’ve had my pen and paper out writing down notes on Meta Descriptions Strategies! This post has been so helpful.
I will definitely now be checking out my competitor’s meta descriptions.
Are your meta tags showing? I’m glad that I re-visited here as I have seen an idea that hadn’t sunk in before.
Keywords and desire! A great combo for a meta description – and if I think of some of mine – well enough said …. loads of revision to do
This article was the best description of a Meta Description that I have seen.