how to write great meta descriptions that drive conversions
June 13, 2019 | By:

How to Write Great Meta Descriptions that Drive Conversions

Meta descriptions are often overlooked by marketers, mainly because search engines like Google announced in 2009 that meta descriptions do not carry much weight in their ranking algorithm.

However, in a recent episode of Google’s SEO Mythbusting series, they seem to be backtracking on their earlier claim. In fact, they have cited metadata, including meta descriptions, as one of their top three SEO factors.

What is a meta description and how does it benefit SEO rankings? More importantly, how do you write effective meta descriptions that drive conversions?

What is a meta description?

Meta descriptions are essentially HTML tags, usually 155 to 160 characters in length, which summarizes a page’s content.

When people search for particular keyword phrases, search engines include meta descriptions in the search results to give a snippet on what the content of a page is all about. In other words, meta descriptions act as tools to generate click-throughs from people who are actively seeking your targeted keywords, and therefore indirectly boosting SEO.

This is why optimizing meta descriptions is essential for SEO: the better your click-throughs, the higher the likelihood of search engines qualifying your page as reputable and reliable.

How do you write good meta descriptions that drive conversions?

1. Focus on the needs of your audience

People use search engines specifically to find information about things they care about and are interested in. When crafting your content, including your meta description, it’s crucial to know the needs of your audience. Do keyword research using tools like Google Keyword Tool and Google Trends to know which search terms your target audience are currently using.

2. Include your target keywords

Keywords play the most important role in every SEO campaign, and the meta description is one of the many areas where you should include your target keywords. If a search phrase appears in your meta description, search engines like Google are more inclined to highlight your page in their search results.

3. Make sure it matches the content

Reliability and accuracy of content are two important factors that Google utilize for their SEO ranking algorithm. Make sure that your meta description matches your content; otherwise, Google will penalize your page. Additionally, misleading descriptions could increase your bounce rate, which subsequently hurt your SEO ranking.

4. Use actionable, strong words

Meta descriptions do more than just describing what your page is all about; it should entice users to click and ultimately convert—either through a sale, an email subscription, or a product inquiry. Use actionable, strong words in your meta description, such as “Find out more,” “Try for free,” or “Get it now.” When you use verbal cues like these, you are subtly telling people what you expect or desire for them to do after they’ve clicked on your page from their search results.

5. Be mindful of the length

As previously mentioned, meta descriptions are typically 155 to 160 characters. When writing meta descriptions, it’s strongly advised to be mindful of the length; otherwise, Google will truncate your description in the search results. You can manually check this using your Word processor, or use tools like Counting Characters and Spotibo. While Google may update the ideal length from time to time, the key takeaway here is to make your meta descriptions short, sweet, and concise.

Need help with your SEO efforts?

Meta descriptions are just one of the many factors that are involved in SEO marketing. If you want to know more, or if you’re struggling with your SEO efforts, Ilfusion has the resources and expertise to help you achieve your goals.

Give us a call at 888-420-5115, or send us an email to [email protected].

Tags: , , , ,

Categorized in: ,

Featured Articles

How To Start an SEO Campaign in 6 Steps
February 1, 2018 | By: Ilfusion Team

How To Start an SEO Campaign in 6 Steps

Starting a Search Engine Optimization (SEO) campaign can be tricky for any digital marketer. How do you begin? What is the most important element to implement? How do you know if it’s working? Don’t be overwhelmed, though. Starting an SEO... view more

5 signs you need to hire a marketing agency
September 26, 2017 | By: Tinny

5 Signs You Need to Hire a Marketing Agency

Marketing is a crucial part of your business strategy. It’s what keeps the gears turning and the driving force of your company’s sales. For small businesses, marketing is important in getting the word out there that your company exists and... view more

Key Advantages of Video Marketing for Your Growing Business
September 21, 2017 | By: Tinny

Key Advantages of Video Marketing for Your Growing Business

There has been a rise in the use of mobile devices to access the internet, and there are no signs of it slowing down anytime soon. In this era where most people thrive on living on the go, video marketing... view more

5 things you need to know image optimization for seo
September 13, 2017 | By: Tinny

5 Things You Need to Know: Image Optimization for SEO

If you’re a company whose content strategy relies on images, or if your business blog is image-heavy, it’s high time for you to think about optimizing your images for SEO — if you haven’t done so already. While there isn’t... view more

Tips on How to Choose the Best Keywords for Your Website
August 2, 2017 | By: Tinny

Tips on How to Choose the Best Keywords for Your Website

Not sure on what keywords to use? Read more on how to search for the best keywords for your webpage. When you have an SEO or PPC campaign, it all starts with one basic element: keyword research. Keywords are the... view more

Top 3 Search Ranking Factors You Should Know About
July 26, 2017 | By: Tinny

Top 3 Search Ranking Factors You Should Know About

Read more on what it takes to improve your search engine ranking. Landing on the first page of Google’s search engine results is one of the ultimate marketing goals of many website owners. While Google is keeping mum on what... view more

The Importance of Social Media in SEO
June 28, 2017 | By: Tinny

The Importance of Social Media in SEO

Here’s why you need social media for your SEO. Nowadays, social media has inarguably become an indispensable tool in any marketing strategy. SEO, of course, is also one of those tools that have evolved with the many trends and changes... view more

5 ways to dominate google search results
April 27, 2017 | By: Tinny

5 Ways to Dominate Google’s Search Results in 2017

Here’s how to place your website at the top of search engine results. Creating a website that doesn’t rank well in Google’s search engine results page (SERP) doesn’t translate well to your overall business effort. In recent years, Google has... view more

above the fold
July 2, 2015 | By: The Conductor

Let’s talk about “The Fold”

We hear it a lot; client feedback that is focused on what content is and is not “above the fold”. To be perfectly honest, this old newspaper term can be a cause of frustration when it comes to good user... view more

June 3, 2015 | By: The Doctor

The Turbit

This crazy ol’ world of ours is spinning faster and faster everyday. Not literally, as we would all be slung to our spacey-doom. I mean figuratively we are all moving more quickly and filling every moment with some bit of... view more

welcome to the future
May 6, 2015 | By: Ilfusion Team

How Your Website Can Survive Mobilegeddon

Think your website is mobile friendly? Think again. Google’s new functionality changes have created a frantic need for websites to be optimized for mobile. Mobilegeddon is upon us, and your website could be at risk. See infographic below.

want a ballpark
April 23, 2015 | By: El Jefe

Website Cost: A Day at the Ballpark

A question that I get on a regular basis (read: every day) is, “How much will my new website cost?”. To which I typically say something like, “Well, that varies based on the amount of work that’s required to complete... view more

April 7, 2015 | By: The Inventor

Are you a Webspammer?

SEO practices are very different today than how they were even just a few years ago. The number one key to ranking well in search engines today is to create unique quality content. First post it on your website or... view more

social media happenings
March 25, 2015 | By: Ilfusion Team

Social Media Happenings

Ilfusion loves to bring you news on the newest social media functions and trends. Recently, there have been three major happenings in the social media world. Meerkat, a new app that has risen to fame due to the 2015 music... view more

big picture
March 12, 2015 | By: The Conductor

The Big Picture

Whether you’re laser-focused on a specific project, or taking a comprehensive approach to your marketing efforts, one aspect doesn’t change: always look at the big picture. Companies often shop at least a few agencies when they’re considering engagement with an... view more