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How to Write Meta Descriptions to Dominate Google Search Results?

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Do you want to increase your organic SEO rankings?

Meta descriptions might be one of the answers for this.

If written well, meta descriptions can play a very significant role in boosting SEO rankings. 

A compelling meta that has keywords can attract people to click on your page in the search results to learn more.

Go through this post in which we have explained the best practices regarding creating meta descriptions to dominate Google search results.

Are you ready to learn?

What Is a Meta Description?

A meta description, also called a description tag, is an HTML attribute. It contains a short summary of your web page. It is a 160-character snippet often displayed by Google in search results to let visitors know what a web page is all about. 

An example of a meta description –

Optimal Length and Format of Meta Descriptions

  • Length: While meta descriptions can be of any length, Google truncates snippets to 155–160 characters. It is best to keep the description long enough that it can be sufficiently descriptive. Conclude it between 150–160 characters. The optimal length can vary depending on the situation. Your main objective should be to give value and draw clicks.
  • Format: Meta description should be written in an active, natural and non-spammy way. It intelligently employs keywords that the page is targetting. It should be compelling so that searchers tend to click. Further, your meta tag should be relevant to the page it describes, and unique from the descriptions from other pages.

How to Write Meta Descriptions that Dominate Google Search Research

#1. Include a CTA in YourWhile writing meta descriptions, use a call-to-action (CTA). It is a great way to compel people to click on your website. Using phrases like “Learn More” “Click Here” or “Shop Now,” is the way to go. 

  • CTAs help readers understand what service or product you offer and what they can expect if they click. 
  • CTAs give readers a reason to click through and engage with your site.
  • CTAs can be used for selling a product, offering an email sign-up or directing users to your social media pages.

#2. Benefit-Driven Copy: Experienced content writers know the way to clearly describe the BENEFIT of your offers. For instance, take this post about on-page SEO. The benefit of reading this post is it guides you ‘how to write meta descriptions for Google.  

This is why you’ll find an emphasis on meta descriptions. Highlight benefits in your meta tag. However, the benefits can be different for an eCommerce product page, your home page, service page, or a tool. 

"Pages with meta descriptions see an average of 5.8 percent more clicks"

#3. A/B Test Your Meta Descriptions: Do you know a meta description can be a place to explore different phrases, keywords and CTAs?

Yes. This helps you decide what drives more engagement. 

It is good to A/B test your meta descriptions. For this, make two descriptions for each page.

  1. In this first meta description, use one variation of a phrase, keyword, or CTA.
  2. In the second one, focus on a different offer, term or keep your current meta as it is.

Now, run each meta for a few weeks. Then see which one of the two has earned more clicks using your Google Analytics. 

Based on this, you can use that information when writing new meta descriptions for your pages.

If clicks in two meta descriptions are close, consider metrics, such as checking time on page, bounce page, conversions. Traffic is not the only thing meta descriptions can impact.

#4. Google Ads Inspiration: If you want your meta description to reach next level, it is right to copy text from Google Ads.

Why?

Google Ads placement is determined based on two factors – how much advertisers bid and Quality Score.

Specifically, ads that get clicked on a lot, pay less for every click. 

And the #1 factor that has a strong impact on Quality Score is ‘Click through rate.’

So when you see an ad in the search results, you can be SUPER confident that it has a high CTR. This means you have a proven copy that can be used in the title and description of a meta description.

Here’s how you can do it

  • First, search for your target keyword in Google.
  • Then, look for any copy that several ads use.
  • If that copy makes sense for your page, use it in your description.

#5. Create Unique and Interesting: As already mentioned, meta descriptions are an overview of what content is there on your page, so they are important for drawing readers’ attention.

Try different methods to attract user attention. Use a ‘Clickbait Title’ or ask a question users want to be answered.

Clickbait Titles are headlines that are often misleading, sensationalist, or just outright ridiculous.
Example - “How to Achieve Results Using This One Weird Trick

Use eye-catching phrases or words that will grab a user’s attention. This could be  “hilarious,” “shocking” or “life-changing.” Remember not to overpromise and under-deliver.

What do you observe in the example above?

They have used a very active voice to generate a momentous push for readers. Without any unnecessary details, you are told what you can expect. If you are struggling with an easy way to help your SEO, then most probably you would click this link.

Most importantly, take care that the meta description matches the content of the page. 

All these are important to rank high in the SERPs.

Also read, SEO Automation: Understand Its Key Stages

#6. No Duplicate Meta Descriptions: Always write unique meta descriptions for each page. Add to the plan of your SEO services. It increases the possibility that search engines and other browsers can understand what content is on a page and how it compares to other pages.

Take an example, when you see duplicate meta descriptions on every page of a website, you will be unable to understand what kind of content is on what page. 

This is particularly very important for an eCommerce website as they have many pages with similar content. While the products can be similar, the meta tags should be different and unique.

If you have duplicate meta descriptions, it will have negative effects on your website. Crawlers will experience difficulty in crawling your site. You may also face indexing penalties as crawlers can’t determine which page is original.

Remember to write meta descriptions for each page.

#7. Include Target Keywords in Meta Descriptions: Including keywords in meta descriptions is important especially for two reasons and not because it gives you any direct SEO benefit. 

  1. To let search engines understand the page and better rank your content. 
  2. To reassure audiences that the page covers the topic they are interested in. 

Mentioning your target keyword at least once in your meta description is important. 

Search engines do not use the content in your meta description as a ranking signal. But,  that doesn’t mean they aren’t valuable for users. 

Google makes keywords bold in the SERPs.

Doing so helps keywords stand out.

Using keywords in meta descriptions emphasizes that you’re a good fit for the person’s search query.

It is advisable to use an online tool to find relevant keywords for your page and then to your meta descriptions in order to boost your ranking.

Keep in mind that each page needs to contain different keywords in the meta descriptions. This will make sure your page will appear in all relevant searches.

  • Avoid keyword stuffing in your meta descriptions.
  • Each meta description should have one or two keywords per page
  • Every keyword should be relevant to the page

Read this also, Online Reviews Trends You Should Know to Keep Your Business In Search Results

#8. Implement Structured Data 

In order to provide additional context for search engines and social media platforms, add structured data meta tags (HTML tags) to your website.

The most common types of structured data meta tags are – 

  • The name of your business 
  • Address
  • Phone number
  • Email address
  • A product description with price points (if applicable)
  • An image URL and a Twitter handle.

There are several ways to implement structured data. However, one of the most popular ways is when a website implements reviews in its meta descriptions.

For example,

This works as a quick signal for your audiences that they can find something valuable on your site. Structured data helps in building a more effective and powerful meta description to help you rank higher in search results. They will also help you snag Google snippets.

Conclusion

Meta descriptions are an essential part of onsite SEO. It not just increases SEO ranks but also boosts click-through rates, conversions, and sales. It improves indexing, letting users find the content they are looking for without scanning page titles. 

Make your meta descriptions discriptive, compelling and unique to each page of your website. Though they may be short, they can help in ranking higher in SERPs by letting search engines and users better understand what your page is about.

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