How to Write Meta Descriptions to Increase Clicks and Improve Your SEO

Creating consistent content is key to powering your SEO.

The more quality content you produce the better your SEO will be.

And when it comes to engaging and SEO-optimized content there are a few small items people often don’t pay enough attention to…

• Great blog titles
• Effective Meta titles
• And well-crafted meta descriptions

My last email focused on writing spot-on meta titles. Today, we’re moving on to meta descriptions.

What the heck is a meta description?

It’s the snippet of copy you see describing a site page or blog post on a search results page.

You write meta descriptions on the back-end of your website. If you use WordPress, a plug-in like Yoast makes this easy.

And platforms like Weebly, Wix, and Squarespace have SEO sections where you can add them.

You see meta descriptions on a search engine results page below the page title and URL.

Unlike meta titles, meta descriptions are not a direct SEO ranking factor but they ARE a VERY big deal.

Why?

Because they can have a considerable effect on your click-through rate. That is, the more eye-catching, descriptive and engaging your description is, the better chance someone will click on it.

You’ll also see meta descriptions on social networks.

How do you write a winning meta description?

Focus on the answers or solutions your potential customers are searching for.

Remember you’re trying to get clicks, so it should be clear, focused, and click-worthy.

People search because they’re looking to get answers or solve problems, so make it easy for them by writing meta descriptions that appeal to them.

Convince them you’re the solution.

Crafting persuasive meta descriptions is a key first step I recommend to businesses getting familiar with basic SEO.

And they can truly make a difference because many businesses—possibly your competitors—either ignore them or write poor descriptions.

Your potential customers are looking for someone like you to help them and, this is exactly why writing high-quality meta descriptions is key. Their decision on whether or not to click starts with your meta title and your meta description helps convince them to act.

Think about your search experience.

What type of meta description gets you to click?

I’m guessing that it’s copy that clearly addresses your need and convincingly invites you to act. Am I right?

Think about it this way…

A good first impression works wonders

• Meta titles and descriptions are usually the first peek someone has of your business.

• And a well-crafted meta description will most definitely tempt someone to click on that link.

Also, you don’t have much space. I recommend keeping your descriptions under 155 characters. All the more reason quality counts. Clear, concise, inviting descriptions win the day.

To write the best descriptions I recommend the following…

1. Clarify the problem. This can be in the form of a question or a simple statement. It’s a good idea to focus on the keywords they’re searching for.

2. State the outcome. Briefly tell the searcher what help they’ll get.

3. Invite them to act. Convince them you’re the answer to their problem.

If you’re a regular reader you know that these three steps are what I advise to make your website magnetic.

• Meta descriptions are not just about SEO, they’re little brand snippets.

• Every meta description you write is brand copy crafted to get clicks.

• And more clicks means better SEO!

I’m always talking about helping small business owners effectively work through the complexities of marketing, one uncomplicated step at a time.

Meta titles and meta descriptions are simple steps that can make a world of difference.

Try my recommendations. Quality meta descriptions will result in engaging copy that generates more clicks and improves your SEO. Give it a shot and you’ll soon see how easy writing them can be.