Meta description writing is both an art and a science, so below we've outlined some of the best practices and tips in which you can ensure your meta description gets the most clicks in the SERPs:
Write Compelling Advertising Copy
Craft a meta description that entices users by highlighting the most attractive and relevant aspects of your content or business, making it irresistible to click on. By using power words - words that evoke emotions - you can more easily trigger a click from the user.
Avoid Duplications; Make It Unique
Ensure that each meta description across your website is unique and tailored to the specific content or page it represents. Duplicate meta descriptions can be confusing to both users and search engines. When there's confusion, no actions are taken, and your click-through rate, traffic, and rankings decrease.
Length of Meta Descriptions
Keep your meta descriptions concise and within the recommended limit of around 155-160 characters to ensure they display fully in search results, providing enough information without being too long. If they are longer than this length, they will likely be truncated (the endings cut off), which loses critical information about the content.
Make It Actionable
Encourage user engagement by including actionable language in your meta description. For example, use phrases like "Learn how to," "Discover," or "Find out more" to prompt users to take action. This language can lead to higher click-through rates and, subsequently, higher rankings.
Include a Call To Action
Add a clear and concise call to action (CTA) to guide users on what to do next, such as "Shop now," "Request a quote," or "Read our latest blog post." A well-placed CTA can boost click-through rates and also increase conversions & sales on the website.
Use Your Primary Keyword
Incorporate your primary keyword naturally within the meta description, ideally as close to the beginning of the meta description as possible. This can improve the relevance of your meta description to the user's search query and is usually bolded by search engines. The bolded keywords help users quickly scan pages for relevancy and find pages that fit their intent.
Match the Content on the Page
Ensure that the content on the page aligns with the promises made in the meta description. A meta description should accurately represent what users will find when they click through to the page, enhancing user satisfaction and trust.