Getting your website or blog to rank on search engines is a constant pursuit. It’s also a regularly updated strategy, so you can’t just apply the same old methods over and over. Crafting compelling meta descriptions is one effective way to help your page appear in search results and attract clicks.
Have you noticed that Amazon product titles are unnaturally lengthy and bursting with information and descriptions? If you were a seller on Amazon, the product name would be the best place to display all keywords relevant to the items you’re selling. Unfortunately, this leads to ultra-long, cluttered product titles that may discourage readers or look spammy and uninviting.
That’s exactly what you don’t want for your meta descriptions. Thankfully, you don’t have to. Google’s algorithms make it impossible to rank higher just by using all the relevant keywords in your list. Stuffing your meta descriptions with keywords won’t boost your rankings. Instead, focus on creating descriptions that engage readers and accurately represent your content.
And while they are not technically a ranking factor, they are still one of the best SEO strategies you can apply. In this blog, we’ll talk about how you can engage readers and increase your website traffic by crafting effective meta descriptions.
What are Meta Descriptions?
Put simply, a meta description summarizes your webpage’s content, typically appearing in search engine results below the page title. It’s an HTML element, meaning it’s embedded in the code that tells a browser what the visible webpage is about.
On a search engine results page (SERP), a meta description may show up as the content under the page title—but not all the time! In fact, search engines like Google may sometimes generate their own descriptions based on the page content and the user’s search query.
It’s also important to note that a meta description is not one of Google’s ranking factors, meaning it isn’t needed for your website to appear under the search results.
So why is a meta description still a crucial element for any webpage?
Why do I need meta descriptions?
Just because meta descriptions don’t bring your page up the ranks doesn’t mean they’re useless. In fact, they are very important to your SEO effectiveness. Currently, meta descriptions function more like an ad.
They increase click-through rates.
Rather than speaking to a search engine by bursting with keywords, the meta description speaks to people.
“An effective meta description ideally targets the right user intent, which means it aligns with what the user is actively searching for whether they’re seeking information, a product, or a solution to a problem – the description addresses that need effectively.”
This relevance encourages readers to choose your search result over the others on the page. This leads to higher click-through rates (CTR)—the rate at which people click on your result—and means more traffic to your website.
A good meta description will also accurately convey the webpage’s intent to the reader so they know what to expect when they click. This lowers or eliminates the bounce rate—the number of people who click and leave a website. It also affects the overall user experience and satisfaction level. All these are great for Google’s ratings!
They help the search engine understand the intent and content of your webpage.
A meta description is just one of the many factors that search engines analyze to decide which results to display from a certain webpage.
Google, in particular, takes note of whether a webpage’s titles and meta descriptions are misleading, hiding what is in the site’s actual content. If your meta description is misleading, your webpage will likely not show up in the search results at all.
Additionally, meta descriptions can help search engines understand relationships between different entities (people, places, concepts) mentioned on your page, contributing to a more comprehensive understanding of your content.
From a user’s perspective, meta descriptions are a preview of your content. This helps users decide whether your page is likely to satisfy their query. This is why writers and content creators must focus on crafting persuasive and effective meta descriptions rather than thinking about them as a search element alone.
Read More: SEO Secrets: Here’s How You Can Get Your Staffing Firm on Google
How do I craft a compelling meta description?
your descriptions based on Google’s most recent “helpful content” update. e are also very practical ways to optimize your descriptions, based on Google’s most recent “helpful content” update. Here’s how you can craft and optimize engaging meta descriptions in a snap!
1. Don’t stuff keywords.
When SEO was new, keyword stuffing—or filling your titles, descriptions, alt texts, and even backlinks with your target keywords—may have worked in bringing search results up in the rankings. Now, however, Google has safeguards in place to stop this from happening. In fact, keyword stuffing will most definitely hurt your search rank results instead of helping.
Google’s 2022 “helpful content” update means that your page ranks higher if it effectively answers users’ questions.¹ Google rates search results based on whether your content is actually helpful to readers, not just trying hard to be visible.
2. Write compelling summaries.
The best way to actually get readers to click on your result is the content of the meta description itself. Here are some ways to increase user engagement.
Address a felt need.
Clearly state the problem your page addresses and the solution it offers. Be concise. As we’ll see later, you only have limited space to work with.
If your article is about how to get rid of oil stains, clearly show in your meta description that your blog is about getting rid of oil stains. Briefly state how your page can help the reader lift the stain in 10 minutes. Readers are more likely to click on a search result that they know will concisely answer their exact concern.
Call the reader to action.
Even in a short meta description, an active line of text tells the reader exactly what they can do next. Don’t forget to use the active voice!
“Struggling with oil stains? Get rid of them fast with hot water, baking soda, cornstarch, or baby powder. Click here for effective and spotless results!”
Here’s another example:
“Need top talent fast? Discover our pool of pre-screened professionals. Contact us today for rapid staffing solutions that drive your business forward.”
Related Reading: Turning Browsers into Buyers: 9 Secrets to Effective Call-to-Action Messages
Summarize your page.
“Give the ending away. Unlike a teaser, you can’t leave the reader (or the search engine!) hanging when it comes to meta descriptions.”
Readers should know what they’re getting into the millisecond your result brushes by on their screen.
For the best effect, your meta description has to summarize the page’s key points.
Read more: Black Hat vs White Hat: Which Side of the SEO Wars Are You On?
3. Optimize your meta description.
Google’s own website broadcasts: “Create content for people, not for search engines.”¹
While the best way to rank on Google is to write for people, there are still some practical ways to frame your meta description for the best effect.
Keep an eye out for the number of characters used.
Google truncates or cuts off meta descriptions beyond 155-160 characters (including spaces). Assuming Google chooses to display your meta description on the search page, it would be best if the user could see the entire description!
For instance:
“Expert IT staffing solutions for startups to Fortune 500s. Our vetted tech talents accelerate your projects. Find your perfect developer today.”
Add relevant keywords.
This isn’t keyword stuffing. It is good to add keywords, but don’t make that your main focus. Keywords help Google identify whether your meta descriptions are connected to your page. You can even use keyword optimization techniques and tools to make sure that the few keywords you do use in your meta descriptions are those most likely to be searched by your target audience.
Don’t hide facts.
Again, it’s an SEO best practice to summarize the page’s content rather than “teasing.” Don’t be clickbaity. Be aware that Google doesn’t guarantee it will display your written meta description. To help users find results truly relevant to their search intent, Google may instead show snippets of the actual webpage content on the search result page. So it would be best to just complete the description.
INCREASE YOUR WEBSITE TRAFFIC WITH ALLIED INSIGHT
Crafting meta descriptions is just the tip of the iceberg. At Allied Insight, we are excited to help you draw traffic to your website with site development, SEO optimization strategies, and well-crafted content. Allied Insight offers the staffing industry everything they need to be competitive in the digital space. Contact us today to learn how you can boost your ratings!
Reference
- “What creators should know about Google’s August 2022 helpful content update,” Google Search Central, 18 Aug 2022,https://developers.google.com/search/blog/2022/08/helpful-content-update
