The right way to Write Meta Descriptions that Drive Clicks and Conversions (2021)


You’re working arduous to market your organization. You’re writing your product descriptions, optimizing your photographs, and mastering a lot of the different parts of efficient SEO (website positioning).

Nonetheless, when you’re like many enterprise house owners, one facet of website positioning could possibly be providing you with hassle: meta descriptions.

What’s a meta description?

A meta description is meta tag that acts as a 155-160 characters abstract that describes the content material of an internet web page.

Serps present it in search outcomes when the meta description additionally contains the key phrases being searched. In contrast to the web page title, meta descriptions aren’t a rating issue, however they do entice customers to click on by way of to a web page and are a part of efficient on web page website positioning. You will see them in a web page’s code as <meta identify=”description” content material=, adopted by the written description.

Whenever you sort a search question into Google, let’s use “non permanent tattoos” for example, you’re led to a search engine outcomes web page (SERP).

This web page is extraordinarily difficult, however for now let’s ignore all of the advertisements, photographs, and movies, in favor of the extra conventional natural search outcomes.

SEO meta description

The blue phrases on the high are the “Title Tag.” They’re the title of the net web page. Under them you’ll see an outline of not more than ~155 characters. That is the meta description.

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Dissecting a house web page meta description

Studying different folks’s meta descriptions will make the method look deceptively easy, however that simplicity is the very factor that makes them so arduous to put in writing. The tough 155-character restrict means the meta description can’t be for much longer than a tweet.

The great descriptions provide you with a short overview of what the positioning is about, in addition to a compelling purpose to click on the title tag. All of it occurs so rapidly and painlessly, many searchers gained’t even discover themselves making a call.

They’ll merely click on on the hyperlink, satisfying their curiosity with out having to consider it. Right here’s a superb instance of an ideal meta description.

Meta description examples

All collectively, it’s simply twenty one phrases. Intelligent naming helps Demise Want Espresso pack a punch right here. With the primary three phrases, “Demise Want Espresso,” you already get an thought of what the corporate sells (espresso) and what defines its model (hardcore, however tongue-in-cheek about it).

Demise Want then says it’s the “high on-line coffee-seller.” With these phrases, it positions itself as the perfect, lets the reader understand it’s an ecommerce retailer, and reaffirms that it sells espresso.

The subsequent few phrases again up Demise Want’s declare that it’s the perfect. In spite of everything, it’s an moral firm (“fair-trade”) that makes use of the perfect (“natural”) components, all whereas ensuring the client will get the sturdy cup of espresso they need (“high-caffeine”). Even the phrase “blends” positions them as espresso specialists, the kind of people that put care into ensuring their product is the perfect.

The second half of the meta description repeats the core idea of Demise Want’s model in a method that resonates, saying, “… we now have the world’s strongest espresso!”

Counting all of it up, we now have 4 phrases which might be variations on the phrase ‘espresso’, two claims that it’s the perfect at what it does, and three other ways of backing up that declare. All on this one sentence: “Demise Want Espresso Firm is the highest on-line coffee-seller of fair-trade, natural, high-caffeine blends, and we now have the world’s strongest espresso!”

Now that’s good copywriting.

Dissecting a product web page meta description

Writing meta descriptions in your product pages is slightly simpler than writing them in your dwelling web page, as a result of your product pages aren’t supposed to talk for your small business as an entire.

As an alternative they’re talking for one thing that gives a tangible profit to buyers:

  • Promoting spatulas? Let the reader know that this spatula will make cooking a lot simpler.
  • Promoting lawnmowers? Have the reader think about a quick and straightforward journey by way of the grass.

For a superb instance of a persuasive meta description, let’s take a look at the search end result for So Price Loving’s stickers.

Metadata description example

Instantly and in all-caps, the outline makes you understand that lots of stickers don’t final so long as you need them to. Then, SWL guarantees that their stickers clear up that drawback.

Capitalizing the meta description is a daring transfer, and I actually wouldn’t suggest capitalizing the entire thing. However right here it really works, as a result of the capitalization does not appear to be it’s there simply to seize consideration. It additionally does the work of separating the word from the remainder of the textual content. After the word, this description works effectively as a result of it retains the deal with the reader.

You do want to offer some thought of what differentiates the product—So Price Loving does this by emphasizing the sturdiness and by letting its web site identify recommend that the sticker goes to be actually, actually cool. However after that, it’s all about letting the client visualize themselves with the product.

The outline suggests the enjoyment a purchaser may get after they see the sticker as a “greatest little reminder,” providing numerous methods the sticker might simply match into their life: “Stick them in your automotive, laptop computer, water bottle, wherever you need to see them.”

The ending particularly works superbly. It begins the sentence by suggesting the product will make you are feeling some highly effective emotion, however then it makes you click on the title tag to seek out out what that emotion really is.

Although some website positioning specialists will inform you to verify your meta descriptions all end with full sentences, the half-sentence can do wonders in your click-through charge.

In case you’re going to make use of this technique, it’s good to get your meta description as near the tough 155-character restrict as doable.

The right way to write a superb meta description

Now that we now have an understanding of meta descriptions, you’re in all probability questioning: what are the perfect methods to use this data to your small business?

First, deal with what would compel a searcher to click on in your title tag. That requires answering two questions:

  1. What are you providing?
  2. Why ought to I purchase from you?

For product pages, the primary question has a easy response: you’re providing your product. The second will likely be resolved by the easy reality that you simply’re the one promoting the product.

Meta descriptions in your dwelling web page are slightly trickier. As we noticed within the Demise Want Espresso instance, the perfect factor is to repeatedly emphasize your model. That’s the one factor your entire retailer provides, and it’s the rationale they need to purchase from you.

Let readers know what you do, inform them about your distinctive promoting proposition, and convey this info a number of instances, as a result of the meta description isn’t a spot for subtlety. Struggling to provide you with an efficient meta description in your dwelling web page is widespread, so it’s greatest to be affected person and assume arduous about your model.

In case you’ve been round for awhile, what do returning prospects say about your small business? And when you’re new, what made you assume this enterprise would get prospects?

Discuss to folks about your small business, formulate the outline such as you would an elevator pitch. You’ll in all probability need to undergo a pair drafts. It’s essential to get issues proper, as a result of this would be the first publicity many purchasers must you and your model.

When to put in writing a meta description

Consider it or not, this text isn’t going to assert you need to hurry and ensure your whole pages have meta descriptions.

For one factor, Google robotically creates these descriptions by pulling from the net web page’s content material, and that course of lends extra flexibility than a copywriter can handle. Optimizing a web page for one key phrase is difficult (however price it!). When folks land on a web page by way of a wide range of search phrases, it turns into too troublesome to optimize correctly.

Additionally, for companies with a whole lot (if not 1000’s) of pages, going again and writing meta descriptions for each single one could be a Herculean activity.

As an alternative, it’s greatest to deal with the pages that get essentially the most natural site visitors from serps. Take your high ten or twenty pages and ask, “Are we actually promoting the product right here, or is there a method we will enhance the click-through charge?”

Shifting ahead, everytime you or a author you’ve employed places collectively a brand new web page of content material, it’s a good suggestion to have them write a meta description within the useful resource’s particulars web page of the Shopify admin. Not solely will this enhance your website positioning, it’s going to additionally pressure you to condense the concept of the web page into just some phrases.

This turns into the “subject sentence” for the web page, primarily, and it helps you identify whether or not the web page’s copy frequently fulfills the promise of the meta description.

Meta descriptions are your greatest salespeople

In the end, the meta description is a promise you make to searchers. Amongst a sea of competing internet pages, it calls out to them and says, “That is the web page you’re in search of.”

When writing your meta descriptions, make sure that to recollect the three key issues we talked about on this article.

1. Your description can’t be greater than ~155 characters

It’s okay to put in writing a meta description that cuts off midway by way of the sentence. Simply be sure you know you’re doing it.

2. Concentrate on the client

The descriptions in your product pages ought to deal with how this product might make the client’s life higher. The house web page description ought to promote the best way your model matches the client’s desires and desires.

3. Repeat, repeat, repeat

You don’t have a lot time to make an impression. When you’ve discovered the message you’d wish to convey, make sure that each phrase and phrase alternative conveys the message.

Hopefully, this text has helped you perceive the artwork of writing meta descriptions. When you’ve utilized these tricks to your personal web sites, you possibly can say goodbye to low click-through charges.

Concerning the writer: Billy Peery is an website positioning copywriter who has written for Cracked, Harvard Scholar Companies, and a surprisingly massive variety of shifting blogs.

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Incessantly requested questions on writing meta descriptions

What’s a meta description?

A meta description, often known as a meta description attribute or tag, is an HTML aspect that describes and summarizes the content material of your web site’s web page for the good thing about customers that use the search engine to search for merchandise/ companies.

What ought to I write in a meta description?

Deal with the meta description of each internet web page of your retailer as a mini advert. Make it as compelling and related as doable and be crystal clear about what the web page is about to nudge the search engine consumer to test it out for extra info.

How lengthy is a meta description?

Your meta description size ought to ideally be about 155-160 characters. The thought is to summarize the web page for an web consumer in essentially the most crisp method doable.

How do I discover meta description?

Unsure if an internet web page in your retailer has a meta description or not? Good-click wherever on the web page and choose “View Web page Supply.” A brand new tab will open in Chrome (in Firefox, it’s going to be a pop-up window). Go to the “head” of the web page – that is the place the meta tags, together with the outline could be, if added.


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