How do We Write a Meta Description that Generates Impressive CTRs

How do We Write a Meta Description that Generates Impressive CTRs

How do We Write a Meta Description that Generates Impressive CTRs?





We all want higher positions in search engine results and, as a result, as many visitors as possible on the site. For this, we need to focus our attention on all the SEO optimization factors, both ON and OFF. But we often neglect aspects that, as we will see in this article, are quite important and make the difference between a well-optimized site and a less well-optimized site.

Metadata not only is mistaken in some cases, but is often completely neglected by site administrators.
How many times has it happened to see in the search engine results, instead of a well-written description, a few words that have been discarded without any relevance? Probably many times.

What is a meta-writing?
At first, meta description or the meta description tag was perceived as a text written specifically for search engines. Today its role is much more important and is associated with click rates for the pages involved. The meta description is better designed, users are more interested in clicking on our site. We get higher clickthrough rates, longer traffic and longer-term positions in better SERPs.
The Meta Description tag will only be visible to search engines in the results list, as it is not displayed on our website pages (except by making the source code where it is visible).
Example meta description displayed in a google result:





It is displayed by the title of the page and its link.
As you can see, the words “SEO Optimization” have been shown bold because the words I searched for were SEO optimization.
If we wanted to look for the word “dog,” in a text like “Save a soul, adopt a dog,” the word “dog” would have been bold.

How do I add metadata to a webpage?
Like the title tag, the meta description will also be added to the section of the page, with the following tag:

.

Also, for this tag there is an easier way to add if we use a WEB platform that allows us to customize it.

For the WordPress platform we recommend the plugin: Yoast SEO. It’s easy to use and very useful, not just for adding metadata but also for other SEO actions.

For more information about the tag, you can access the w3schools site.

How does a meta description describe a web page?
Since text written as meta tags is not displayed directly on webpages, we need to use other methods to see what it is. They are:

Using a web browser plug-in such as: Seo quake.
From the source code of that page. (CTRL + U)
Directly from search engine results.
In search results from google.
The ideal length of the text

9 Tips to Consider When Writing a Meta Description!

Include the target words in the metadata text
Surely the integration of target words into the metadata phrase will have a positive effect on CTR growth, especially when they are not in the title of the page. Visitors want to see that your site is relevant to their search.

The length must be between 135 and 160 characters
Theoretically, we do not have a limit imposed on the number of characters used to write a meta description, it may contain as many characters as you want. But a very important thing to keep in mind when adding a meta-tag, is that Google typically only displays the first 160 characters and the rest of the text will be “cut”.

Be as relevant as possible
A correct description for a web page must be primarily the link to the page for which we want to display it.

For example, if we have an online store and we want to add a metadata for the “Dresses” category, we will write a text that refers to the dresses on the site and not one in which we talk about the site in general or other thing irrelevant.





Think about your meta-typing that would attract you to visit your site
Taking into account that meta-writing is the second thing a user saw in search engine results, we can use this aspect and create more attractive text for potential site visitors. If we have climbed to a top position in the results, we now also need clicks, otherwise it would be useless.

Think about your meta-typing that would attract you to visit your site
Taking into account that meta-writing is the second thing a user saw in search engine results, we can use this aspect and create more attractive text for potential site visitors. If we have climbed to a top position in the results, we now also need clicks, otherwise it would be useless.

Be designed for users and not for search engines
Just like the meta tag title, a correct description is written for users. Many people make the mistake of writing it for the search engines, thus appearing “keyword stuffing”. The meta-script becoming a full of words of stuffing, for example: “Cheap cars, cars, cars for sale, online cars,” when in reality metadata should be “clean”, like: “Buy now Cheap car “.

Avoid copying the same description on multiple pages
Another common mistake on many sites is to have duplicate descriptions. We can find duplicate metadata using Google Search Console (click on “Site Lookup in Searches” then choose “Improvements for HTML”.

Because a unique description on each page is beneficial for SEO optimization, a dynamic method of changing metadata for automatically generated pages can be used, although an original description written on each page is much better if that is possible.

Use quotes carefully
Glides are commonly found in HTML language, just like the meta description tag, where its content is added in quotes.

The use of quotation marks can be interpreted as the end of the text (closing the tag) and this results in “cutting” the length of the text.

To avoid this problem, it is advisable to avoid using quotes or using HTML entities.

Text call-to-action text
In some cases, we can also use call-to-action text. For example, if we sell men’s watches, we can add a description like: “We have the newest and cheapest watch models, learn more!”, “Find us the best watches, buy now!”

Product specific date
If we want to sell a product, adding technical data on the product could be an excellent idea. If the visitor specifically looks for this product, you may not need to convince him to click, but adding the price could be an encouraging factor.





What metadata should I start with?
The first time you can start with the most important page of the site, that is, the homepage (first page)! For this you need to pay close attention.

After adding metadata to the main page, you can continue with other important pages of the site. Namely the most visited (you can use Google Anlytics to find the most visited pages), the ones you expect to produce the most sales, etc.

Is metadata a factor that influences position in SERP?
Google announced in September 2009 that both meta description and meta keywordures are not factors that directly influence site positioning in the search engine, google using the metadata just to display it in the results list. So do not expect meta-writing to be the magical solution that will send your site directly to your search queue, because it will not do it.

This does not mean that meta description can not influence your search engine position. He will do it, but in an indirect way.

A properly written text will attract clicks, which means a click-through rate (CTR). And as you may know, CTR directly influences the position of the site.

Sometimes it’s good not to add a meta-writing
Although in theory it is good to have a meta-writing on each page, sometimes there are cases where a meta-writing would do more harm than good.

For example, if we target between one and three keywords, it is more than okay to write a metadata for that page.

But if the page loads more than three keywords, sometimes it is better to let Google automatically choose a metadata from the content of the page.

The reason I say this is that Google, in the absence of a meta-script, will choose the phrase that contains the keywords searched by the user, which may be more relevant than if we want to add a meta-text to the page.

Conclusion
You probably realized, reading this article, that meta description is another very important aspect in the SEO optimization process and should be treated with due care.

Always write it with the thought that it will be for people, take care of its size, and remember that it is better not to add a metadata than to add the same metadata to multiple pages.

How important do you think the description is meta? What importance do you give them?

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    June 30, 2017 Reply

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    July 7, 2017 Reply

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