Looking for an easy way to increase your click-through rate?

PRETTY SIMPLE…

Write meta descriptions that are worth clicking …

It’s as simple as that!

Despite not being one of Google’s ranking factors, meta descriptions are very important in SEO.

Through your meta descriptions, searchers will get that first impression of your website. Therefore, a well-crafted meta description will help catch searchers’ attention in search results and get them to click through to your website.

Remember again…

Your Meta descriptions will still have to be well-crafted to capitalize on their benefits.

…and you have to make them click-worthy, like in this example below:

Surely, the question now that is coming to your mind…

How can I write these Meta descriptions and make them click-worthy?

Well, let’s talk about that right away!

But let’s first define what a meta description is…

What is a Meta description?

A Meta description is 160-character snippet that summarizes a page’s content.

Meta descriptions get displayed to let searchers know what the webpages that come up in search results are about before clicking on them.

Meta descriptions’ role is to help searchers take the decision whether to click through to your site or webpage that is being displayed in search results.

Here’s a Meta description example of one of my published articles:

As you can see, this Meta description is right to the point.

…and is giving my visitors to be a reason to click. That’s exactly how you’ll want your Meta description to be like.

How Meta Descriptions Look Like in HTML Code

Let’s take as an example Google’s Meta description itself:

<meta name=“description” content=“Search the world’s information, including webpages, images, videos and more. Google has many special features to help you find exactly what you’re looking for.”>

That’s exactly 159 characters, spaces included.

As you could see, Meta descriptions are simply snippets of text used to help search engines understand what webpages are about.

This helps them as well with ranking pages for their relevant keywords and queries.

Why Are Those Meta Descriptions So Important?

Well, Meta descriptions are especially that important because of…

The Google algorithm in charge of ranking pages for certain keywords focuses as well on the Meta description content.

This means that crafting a well-optimized Meta description for your webpage will definitely have a direct and a positive effect on its ranking in search results.

To play it well, try to craft a Meta description that is not in your page content. This could be the difference between ranking on page 3 for “best dress” or page 1.

Meta descriptions help, additionally:

Make it easier for users to find the content they’re searching for without having to scan the page titles

Increase your click-through rate, and thus boost your conversions and sales.

Improve your indexing to rank higher in search results

When sharing a link, meta descriptions can also show up on social media.

Meta description use is even recommended by search engine Google itself.

Meta descriptions help also with improving your users’ experience…

How?

They’ll be showing your users to be what information to expect on your page if they ever click through.

Wanting more reasons to use meta descriptions?

Keep reading…

Reason 1: bold keywords in the SERPs

Bold keywords help catch users’ attention. When a user searches for a specific keyword or phrase, they will notice it as a bold result in the SERPs.

Therefore, if you are targeting that phrase or keyword, you’ll want it to stand out. In the following search results for ways to make content mobile friendly, which one catches your attention?

Definitely, that one of Forbes article, doesn’t it?

That’s why you’ll want to include your top keyword phrase in your article title as well as in your Meta description. No one would want to be in such search results with no bolded keywords out there.

Reason 2: Top Social Networks Are Also Using Meta Descriptions

All posts or pages shared on social networks such as LinkedIn or Facebook will have their Meta descriptions or their first sentence(s) showed up as a description in the share.

Meta descriptions generally show up in their entirety, while first post sentence(s) end up cut off with an ellipsis […]. Unfortunately, not everyone would take care of editing your post or page description on Facebook or LinkedIn before sharing them as you would do personally.

Therefore, try always to craft solid Meta descriptions that are worth clicking just the way you would do for search results.

Reason 3: Social Bookmarking Networks are Using Them Too

Many social bookmarking networks such as BizSugar and Pocket are also using meta descriptions to describe the pages on their network.

How to Add Meta Descriptions to Your Content

If you are using WordPress, then things will be easy for you…

You can easily add your Meta descriptions to your pages using plugins such as All-in-One-SEO plugin.

Ok…but how exactly?

Well, just log into your WordPress Dashboard and do the following:

1. Install and activate the All-In-One-SEO plugin.
2. After that the plugin is installed, select that existing page or post to optimize. 
3. From within that page or post, scroll down to the bottom till you find AIOSEO Settings.
4. Under the General tab, scroll down till you get to the Meta Description field. 
5. Type in your Meta description.
6. Click “Save draft” at the top of the page or post.

That’s it!

Attributes of a Solid Meta Description

To help you craft the best Meta description possible and thus, increase your click-through rates, make sure you follow these tips below:

Keep them brief. Meta descriptions can be 155 to 160 characters long. Limiting them to around 100 characters, however, would be excellent to ensure they are also mobile friendly.

Make them easy to read.

Add call-to-actions to let searchers know what they’ll get before they click through.

Use direct language and add relevant keywords.

Avoid keyword stuffing.

Don’t use vague or generic phrases like “Welcome to our Site”. You’ll be telling searchers nothing useful through this. Instead, make you Meta description relevant and to the point.

The following are two solid examples of Meta descriptions:

You see? They’re sweet, short, and descriptive just like solid Meta descriptions should be.

How to Write Meta Descriptions That are Worth Clicking

Meta descriptions are great to capture visitors’ interests, to increase click-through rates and thus, improve your organic traffic.

Meta descriptions can be used in different ways, like:

Help searchers understand what the pages in SERPs offer.

Give searchers incentives to click and engage with a website.

Offer email sign-ups, Sell a product, or direct users onto social media pages.

How to write a Meta description that is click-worthy and which will help you improve your rankings in SERPs, though?

We have gathered some great tips to help you craft some powerful Meta descriptions and cash in on their SEO benefits.

1.Meta Descriptions that are Worth Clicking Include Call-to-Actions

Including a Call-to-Action (CTA) in Meta descriptions is a great way to get users to click through to your website. You can use, for example, phrases like “Shop Now”, “Learn More,” or “Apply Here” to compel searchers to click.

For instance, this example from Indeed, a hiring platform, is asking users to apply for remote work positions like Customer Service Representative, X-ray Technician or Operation Associate.

2. Meta Descriptions that are Worth Clicking Offer Value

You cannot expect from users to click through to your website for no apparent reason. Showing them the value to gain if they ever visit your website, will be more encouraging for them to click.

How to do it?

The first and most important thing, be clear about your offer…

For instance, if you’re offering something informative, use words like:

• See
• Watch
• Learn

Otherwise, if you’re offering a product or service, use words such as:

• New
• Best
• Popular
• Deal/deals
• Packages

Look at how these travel companies here are using their Meta descriptions in SERPs:

They are all making their Meta descriptions stand out with bolded words like “best” and “deals”?

For those looking for a deal or a vacation package, these Meta descriptions will undoubtedly grab your attention and interests.

3. Meta Descriptions that are Worth Clicking are Interesting and Unique

Meta descriptions are meant to reflect your page content…

They are meant also to stand out and capture your visitors’ attention.

Whether your Meta tags are on your homepage, e-commerce listings, or sales pages, you’ll want them to get searchers to take action and click.

How exactly?

You can try the following:

Try to grab visitors’ attention through clickbait titles or asking them questions they would want answers to.

Include eye-catching phrases or words that catch a searcher’s attention, like “hilarious,” “incredible,” or “life-changing.”

Add relevant keywords that reflect accurately your page content.

Use a descriptive language and some strong adjectives in case of selling a product or service to highlight their unique qualities.

4. Meta Descriptions that are Worth Clicking Include Keywords

Make sure to include one to two keywords per phrase in your Meta description.

Make sure also they are relevant to your page.

Why is it that important to add keywords in Meta descriptions?

Keywords in Meta descriptions are important for two reasons:

They will help search engines such as Google understand the topic of your page and better rank it in SERPs.

Users will be sure the page they are clicking covers the topic they are inquiring about.

By the way, there are fortunately many tools available online to help you find your best keywords to use.

Note: To ensure each of your pages show up in all relevant searches, each of them should be using different keywords in their Meta descriptions.

Golden Tips for More Powerful Meta Descriptions:

1. A/B Test Your Meta Descriptions

You can use your Meta descriptions to experiment with different phrases, keywords, or call-to-actions CTAs.

This way, you’ll be able to determine which of these drives you more engagement.

To A/B test your Meta descriptions…

Start first by making two for each of your pages.

Then, proceed as follows:

The first Meta description will be your current one. You can keep it as it is or focus on a different offer or term.

In the 2^nd Meta description, you include, for example, another variation of your keyword or CTA.

Run each one for a few weeks…

Check your Google Analytics to see which one is performing the best.

Use that best one.

Still, don’t look just at clicks. Analyze also metrics like:

• Conversions
• Time on page
• Bounce rate

With these metrics taken into account, you’ll be choosing the Meta description that is making a real impact.

2. Adopt a Structured Data

Structured data meta tags are HTML tags that help build more powerful Meta descriptions.

That’s another wonderful way to help rank higher in SERPs through your Meta descriptions.

Most common types of structured data metatags used by online marketers are as follows:

• Business name
• Address
• Email address
• Phone number
• Image URL
• Twitter handle

There are many ways to start with implementing structured data.

One of them as you might have already noticed in search results is when using reviews in meta descriptions.

Here are some examples:

Positive reviews will show users that you’re trustworthy and that the products or services you’re offering are of quality.

3. Avoid Duplicate Meta Descriptions

One of the advantages of unique Meta descriptions is that they increase the probability that search engines will easily understand what your page is about and how it compares to others.

Duplicate Meta descriptions, however, will simply make this process a little bit more difficult…

This means, Meta description crawlers will find it difficult to crawl your pages with duplicate Meta descriptions which will by the end affect negatively your website.

Duplicates are also bad for users…

Let’s imagine having the same duplicate on each of your pages…

Searchers will get confused not knowing what kind of content is really on each one of them.

Even if you have many pages with quite a similar content, which applies especially to e-commerce websites, make sure your Meta descriptions are still unique on each of your site pages.

4. Transform Your Meta Descriptions to Real Calls-to-Actions

You can convert Meta descriptions into a powerful call to action and thus encourage internet users to take action.

Here are some great tips to use for that…

Write your Meta descriptions in a clear and concise language. Include words and phrases that describe value and give users a good reason to click. Also, don’t use any vague statements. This won’t be of any value to users to get them to click through.

Include calls to actions. Try using language such as “Shop now,” “Apply here,” “or “Learn more about our products.”etc.

Test them with different phrasing, description lengths, and keywords positioning to see if you can get increase your click-through-rates.

Use your Meta descriptions to highlight your products or services features.

Add a sense of urgency to your Meta descriptions such as: “Don’t miss out on this opportunity” or “Hurry up before we are sold out!”

Conclusion

Meta descriptions as we have just seen are such an important ingredient in SEO.

To take the most of them in terms of SEO benefits, they have to be descriptive, unique, compelling, and worth clicking.

Although they are not a Google ranking factor…

Meta descriptions will help you rank higher in SERPs through helping search engines such as Google and searchers as well better understand what your content is about.

Remember that each of your pages should have their own and unique Meta descriptions, be it product pages or blog posts.

I hope you GUYS so enjoyed reading this guide and got all your answers about how to craft those meta descriptions that are worth clicking.

Recommended reading: Instant Indexing in Google: How to Submit Your Website to Google?

(Featured Image Credit(free) : wallpapercave)

NB : All screenshots within this guide are made from Google search results.

Did you find this guide helpful?

Got any nifty tricks or suggestions for us?

We would love to hear from you!