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Search engines are incredibly competitive places. You want to do everything you can to ensure your page is in the top ten results for the keywords your customers are likely to use.
However, how do you encourage customers to choose your page as the answer to their search engine query? This is when a great meta description comes in.
Many businesses do not see meta descriptions as important and may even leave the box blank on their page. However, we believe that this is a missed opportunity and it is still very important to optimize.
As digital marketing experts, we know firsthand the power of meta descriptions and how they can get prospects to visit your website. In this article, we’ll look at why SEO meta descriptions are so important, and how to write SEO-friendly meta descriptions that will appeal to search engine users.
A meta description is an HTML tag that summarizes the content and purpose of a specific page on your website. This information is shown next to your page URL and meta description in the search engine results.
Here is a meta description SEO example. Let’s imagine you run a bathroom remodeling service business. The meta description for your home page could be:
The leading bathroom remodeling specialists in the UK. Tailor-made, high-quality solutions to suit your needs. Contact us today for your free, no obligation quote.
It shows who you are, what you do, and provides a call to action that encourages customers to get in touch. And it’s about the right length!
We are often asked if an SEO-friendly meta description is a ranking factor on search engines like Google. Meta descriptions do not directly affect rankings in the same way as backlinks and keyword optimization, and Google confirmed it.
However, SEO meta descriptions have an indirect effect on SEO. A well-written meta description that uses the right keywords and has a compelling call to action can encourage visitors to check out your site.
Think of your meta description as the equivalent of a storefront. Both are the first things a prospective customer sees, so make sure they look good!
SEO Meta Description Length: How Long Should a Meta Description Be?
It is difficult to give a definitive answer to this question, since meta descriptions work using pixel sizes and not characters. For example, a P or a Z takes up more space than an I.
However, we recommend that your meta description be between 50 and 160 characters long. While your meta description can be longer, it can be cut off in the search engine results if it is too wordy. Plus, you don’t want a long, boring meta description that puts your prospective customers to sleep!
Tools like the one Codeshack presentation lets you see how your meta description will look in the search engines, so you can check if it’s too long or too short.
Is Google Rewriting SEO Meta Descriptions?
Google has acknowledged that it sometimes provides its own meta descriptions to search engine users to provide information more relevant to their needs.
‘Wait,’ you might be thinking, ‘does that mean I don’t have to bother writing SEO meta descriptions if Google is going to do it for me?’
The problem with this is that Google doesn’t know your website and business like you do. It uses artificial intelligence to show what it is think is right; however, there is no guarantee that it shall be right This can lead to a confused customer who may skip your website and click on a desktop instead.
So… are SEO meta descriptions still important?
Yes. The more relevant and well-written your SEO meta description, and the more consistent with user intent, the less likely Google will rewrite it.
SEO Meta Description Best Practices
How can you write an SEO-friendly meta description that looks good, gets your customers to click, and won’t be rewritten by the search engines?
When you only have 160 characters to play with, it can be a challenge!
Here are our top tips for writing the best SEO meta descriptions.
Think like a customer
We mentioned earlier that Google is less likely to rewrite your meta description if it matches the user’s intent. By user intent, we mean the specific goal your prospective customer has when they search.
Let’s go back to the bathroom remodeling services example from earlier. If a customer is searching for ‘bathroom remodel ideas’, they may be considering a new bathroom but are still in the research phase and are a long way from making a purchase.
However, if they search for ‘bathroom remodeling services near me’, they are much closer to buying.
Use this to your advantage when writing your SEO meta description. Understand what your customers want to see and create a meta description that tells them what they need to know. How will your product or service make their lives better?
Bonus points if you can include the keywords you know your customer will use to find your page. These are always encouraged in the search engine resultswhich makes your meta description stand out even more.
Keep your meta descriptions unique
When you have 300 meta descriptions to write, you may be tempted to take a shortcut and use the same description for some or similar pages.
The problem with this approach is that you don’t adjust the meta description for each unique page, reducing the likelihood of engaging your customers. Plus, if two or more pieces of content are arranged on the same page, duplicate descriptions look sloppy and give a bad impression of your business.
While writing unique SEO meta descriptions may feel like a chore, unless the content and purpose of your page changes drastically, it’s a one-time job well done. Take the time to create high-quality content, and you’ll reap the benefits now and in the future.
Don’t forget your Meta title tag
Your meta title tag works with your meta description to tell prospective customers about your business. It is important to make sure that both are optimized to perfection.
Try to keep your meta title between 50 and 70 characters long, add relevant keywords and include your company name for added brand awareness.
Meta descriptions are the unsung heroes of your website. Write the best SEO meta descriptions you can, and you’ll see the click-through rate for your site skyrocket as a result!
get ready
Don’t have the time to create perfect meta descriptions? Bubblegum Search can help We are SEO specialists, which means that every meta description we create for your business will drive clicks and, most importantly, leads and sales.
Contact us today for your free, no obligation call. All we need is 20 minutes to understand your business.
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