Meta Descriptions – How to increase organic CTR

Monday, 12 May 2014 18:05
There are many types of on-page changes that you can do to make your website better. Meta descriptions are found in the header of your pages and they look like this:. Now that you know what it looks like and where to find it, what should you do with it? A lot of websites will kind of ignore this piece. They may not know that it is needed on a page. Worse still is when they know they need it and simply use a generic description for multiple pages. This is usually in the form of information you’d find in their About Us section.

The meta description is really a piece of ad copy that a user will see when they perform a search. You can find it by performing a search and looking below the title of a link. You’ll find a sentence or two of text. That is the meta description. Though meta descriptions do not boost your rankings, they are useful for driving clicks to your site through organic listing. In this regard, it is still part of optimizing for the search engine. You don’t want to simply show up on page one for certain keywords. You want people to click through to your website and fill out a form, buy a product, or perform some other conversion. In order to help drive clicks, you want to make your meta description sound interesting and provide enough information to searchers in order to let them know what they’ll find when they do click.

Meta descriptions should be between 150 and 160 characters long. Anything more and you’ll start to truncate your descriptions, which both looks bad and is unhelpful as no one will see the rest of the description. Make sure that the descriptions focus on what the page is about, which can include a keyword that you are trying to rank for as long as it is relevant to the page in question. Don’t use the keyword more than once and only if it makes sense. Again, you are trying to write ad copy to convince the searcher to make the click. It is alright to not have a meta description if you don’t have one for a page. Whatever you do, do not duplicate your meta descriptions.

Written By: Doyle Clemence – SEO