When your post appears on a user’s Google search, the first thing they notice is your title. But there will be several other results with the same title. For any user to click on your site, you’ll have to make your post stand out. But you can’t do that without making your readers read the post, right?
Well, in reality, you can actually do that. How? By writing click-worthy meta descriptions every single time. Your meta description is the second most important thing that your users see when your post appears on search terms.
And it's the first and most important thing that can help you stand out amongst the other results. So what exactly is this meta description?
A meta description is a brief summary or preview that appears just below your post’s title on search results and URL. The purpose of a meta description is to provide a concise and informative gist of what the post is about and what readers can expect from the post.
Readers decide whether or not to click on your site by reading this brief summary under your title. So it plays a major role in boosting your click-through rate (CTR), increasing your traffic, and ultimately boosting your sales.
The good news, however, is that you can easily optimize your meta description for both search engines and users. The catchy is in offering a clear and compelling reason to click through to the page.
So now let’s understand a few easy ways through which you can write click-worthy meta descriptions every single time. Let’s get started.
1. Keep it Concise
Ideally, you can use long meta descriptions. But Google displays only up to 160 characters for every website. So if you keep your meta description long, chances are that you’ll be abruptly cut off. This not only makes your meta description look odd but also makes your message delivery ineffective because your users will now read only a section of the message.
So make sure to keep your meta descriptions short and concise. It should not be more that 155 characters. By keeping it to 155 characters, you can ensure that they display properly on search engine results pages (SERPs). So aim to convey your message in as few words as possible.
2. Use Action-oriented Language
Another effective way of optimizing your meta-description for better CTR is to use actionable language. When people are doing a search, they usually intend to learn something new, make a purchase, book a ticket, etc.
Using actionable words can make your users feel excited about things and create a sense of urgency. This will automatically prompt them to take action.
Some effective, actionable words or phrases are "Discover," "Learn," "Find," "Explore", “Limited time offer," "Act fast," or "Don't miss out".
3. Highlight your Unique Selling Proposition
If you want people to click on your website, you have to show them why they should choose you over the others. What makes your content or product unique?
You can easily convey this message through a strong meta description. Make sure that you craft it in such a way that users understand your USP immediately. But before you do that, you first need to identify what’s making you different. Identifying it yourself is important for you to put your thoughts into words.
Once you do that, putting them into words won’t be much difficult.
4. Include Relevant Keywords
While keyword stuffing is no longer an effective SEO strategy, including relevant keywords in your meta description can help your page rank higher in SERPs and also provide context to users.
So make sure to add your keywords in your meta description. In doing so, do it in a way that it sounds conversational. Don’t use so many keywords that the purpose of using it gets defeated.
5. Address User Intent
Try to anticipate what the user is searching for and address their needs in your meta description. If someone is looking for information on a particular topic, make sure your meta description clearly conveys that your page provides the information they need.
Doing this is a smart way to let your users know that by clicking on your post, they will get exactly what they are looking for. This will encourage them to click right away.
6. Use Emotional Triggers
Emotions can be a powerful motivator when it comes to decision-making. So why not use it to your own advantage? Use language that evokes positive emotions like curiosity, excitement, or happiness or negative emotions like fear or FOMO (fear of missing out) to encourage users to click through to your site.
These are a few powerful ways of creating a clic-worthy meta description. Remember, your meta description can lead people to take action on your website and boost your conversions. So don’t ignore it. It’s a very important element of your marketing strategy.
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