You already know how important search engine results can be, but do you know meta descriptions still play a significant role in the success of your website? Unfortunately, many businesses aren’t familiar with the proper way to write effective meta descriptions that attract visitors and help a website rank better. Content writers for your website should be well-versed in writing these descriptions and use the following techniques.
The Proper Length
Perhaps one of the most important elements of a successful meta description is making sure it falls within the proper length ranges. This is because a meta description will only display up to 160 characters. To be safe, your professional content writer should keep the meta description to a maximum of 155 characters. In addition, it’s important to make sure it isn’t too short either. Some web content writing services recommend writing a description that is at least 120 characters to ensure it attracts the attention of the search engines and your potential readers.
The purpose of a meta description is to entice individuals to click the link to read the rest of your website content writing. For this reason, it’s important to make sure your meta description includes actionable wording. To ensure your potential readers know what you expect them to do, start out your description with strong actions, such as “learn,” “grab” or “discover.” Anything that makes your readers think you have something valuable to offer is more likely to generate a larger number of clicks.
One of the biggest reasons individuals turn to the Internet for information is to obtain valuable information. Content writers for your website should write meta descriptions that tell readers exactly what they will gain by reading your website. Good website content writing is essential, but it’s often not enough if it doesn’t provide readers with the information they need. This value proposition should help you stand out from your competitors.
Honesty Is the Best Policy
Some web content writing services think they can deceive readers by providing a misleading meta description designed to get people to click on your website. Unfortunately, these practices are met with poor results from the search engines. Even if it does bring more readers to your website, they will quickly realize they have been misled, leaving a poor taste in their mouths. This bad impression will carry over into the way these readers think about your business, costing sales and loyal customers.
A Call-to-Action Can Still Help
A good web content writing service understands the importance of using a call-to-action on all webpages; however, did you know it can also be an effective use of your meta descriptions? When someone searches for a keyword online, they will often read the meta descriptions with the results to determine which links to click and read more about. If you tell your readers what you expect from them right on the search engine results pages, you will lead a greater number of them to click on your website to find out more.
Be Clear and Concise
Just as with any other website content writing, make sure your meta descriptions are clear and concise. Including too much fluff writing will make it more difficult to get your message across. Despite the restrictions on characters, it’s best to fall a little short than to include unnecessary words. Be specific and avoid being general. You want to entice people to read more.
Monitoring Is Essential
The last aspect of writing successful meta descriptions is to pay attention to their performance. While it can be more difficult to track exactly why readers are clicking on your page in the search engine results, it’s important to keep track of how many visitors find your website through the search engines. This can help you identify which meta descriptions are successful and which ones need a little more work. If it seems one isn’t performing as it should, you can make adjustments to it.
Meta descriptions are an essential element to better search engine rankings. Whether you handle your website yourself or hire a website content writing service to help, you need to make sure your professional content writer provides the valuable content and solid meta descriptions you need.
If you are looking for a quality website content writing service to help you handle all aspects of your search engine optimization, contact us. We can help you develop a meta description strategy designed for success.