With our multifaceted search engines playing the roles of Gurus, agony aunts and encyclopaedias rolled into one, the definition of ‘abundance’ has taken a totally different form. Today, information in practically any domain is available at our fingertips, making life a breeze and resulting in a renaissance of knowledge. But with such a massive body of knowledge being freely available at our disposal, millennials are now faced with a new challenge: how should one wade through so much information and zero in on one definitive source?
The answer to this predicament goes one step beyond the authenticity of the information and reliability of the source (although, of course, these are integral elements to ranking on search engines). Today, what matters just as much as these factors is whether or not the information being presented manages to captivate the readers’ attention in an extremely short span of time. That explains why the titles, meta-tags and meta-descriptions of websites and blogs ranking on search results pretty much determine their fate. So, what are some ways in which website owners and digital marketing agencies can come up with catchy, concise and relevant meta-descriptions to attract their prospect readers’ attention? Let’s take a look:
1. Short and Sweet – And Descriptive
Writing simple and concise meta-descriptions is rightly perceived as the key to making them sound perfect to the target audiences. While short and sweet is certainly the way to go, many websites often fail to grab the attention of netizens owing to their lack of clarity. This often results from their attempt to minimize the number of words in their meta-descriptions. So, the takeaway here is to create an effective balance between writing concise and to-the-point descriptions while also taking care to provide sufficient information.
Before drafting your meta-description, try and conceptualize the main theme your website or landing page revolves around, and then try to describe it in the most specific way possible.
2. Action-Focused Verbiage
The ultimate rationale of copy-writing is to drive audiences to perform a certain action – such as visiting the website, purchasing a product, availing a service etc. by providing them with the benefits of carrying out these activities. Meta-descriptions that reflect this purpose seek to influence their readers to perform the expected action –but the best ones work backwards, informing the readers of the positive outcomes first and then immediately commanding them to perform the action. For this reason, try to include power-packed action words such as ‘learn’, ‘find out’, ‘purchase’, ‘avail’ etc.
For example, take a look at this meta-description: “Our digital marketing services have been providing value to customers from different domains. Here’s why our digital marketing services can help companies expand their business.”
While this description is well-structured, it does not definitively command its audiences to perform a certain action and concretely suggest the benefits of doing so. Instead, you could rephrase it like this: “Expand your business and reach out to your niche audience. Avail our digital marketing services and broaden your horizon!”
3. Keyword-Rich, But Not Keyword-Stuffed
While it’s a good idea to insert important keywords and key-phrases into your meta-descriptions, a common mistake that website owners and digital ad agencies tend to commit is to stuff their descriptions with too many keywords. Search engines often tend to reject titles and meta-descriptions with excessive number of keywords, resulting in a drop in search results ranking of the website.The best SEO practice here is to earmark the most effective keywords relevant to your website, i.e.ones which have sufficient search volume, moderate competition and which your website can easily rank for.You could make use of some online keyword research tools including SEMRush and HigherVisibility in order to pick out the relevant keywords and use one or two of them in your meta-description in as organic a manner as possible.
3. Providing a Catchy Description
A description that’s catchy stands out amidst the crowd and ensures a higher click-through rate compared to the ones that either adapt their meta-descriptions from the content within the website or contain uninteresting factual information. An ideal meta-description is compelling and eye-catching while at the same time being informative.Try to present the information in as interesting a manner as possible so that it engages your readers and influences them to visit your website page.
4. Supporting the Description with Other On-Page Elements
While meta-descriptions are extremely significant aspects of optimizing your web-pages, it is not a standalone SEO requirement. A good meta-description must be supported by an interesting meta-title that your audiences would care to stop and read. Additionally, it should be supplemented with other on-page SEO features such as a crisp and relevant URL slug and internal hyperlinks and keywords added within the website.
After the meta-title, your meta-description is one of the first elements from your website that your target audiences are exposed to. A good meta-description not only helps you optimize your website but also engages the reader to shortlist your web-page amidst all the thousands of web-pages that pop up in the search results. Premier SEO services providers recognize the significance of meta-description tags and assist their clients in optimizing their web-pages with the most appropriate meta-descriptions.