How to get more clicks from rankings that you already have!
Although the meta description tag doesn't influence the rankings of your web pages much, it can have a major influence on the number of clicks that you get. By attracting more clicks, good meta descriptions can also have a positive influence on your rankings.
What are meta descriptions and why are they still important?
The meta description tag can be found in the HTML code of a web page:
Some people think that meta descriptions are not important anymore. However, Google Webmaster Tools shows an alert if a meta description is not unique. That's an indicator that the descriptions still matter.
In other words: good meta descriptions can deliver new customers to your website while contributing to your rankings at the same time.
- Good meta descriptions can attract more clicks and a higher click-through rate.
- A higher click-through rate can have a positive effect on the rankings of the web page.
How to optimize your meta descriptions
- Meta descriptions should be unique: each page on your website should have its own meta description.
- Meta descriptions should be relevant:boilerplate meta descriptions won't do your website good. The meta description should be relevant to the content of the page.
- Include a call to action: think of what you want a user to do when they visit your page and then include a call to action in the description. The following verbs might help you: buy, download, shop, browse, download, etc.
- Show your USP: tell your customers what makes you different and highlight this unique proposition in the meta description.
Web searchers have many options on the result page. Offer something special to attract their clicks. The meta description tag is not an immediate ranking factor. If you want to get listed on Google's first result page, optimize the content of your web pages and try to get good backlinks to your site.
Then optimize the meta descriptions of your web pages to make sure that you get as many visitors as possible through your rankings.
While, on the surface this seems like a good idea, there are a couple of problems with following these suggestions.
ReplyDeleteThe first is that meta description is about the CONTENT of the page, and is not a place for a call to action or USP.
The second is that the words in a meta string are weighed by position and amount.
Each word in a 3 word string counts for more than each word in a 6 word string, with the words at the beginning counting for more than those that follow.
The third is that the contents of the tag need to conform to the WAY people judge relevance.
This is defined by Dan Sperber and Deirdre Wilson in their "Relevance theory".
http://en.wikipedia.org/wiki/Relevance_theory
The fourth and last is that eye tracking studies have shown that people only read the first 11 to 14 characters in a line.
If your primary keyword phrase is not in this space, you lose the effect.
Yes that's right but in this case we can make it fit the meta description about the content on the page along with the proper call to action with in 160 characters. Sentence needs to be formed in such way that it should with the targeted keyword.
ReplyDeletetell me how can a call to action can be used for a health site in a meta description tag?
ReplyDeleteIt depends on what kind of site it is if its information site providing free tips and guides then meta description should go in this way - Health Tips and Technics for good fitness. Now live a healthy and happy life, get your free daily health tips and fitness guide now.
ReplyDeleteAwesome topic. Couple questions though... Reg I am curious as to your source for the weight of words in three and six word strings. I am wanting to learn more in depth on this kind of thing. Also, how do you personally like to write in following this idea? Is it a rule always despite brand voice, CTA and other important page info or just something to keep in mind?
ReplyDeleteSecond, overall what is an optimal length for the Meta Description? I know some schools of thought that think 180 char is okay while here you are mentioning 160 max. What is the best for SEO?
Thanks!
Google shows upto 160 characters in its search results after that it will show ... So you can start MD with your targeted keyword, explain your page in few words and close it with a call to action text.
ReplyDeletemy website is a classified website kevalads.com offering classifieds ads. Could you please suggest how do I create meta description for the pages?
ReplyDeleteHello Brijesh You can follow my above comment.
Delete