How to Write Meta Descriptions?

Meta descriptions are the first things a user sees on search engine result pages (SERPs). Effective meta descriptions can increase click-through rates (CTR) and user engagement. In this guide, we will cover best practices for writing great meta descriptions, helping you drive more traffic to your website.

Best Practices for Writing Meta Descriptions

Meta descriptions summarise your page’s content in about 150-170 characters. A well-written description can significantly improve your website’s CTR by appealing directly to user intent, by showing information that is relevant to the user’s search query. Follow these key tips:

1. Keep it Short: Aim for 150-170 characters to ensure the description is not truncated on SERPs. Longer descriptions may be cut off, resulting in lost opportunities to engage users, and missing vital information.
2. Use Main Keywords: Include relevant keywords, but avoid keyword stuffing. Search engines may penalise overuse, and it can make your description sound awkward. Keywords should flow naturally and match user intent.
3. Summarise Content: Your meta description should reflect the content of the page. If users click through and find different information than expected, they will likely leave quickly, increasing your bounce rate.
4. Add a Call-to-Action (CTA): Encouraging action within your meta description can improve CTR. Phrases like “Learn”, or “Discover” to can be used to get users to visit your site.
5. Appeal to User Emotions and Needs: Try to answer a user’s question or address their pain points directly. For example “Find the best running shoes for fibromyalgia”. If the description clearly addresses what they need, they’ll be more likely to click.

Optimisation Tips for Meta Descriptions

Here are a few additional tips for refining your meta descriptions:

1. Research Competitors: Take a look at how your competitors are structuring their descriptions. This can help you figuring out what works well in your industry. You can use this knowledge and differentiate your content to stay competitive.
2. Avoid Duplicates: Each page on your website should have a unique meta description. Duplicate content confuses search engines and can result in lower rankings.
3. Minimise Repetition: Don’t repeat the same keywords or phrases excessively. This not only affects user experience but can also lead to keyword cannibalisation, where multiple pages compete for the same keyword.
4. Add a Call-to-Action (CTA): Encouraging action within your meta description can improve CTR. Phrases like “Learn”, or “Discover” to can be used to get users to visit your site.

Testing and Iteration

Regular testing and iteration can help in refining your meta descriptions and titles. Consider the following strategies:

• A/B Testing: Run A/B tests on different variations of your meta descriptions for a few weeks to see which performs better in terms of CTR and engagement. Tools like Google Analytics can help track the performance of each variation.
• Monitor Metrics: Pay attention to metrics such as bounce rate, time on page, and exit rate. If users are leaving your page quickly, your meta description or title may not align with the page content or user expectations.
• Use SEO Tools for Previews: Before publishing, use SEO tools such as Yoast or Rank Maths to preview how your description will appear on SERPs. These can be a great aid for fine-tuning.

Additional Considerations

Google (and Bing, DuckDuckGo) occasionally rewrites meta descriptions and titles based on what it deems more relevant to the search query. While this can be frustrating, focusing on creating high-quality, relevant content is the best way to minimise the impact of rewrites.

• Action Verbs and Phrases: Use action-oriented language that encourages users to click. Words like “Explore,” “Discover,” or “Learn” invite users to take the next step.
• User-Centric Language: Write your meta descriptions with the user in mind. Speak to their needs and clearly communicate what your content is about and how your content will provide value or solve their problems.
• Review and Update Regularly: Meta descriptions are not “set it and forget it” elements. SEO evolves, and user behaviour changes. Make it a habit to periodically review and update your meta descriptions and to ensure they stay effective.

Conclusion

By following these best practices—such as keeping them concise, including relevant keywords, and focusing on user intent and needs – you can improve your SEO performance and drive more traffic to your website. Remember, continual testing and optimisation are key to ensuring your meta descriptions remain impactful.