How do you use keywords and calls to action in meta descriptions effectively?

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Meta descriptions are short snippets of text that appear below the title of a web page in search engine results. They are meant to summarize the content and entice users to click through to the page. But how do you write meta descriptions that drive clicks in the context of HTML? In this article, we will show you how to use keywords and calls to action effectively in your meta descriptions.

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1 Why meta descriptions matter

Meta descriptions are not a direct ranking factor for SEO, but they can influence your click-through rate (CTR), which is the percentage of users who click on your page from the search results. A higher CTR can signal to search engines that your page is relevant and useful, and potentially boost your ranking. Moreover, meta descriptions can help users decide whether your page matches their search intent and expectations, and reduce the bounce rate (the percentage of users who leave your page quickly).

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Valarie Miller

I help companies transform how they collect and look at data | Business Driven Data Intelligence | Adobe Data & Implementation Expert
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It's important to not only think about what the subject is you are writing a meta description for, but what it would be used for and how a user might search for it. For example, a black dress that people may be looking for to wear to a formal occasion is different than just a black dress to wear to work. "Black dress" in a meta description does not help someone locate "ankle length a-line open back black dress" they are searching for to wear to a special occasion.

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Sanaz Bashiri

Sr. E-Commerce Manager @ KoRo | Passionate about UX, CRM, & Web3
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Compelling meta descriptions are like mini (free!) ads. They help you to increase your brand awareness and establish yourself as an expert. You can make them more effective by using relevant keywords and highlighting the best parts of your content. So, make sure to craft them wisely! Don't settle for generic phrases on your page make it stand out by creating compelling descriptions that show off its value.

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2 How to use keywords in meta descriptions

Keywords are the words and phrases that users type into search engines to find what they are looking for. Using keywords in your meta descriptions can help you match your page to the user's query and show them that your page is relevant. However, you should not overuse or stuff keywords in your meta descriptions, as this can make them sound unnatural and spammy. Instead, you should use keywords strategically and sparingly, and focus on the main topic and benefit of your page. You can also use synonyms, variations, and related terms to avoid repetition and increase the chances of matching different queries.

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Justin Coons

SEO | CRO | OK | TTYL
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Meta descriptions should succinctly describe the content of a webpage and motivate the user to read further. Most importantly, meta descriptions should not be confused with meat descriptions, which are cut, color, origin, texture and flavor.

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3 How to use calls to action in meta descriptions

Calls to action (CTAs) are words or phrases that urge users to take a specific action, such as clicking, reading, subscribing, or buying. Using CTAs in your meta descriptions can help you motivate users to click through to your page and achieve your goal. However, you should not use generic or vague CTAs, such as "click here" or "learn more", as they do not convey any value or urgency. Instead, you should use specific and compelling CTAs, such as "discover", "find out", "get", or "start", that highlight the benefit or solution that your page offers. You can also use words that create a sense of urgency or scarcity, such as "now", "today", or "limited", to encourage users to act fast.

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4 How to write meta descriptions in HTML

Meta descriptions are written in HTML using the <meta> tag, which is placed inside the <head> section of your web page. The <meta> tag has two attributes: name and content. The name attribute specifies the type of meta data, which in this case is "description". The content attribute contains the actual text of the meta description, which should be between 150 and 160 characters long. Here is an example of a meta tag for a meta description:

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5 How to test and optimize your meta descriptions

Writing meta descriptions is not a one-time task, but an ongoing process that requires testing and optimization. You should regularly monitor and measure the performance of your meta descriptions using tools such as Google Search Console, which can show you the impressions, clicks, and CTR of your pages. You should also compare your meta descriptions with those of your competitors and see how they differ and what you can improve. You should experiment with different keywords, CTAs, and formats, and see what works best for your audience and your goal. You should also update your meta descriptions whenever you change or update your page content, to ensure that they are accurate and consistent.

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Sanaz Bashiri

Sr. E-Commerce Manager @ KoRo | Passionate about UX, CRM, & Web3
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We need to embrace a data-driven approach. Besides using analytics tools to track performance, we always need to A/B test. In this way, we can identify the most effective variations. Learning from competitors can also help us.

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6 How to avoid common meta description mistakes

Writing meta descriptions can be difficult, but there are some common errors to avoid in order to make them more effective and attractive. For instance, meta descriptions should not be too long or too short, and should not be duplicated or generic. Additionally, they should not be misleading or irrelevant, and should not be boring or passive. It is important to ensure that meta descriptions accurately reflect the content and purpose of the page, and capture the user's attention and interest.

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How do you use keywords and calls to action in meta descriptions effectively?

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1 Why meta descriptions matter

2 How to use keywords in meta descriptions

3 How to use calls to action in meta descriptions

4 How to write meta descriptions in HTML

5 How to test and optimize your meta descriptions

6 How to avoid common meta description mistakes

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