How do you write meta descriptions that comply with the latest SEO guidelines and best practices?

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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 comply with the latest SEO guidelines and best practices? In this article, we will show you how to craft effective meta descriptions that drive clicks and conversions.

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Rajender Rawat

Mentor, Consultant for Digital Marketing, Helping Startups in designing their online marketing strategies.

1 Why meta descriptions matter

Meta descriptions are not a direct ranking factor, but they can influence your click-through rate (CTR), which is a signal that Google uses to measure the relevance and quality of your page. A higher CTR means more traffic, more engagement, and more potential customers. Moreover, meta descriptions can help users understand what your page is about and how it matches their search intent. A well-written meta description can make the difference between a user clicking on your page or your competitor's.

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2 How to write meta descriptions that follow SEO guidelines

When writing meta descriptions for SEO purposes, there are some general rules to follow. Keep your meta descriptions between 150 and 160 characters, as longer ones may be truncated by Google. Include your target keyword or a close variation in your meta description to help users and search engines recognize the relevance of your page. Additionally, each page should have a unique meta description that reflects its specific content and purpose. Lastly, write in a clear, concise, and compelling way, using active voice, avoiding jargon, and including a call to action or a benefit for the user.

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Rajender Rawat

Mentor, Consultant for Digital Marketing, Helping Startups in designing their online marketing strategies.
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with my experience i can easily say these 4 most important points for MD. 1. CTA oriented 2. talk about your USP 3. be specific to page 4. don't stuff keywords.

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3 How to write meta descriptions that appeal to users

To write effective meta descriptions that appeal to your target audience and persuade them to click on your page, you need to follow SEO guidelines and use emotional triggers, such as curiosity, urgency, or fear, to capture the user's attention. Highlight your unique selling proposition (USP) to differentiate yourself from your competitors and show your value. Additionally, include a question, a statistic, or a fact to spark the user's curiosity and make them want to learn more. Finally, use modifiers, such as best, easy, fast, or proven, to enhance your credibility and authority.

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James Cooper

Senior SEO/SEM Strategist
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Adding a call-to-action (CTA), even something as boneheaded as "read more," "learn more," or "click for more info" to your meta descriptions can increase CTRs by 2-3% which, if you're operating at an appreciable volume, can be significant.

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4 How to test and optimize your meta descriptions

Writing meta descriptions is not a one-time task; rather, you should test and optimize them regularly to ensure that they are performing well and achieving your goals. To do this, you can use Google Search Console to monitor your CTR and impressions for your pages. If you notice a low CTR or a high bounce rate, you may need to revise your meta description to make it more relevant and enticing. Additionally, you can use A/B testing tools, such as Google Optimize, to experiment with different versions of your meta descriptions and see which one generates more clicks and conversions. Finally, analytics tools, such as Google Analytics, can be used to track the behavior and outcomes of your visitors after they land on your page, such as how long they stay, what actions they take, and what pages they visit next.

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5 How to write meta descriptions for different types of pages

Depending on the type and purpose of your page, you may need to write meta descriptions that suit its specific needs and goals. For product pages, focus on the features, benefits, and value proposition of your product, as well as your price, availability, and shipping information. Use words that trigger purchase intent, such as buy, order, or shop. For blog posts, focus on the topic, main idea, and key takeaways of your post, as well as your keyword, a hook, and a teaser. Use words that trigger curiosity, such as learn, discover, or find out. For landing pages, focus on the offer, the problem, and the solution of your page, as well as your keyword, a headline, and a call to action. Use words that trigger urgency, such as now, today, or limited.

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How do you write meta descriptions that comply with the latest SEO guidelines and best practices?

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1 Why meta descriptions matter

2 How to write meta descriptions that follow SEO guidelines

3 How to write meta descriptions that appeal to users

4 How to test and optimize your meta descriptions

5 How to write meta descriptions for different types of pages

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