How To Write Optimised Meta Descriptions That Stand Out

You’ve probably heard it tens, if not hundreds of time: when optimising your site for search engines, it is crucial that you create a compelling meta description. We can’t say it enough – the way people see you on search engine page results (SERPs) is a decisional factor for them. They can either choose to enter your site or go to another site. And all that happens in a matter of seconds.

 By having an optimised meta description that makes you stand out, you can dramatically improve your chances of being selected by your target users to the detriment of your competition. In other words, a well-written meta description can give your site a significant advantage in the SERPs, resulting in more clicks to your site. This also means that you have more chances to convert a visitor into a lead or buyer, because you've managed to spark interest in the first place through your carefully crafted meta description!

 Below, I will dive deeper into the secrets of writing an optimised meta description for each one of your pages.

1. Optimise The User Experience

Your meta descriptions should be mainly focused on peaking interest to your users along whilst still bearing in mind the need to optimise for your target search terms.

In the journey of every user, there are 4 game-changing moments that matter like nothing else. You need to use your meta description to educate customers, provide valuable information to them and also entice them to buy from you.

Take a quick peek at the following two meta descriptions. Which one do you think converts better?

The second description gives clarity about what’s on the page and contains useful and timely information with two clear call to actions and is much more likely to get the click.

2. Be Unique

Sometimes it is better to exceed the word count slightly for the sake of uniqueness. This means creating text that is not boring or obviously over optimised. Do try and stick to the recommended character counts and bear in mind that other search engines are used by some folk and you'll want to try to ensure the full meta description is shown on mobile devices too.

When it comes to your writing, the best way to not be boring is to use the active voice.

3. Make Sure The Description Resonates With Your Page Content

This is a very important rule for writing optimised meta descriptions. Both Google and your users will appreciate if the meta is similar to the content of your page. That’s why it is best practice to create a separate (and unique) meta description for each unique page you have.

Meta descriptions will continue to remain an important aspect of SEO and user engagement. The sooner you learn to craft a good description, the sooner you can start boosting your rankings and helping your overall SEO efforts.

Be unique and interesting, and stay ahead of the competition by crafting valuable, optimised meta descriptions for each important page of your site.