How to Write an Effective Meta Description: Part 1

Write a Unique Meta Description for each page

We will start out with the fact that you must write a unique meta description for every single page. Never write one meta description for your website and copy and paste it on every page of your website. The main reason for this is that it would mean wasting opportunities to sell what is on each individual page to the people searching for precisely the information that it provides. You need to commit time to writing a unique description for each page of your website based on the content that is on it and he primary keyword it is targeting.

Pay attention to the length of your Meta Description

Moving on to tip number two, and that is the pay attention to the length of your meta description. Back in May 2018, Google shortened the descriptions to 160 characters. That is the maximum number you are able to use, or part of your description will be cut off. For each page, consider the most important message you should convey to get people to click through to the page. If you only need 100 characters to sell what is on the page, then don’t awkwardly prolong your meta description to use up the full space. But in a lot of cases, having 160 characters to work with will give you more room to say what you need more persuasively, so take advantage of it where needed.

Ensure Keywords fit with the Meta Description

Now, we move on to point number 3 and that is to use your target keyword naturally within your meta description. When looking at the meta description in the Google search results, you will notice that anywhere the words included in your search show up, they are bolded. For the person searching, this can help you more quickly spot which results are most relevant. For the websites showing up in the results, that bolding is a way to stand out and draw the searcher’s eye to your result.

While you can’t predict every specific term, your website may end up ranking for, you can increase the odds of having bolded terms in your meta description on the SERP by making sure you include your target keyword in your meta description. But make sure you use it naturally – don’t force it. This is because keyword stuffing can make your meta description more confusing than helpful and end up hurting you.

Emphasize Page Value

Next up, you need to ensure you emphasize the value of the page, the whole point of your meta description is to work as a sales pitch for the web page. For each page on your website, carefully consider the biggest benefit it can provide to visitors. That is what you want to emphasize in your description.

Make sure you think about it from the visitor’s point of view here. What problems does your web page content solve for them? What questions do they have that it can answer? And importantly, what makes your page better than the similar results they will see alongside you on the SERP?

So, that is part one of our two part blog on how to write an effective meta description.

Institution Marketing - SEO Specialists


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