Meta Descriptions are the part of SEO that happens after you get to the SERPs (Search Engine Results Pages). The search results and give a little "blurb" about your site to the searcher. Write a good description, and you can DOUBLE your clicks. Here are a few basic points to keep in mind:
- This is your chance to sell a searcher on why they should click on your site, this is your opportunity to really stand out to get the click.
- Most search engines will give you 165-172 characters to give your description. I tell my clients to make it under 165, so that they will always be safe. Why do I make it clear to my clients that the description MUST be less than 165 characters? Because that's as long of a description as you can count on. Anything after that is simply cut off and wasted. Even worse, you'll get the dreaded ellipses ... What's wrong with that? Nothing, if you don't mind losing 33% of your search visitors. I'm not sure of the psychological explanation, but this is well documented by many SEOs and companies that invest in SEO departments.
- DO NOT put your company name in the Meta Description! You only have 165 characters, and 99 out of 100 times, your company name is not interesting enough by itself to get a click. This is not about branding, it's about getting the click. You have plenty of chances for branding in the site domain (domain.com) and inside the site. Right now, all we need to focus on getting that first click.
- Write the Meta Description the way you would write a "tweet". On Twitter, you have 140 characters to say what you want. If you were to make a sale on Twitter, how would you do it? That's EXACTLY what your Meta Description should be.
- Don't be boring!
Here is an example of an average meta description:
Beau-coup offers the largest selection of unique wedding favors, decorations, supplies and bridal party gifts. Find the perfect wedding favor idea to suit ...
Zzzzzzzzz ... Completely FORGETTABLE! What part of this is compelling? What's the sales pitch? Why should I click on this site, and not the 6,170,000 other sites that came up in this search result? Not only did they waste valuable real estate with their company name and a boring description, but it was TOO LONG! They didn't get all of their boring description in, AND they're probably getting 33% fewer visitors than they should just by having a shorter description.
Here is an example of a well written meta description:
Unique Wedding Favors, click or dial 1-866-942-1311 for Truly Unique Wedding Favors. We've got the Best Prices Guaranteed!
It has a call to action. It has a sales pitch. It has a guarantee. It will fit into a tweet. Heck, you can buy from them without even clicking on their site!
So, to write a great meta description, which is one of most powerful things you can do to get the click:
- Forget branding, keep your company name out of it for now.
- Keep it short. Sell like you're on Twitter.
- Don't be boring!
Cheers,
Chris
