The meta description is mainly used by search engines and is a great way to get traffic to your site, but it can be tricky to get it right. This short paragraph is used to describe the information that is included on a page and it should be written to “sell” it and get people to click. The meta description is the short paragraph that appears on search engines like Google so it’s very important to pitch it perfectly.
It’s an elevator pitch
We are all busy people, so you have just a few seconds (10, the most) to pitch your idea, article, product or whatever it is that you’re trying to get the world to see. Take an hour or two or how many you need to come up with maximum 160 characters of content that will summarize the information on your page and get people to click. So your meta description should be short, catchy and perfect for your target audience.
Craft your description
Start with research. See how your competitors or other businesses you look up to are writing their meta descriptions and what details they are including, then start crafting it. You might not get it perfect the first time, but with practice you will get better and better at it. Soon enough you will be able to write it in a few minutes.
Another thing to consider is the uniqueness factor. Try to write your description as creatively as possible because if it’s predictable, chances are your audience will not pay attention to it.
Things to do, things to avoid
The meta description should be written for people, not for search engines. You can include a keyword or two that is relevant for your site or business, but try to avoid over-optimising it or stuffing it with keywords.
Each page should have a different meta description, usually between 100 and 160 characters, otherwise search engines tag it as duplicate content. Don’t forget to include a call-to-action, such as “Buy now”, “Find out more”, etc.
Have we missed anything? Do you have any tips to share that can help write a perfect meta-description?