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Did you know that a good meta description can significantly increase the CTR of your site? We will try to give you the simplest instructions that tell you exactly what to do when writing a meta description.

Writing a meta description seems complicated because there are a lot of small details that need to be taken into account. But, in fact, meta descriptions are quite simple, when you know what to do.


What is a meta description and how to write it?

From the early days of SEO, meta descriptions have been an important point of optimization. Google continues to argue that meta descriptions do not in any way help in ranking. But, as an indirect signal, we can without any doubt argue, meta descriptions really help in ranking, and overall performance websites site.

Properly optimized meta description affects the perception of site quality, both by users and target audiences, and by search engines. It may not be a direct ranking signal, but it is certainly a very important link in optimizing the content on the site. Over time, a lot has changed when the relationship comes first Googleaccording to the meta descriptions.

According to an extensive study he did Yoast it is a common practice to Google automatically creates many meta descriptions on its own, regardless of those written by the site owner. This can be frustrating, but whining is useless, the question is can we somehow influence this?

In two-thirds of the study cases, Google used sentences from the first section of the page. Of course, this particular claim is no guarantee that it will Google do the same for your site, but there is an indication that you should pay attention to the introduction.


Keywords in the meta description

Google continues to claim not to use key words in the meta description for ranking purposes. But when you do an internet search, what do you see? Highlighted keywords in the meta description. This is not convincing evidence to them Google used as a ranking factor, but they are something that will surely attract the audience and stand out as the most relevant result, which will satisfy their query.

Because users search for the search results that best match their queries, make sure the meta description matches the content on the site. If your meta description satisfies their intent better than any other result that appears, you have just won the battle to get their attention resulting in increased traffic to your site. Add keywords that will Google most likely to point out when displaying search results for that query will certainly contribute to the belief that your result is something that will satisfy user intentions and that is the best result for their query.


What is the recommended / ideal length of the meta description?

For years, it has been considered best SEO practice to keep meta descriptions at a maximum of 160-165 characters (or 156-160 characters). The reason for this is that this optimization helps to avoid shortening meta descriptions in search results and, as a result, helps to avoid high homepage exit rates.

Not so long ago Google had increased the number of characters allowed to 300, but shortly afterwards returned to the aforementioned number of about 150 characters. Constantly experiment, evaluate results, and make changes based on that knowledge. Follow what Google and their spokespersons have to say on this topic and what practice should be implemented, but you are also doing your own testing. Examine what they recommend and test what they didn’t say.


The meta description should call for action

A well-written meta description must attract the user to the action. Think of it as a short sales ad that should convince people to click on your link, because that is where they will find the solution to their problem, that is, the answer to the query they made. For this reason, it is recommended that the meta description be clear call-to-action.

You want the user to take a specific action, and you can best stimulate that by clearly directing the desired action. Click here, Read more, Sign in…

The meta description should only talk about what really interests the audience and what was the goal of their search. A well-written meta description beats positively on many parameters websites site. In addition to affecting SEO, meta descriptions can lead to increased clicks, traffic, potential conversions, and revenue. There are indications that meta descriptions that are well written and properly optimized are directly responsible for increasing CTR. Higher CTR affects better ranking, which leads to higher site traffic. Creating a well-written meta description that is closely related to the topic websites A site that is interesting to users and well optimized for user intentions can significantly increase conversions.


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Made by Nebojsa Radovanovic - SEO Expert @Digitizer

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