Digital Marketing | 16 Min Read
Posted on: Saturday December 18, 2021Reading Time: 16 minutes
The success of any establishment lies in numbers. Numbers that reflect how much the entity is seeing and is being seen. SEO agencies in Dubai believe that, especially in the digital framework of today’s world, the accessibility of a particular firm is based on how easily it comes up on your screen. The origination of search engines further accelerates this. The world resides on the worldwide web today. And this web is intricately built in a way where taking a few measures can impact your business in leaps and bounds. All you have to do is to look and be looked upon.
As aforementioned, the intricacies of the web or the algorithm of search engines is easy to decipher. Once you can leverage those features for your entity, you will know how to drive traffic towards your website and your establishment’s global market.
The foremost step towards pitching visibility starts from improving one’s appeal on SEO; for the same, meta descriptions work as the preamble to your website. SEO companies in Dubai draw innovative ways to maximize traffic on their client’s websites with insightful meta descriptions.
This blog will understand how vital SEO rankings and meta descriptions are and the secret behind writing persuasive meta descriptions.
What are meta descriptions for?
In general, meta descriptions are a short and convincing prolog of your website. Strategically speaking, they are snippets limited to 156 characters, summarizing the content of the webpage. A search engine displays this snippet in the search results, so basically, it is the first thing a visitor sees, and it tells what the page is about before they click on it.
Why are meta descriptions important?
Call it a preamble, a prologue or a window to peek into your website; meta descriptions make the users decide whether to view your website and check your content for the answer they are seeking.
Moreover, they decide where your website stands on the search result. Therefore, you can already gauge why it is critically important to get this right. Meta tags, including the meta descriptions, are used by Google or any search engine algorithm. It determines what web pages should rank better for using particular keywords.
In addition to that, Meta descriptions increase click-through rates, which boosts conversions and sales. In simple terms, click rate is the proportion of visitors visiting a web page following the hyperlink for the particular website.
Meta descriptions also improve indexing, which results in a higher ranking on search engine result pages.
Visitors can easily know about the content they are looking for, at a glance, without diving deep and scanning page titles or meta tags.
Going back on numbers, pages with meta descriptions observe an average of 5.8% more clicks than pages with no meta descriptions. Therefore, even Google has emphasized writing meta descriptions on websites.
Meta descriptions can be viewed on social media sites when the site link is shared.
The search engine composes one for you if a meta description is not composed. However, it is generalized and not accurate or persuasive.
Therefore, you should write your meta descriptions independently for best practice and even better results.
How to write convincing meta descriptions?
It is conclusive now that meta description plays an instrumental role in determining whether a viewer would visit your site in the first place or not. Therefore, the quality of meta descriptions cannot be compromised since they drive visitors to become leads or die out of the traffic.
Now that we know how you appear on the Search Engine Result Page (SERP) at first glance through a meta description to a visitor and how important it is to perfect the composition of a meta description let us dive right into ensuring that the viewer is content from your meta description and drawn to view the site.
(1) Inclusion of CTA in the meta description
CTA means call-to-action, and using the same in the meta description is the best way to compel people to visit your site. Phrases like ‘Click Here”, or “Learn More”, or “Shop Now” catch the attention of a viewer. In addition to that, CTAs also help readers get knowledge of what to expect from the site when they click, and it acts as an incentive for the user to engage with a particular website. CTAs effectively sell a product, offer an email sign-up, direct readers to your social media handle, and more.
(2) Focusing on the value you offer in your meta description
Always try to add words or phrases which can sum up the value generated by your establishment. It is an excellent way to entice people since it tells the viewer what you offer and whether it is worth their time. Including words like “learn”, “see”, or “watch” wherever fits appropriate, giving the description a more interactive tone. Furthermore, adding words like “best”, “deal”, “new”, or “popular” can make the description a notch more compelling.
(3) Experimenting with your meta-descriptions
Experimenting with different keywords, phrases, or CTAs helps you understand which one drives more engagement. Meta descriptions are the best place to do this because you don’t need to do anything significant or permanent in your website’s design. Instead, you can run each meta description for a few weeks and then check your Google Analytics to see which one can earn more clicks. Then you can use that information while composing a new meta.
(4) Experimenting with the character length
Meta descriptions are limited to 156 characters only, and exceeding this length, results in your meta description being truncated in the SERP, which means that users can not view any content after the cut-off. All you can see after the 156 character limit is ellipses. However, you can experiment within the limit to see what works best. It is observed that in-depth guides get more clicks with the truncated results because the description within the limit entices users to learn more.
(5) Making meta description more unique and interesting
The success of meta description lies in grabbing viewer attention. Therefore, one has to keep experimenting, like using clickbait titles or asking questions users want to answer. Using eye-catching words like “shocking”, “hilarious”, or “life-changing” grabs the user’s attention; however, remember not to overdo it; that is overpromising and then underdelivering.
(6) Keywords are the key
There is a reason why some particular words are labeled keywords. These in particular help search engines understand the content on your website quickly and rank the page better. Furthermore, it reassures the user that your site covers the topic they are interested to know about. But that does not mean you stuff all the keywords in one meta description. Strictly refrain from keyword stuffing as search engines penalize that. Instead, use relevant keywords and use only one or two keywords per phrase.
Tools like Ubersuggest aid in finding the best keywords for your website, which you can add to your meta description for improving your ranking. Do remember that Google does not use keywords meta tags directly for its rankings, but it doesn’t mean that they are not helpful for users.
(7) Implementing Structured Data
Structured data meta tags are HTML tags that can be added to your website for providing additional context to search engines and social media platforms. Commonly marketers use a business name, address, phone number, email address, a product description with price points, an image URL, and a Twitter handle as types of structured data meta tags. They also help in snagging Google snippets.
One of the most popular and sure-shot successful ways of implementing structured data is, combining reviews in the meta description. Psychologically speaking, social validation and proof are the most excellent ways to pursue. Therefore, it is an ideal way to sell and grow your brand. Furthermore, doing the same in your meta description intimates to viewers that they will most surely find something valuable on your site.
Being an essential aspect of your onsite SEO, meta descriptions are bound to be written comprehensive, interesting, unique, related to your content and persuasive. They are short but impact big. As long as you don’t repeat the meta description, keep it unique for each page, and dedicate one to your website, including blogs, articles, and posts, you will rank higher on the SERP.