Good Content Turns Meta Descriptions Into Conversion Machines

meta description on a hook

I know a lot of authors. They spend months planning, writing, editing and formatting their books. If you ask them what the hardest part is, they often say “the blurb.” The book blurb is a small piece of copy, usually on the back or inside cover that lets them tell people why they should buy it.

They can write a 50,000 word book no problem, but spend hours contemplating the blurb. It can be a short synopsis, quotes from other authors saying how awesome it is, etc.

Meta descriptions are like the blurbs of websites. It’s a small space to convince people to visit your site and many people write them off. They have the potential to be converting machines.

What are Meta Descriptions?

Google knew that a URL and page title weren’t enough information to give searchers. They needed something that told them what the website was about. Ta-da, the meta description was born. It’s a small area under the page title and URL.

screenshot of a meta description

Through the years, Google has played with the character limits and added snippets to give people even more information. Many website owners dismiss this area as an “I’ll get to it later” area and either leave it blank or have it auto-filled. Few realize the impact it can have on your site.

Fill it Out and Describe Your Site

The old saying goes “You never have a second chance to make a first impression.” You can spend thousands on a gorgeous website, but that’s not a searcher’s first impression. That tiny snippet of text is. Let them know what’s on that page and why they should choose you over the site above or below you on the search page.

Don’t be vague or generic. Searchers look for something specific, so give them exactly what they’re looking for.

Keywords and Call To Actions

In addition to good content, the meta is also a good place for a couple of keywords. It helps with Google search, but also with potential customers. If your meta has the same keywords they’re looking up, then it’s going to stick out to them. If they’re just doing a general glance, the keyword could be the thing that gets them to stop instead of moving on.

If you’ve done any type of digital marketing, then you’ve heard of the call to action. It’s something on the page that encourages people to buy something, click something or explore your site. Almost everything has them and that includes your meta description. Use some of that valuable real estate to encourage people to click your link and visit your site.

Why Bother?

With so many things to do in digital marketing, you may be wondering whether meta descriptions actually make a difference. Yes, it’s something that helps bring people to your site, thus increasing traffic. It describes the page including products and services. People comparison shopping or ready to buy read this and check it out. A good meta description can help out your conversions and your traffic.

For more information (call to action, see it’s on everything), feel free to explore our site and learn more about digital marketing and SEO.

Brock Cooper

Brock has been doing SEO, Social Media Management and Marketing for seven years and has watched the industry shift and change, providing a unique perspective to clients. Brock is the recipient of two Associated Press awards and the Richard A. Laymon President's Award for Service by the renowned Horror Writer's Association. When he isn't scouring the Internet for the latest in SEO info, Brock enjoys writing short stories, teaching his wife and children the importance of Dr. Who and writing articles for various entertainment and video game sites.

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