{"id":9916,"date":"2023-06-14T13:45:25","date_gmt":"2023-06-14T13:45:25","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/"},"modified":"2023-06-14T13:45:25","modified_gmt":"2023-06-14T13:45:25","slug":"how-to-write-a-meta-description-that-gets-clicks","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/","title":{"rendered":"How to write a meta description that gets clicks"},"content":{"rendered":"<p>Like all beautiful yet hard-to-perfect things in life, writing effective meta descriptions is hard work.<\/p>\n<p>A critical HTML element of every webpage, a meta description is a summary of a page\u2019s content that helps inform users and search engines about what\u2019s on a page. <\/p>\n<p>It appears in search as a snippet beneath the blue, clickable link to indicate what is on the page.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#Why_you_shouldnt_ignore_meta_descriptions\" >Why you shouldn\u2019t ignore meta descriptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#1_Make_sure_every_page_has_a_unique_meta_description_and_title_tag_and_URL\" >1. Make sure every page has a unique meta description (and title tag and URL)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#2_Start_it_off_with_action_words_and_always_include_a_CTA\" >2. Start it off with action words (and always include a CTA)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#3_Use_keywords_and_front-load_them_whenever_possible\" >3. Use keywords and front-load them whenever possible<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#4_Ensure_you_include_vital_information_about_the_pages_content\" >4. Ensure you include vital information about the page\u2019s content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#5_Be_specific\" >5. Be specific<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#6_Maintain_brand_voice_tone_and_identity\" >6. Maintain brand voice, tone and identity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#7_Keep_character_length_or_pixel_width_in_mind\" >7. Keep character length (or pixel width) in mind\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#8_Leave_the_brand_name_out_of_the_meta_description_unless_its_needed\" >8. Leave the brand name out of the meta description unless it\u2019s needed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#9_Keep_it_short_and_sweet\" >9. Keep it short and sweet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/14\/how-to-write-a-meta-description-that-gets-clicks\/#Get_more_clicks_from_search_with_a_well-written_meta_description\" >Get more clicks from search with a well-written meta description<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_you_shouldnt_ignore_meta_descriptions\"><\/span>Why you shouldn\u2019t ignore meta descriptions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your meta description is one of the first things people see when using organic search.<\/p>\n<p>While it may be tough to construct the perfect meta description, you should not ignore it.\u00a0<\/p>\n<p>Each significant page of your website should be effectively summarized in its meta description \u2013 indicating what\u2019s behind that blue link on the SERP and what a user will get when they click through to that page of your site organically.<\/p>\n<p>Other than the website name, URL\/domain name, and title tag, the meta description is the only other real element users can assess to determine whether a search result is relevant to their query or not.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Below are nine tips to ensure you\u2019re giving each webpage the best possible meta description and that users needing your content will click on your result, thanks to the summary you provided.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_Make_sure_every_page_has_a_unique_meta_description_and_title_tag_and_URL\"><\/span>1. Make sure every page has a unique meta description (and title tag and URL)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Just like no website should have multiple pages of duplicate content, no website should have duplicate metadata either.\u00a0<\/p>\n<p>That includes meta descriptions, title tags, and a page\u2019s main target keyword.<\/p>\n<p>All of these important page elements have an impact on SEO and user behavior and should be weaponized as such.\u00a0<\/p>\n<p>Customize them to describe the page and the content that lives on it. Make sure they entice a user to click on it because they are sure that whatever is on the page will be useful to them.<\/p>\n<p>It should be a complete sentence (or two) with keywords relevant to the page and its contents.<\/p>\n<p>There is no one, single correct way to write a meta description.<\/p>\n<p>There are multiple ways to get the job done effectively.<\/p>\n<p>And people have different styles for how they craft them and what works best for them and their brand. Surely, differing styles are not \u201cwrong.\u201d\u00a0<\/p>\n<p>We need to ensure we are coming up with and using the best one possible to accurately and effectively describe what a page contains.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Start_it_off_with_action_words_and_always_include_a_CTA\"><\/span>2. Start it off with action words (and always include a CTA)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We only have about 160 characters to get our point across. Ensure there is a CTA to guide the user for what\u2019s on the page.<\/p>\n<p>Many use multiple sentences to compose their meta descriptions to include keywords and details in the front half of the description, then a custom CTA toward the end of the description.<\/p>\n<p>Action words \u2013 regardless of where they are placed \u2013 help people and search engines better understand the type of page they are about to click on (informational, transactional, etc.) and if it\u2019s what they actually want.<\/p>\n<p>We can\u2019t be everything to everyone. But people looking for a specific page should be able to find it and get an idea if it contains what they are looking for.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Use_keywords_and_front-load_them_whenever_possible\"><\/span>3. Use keywords and front-load them whenever possible<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/searchengineland.com\/prioritize-seo-keywords-content-creation-398904\" target=\"_blank\" rel=\"noopener\">Keywords<\/a> are still important.\u00a0And they\u2019re a leading indicator for people (and search engines) when determining whether a page is useful and relevant to any specific query.<\/p>\n<p>The best meta descriptions use keywords early in the snippet in a natural way. Those keywords support the page\u2019s content and goals.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Ensure_you_include_vital_information_about_the_pages_content\"><\/span>4. Ensure you include vital information about the page\u2019s content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Include pertinent information that is vital to the page\u2019s theme while being mindful of character length (or pixel width).<\/p>\n<p>You can cover critical information that helps explain the page\u2019s function and\/or goal.<\/p>\n<p>Is it an informational page about a product?\u00a0<\/p>\n<p>Is it an ecommerce page where you can buy a product directly from?\u00a0<\/p>\n<p>Such details can differentiate this page from others while enticing users to click.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Be_specific\"><\/span>5. Be specific<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Put yourself in the shoes of the user.<\/p>\n<p>What does that user need to continue to the website listed in search?\u00a0<\/p>\n<p>Are there specific things being searched for in the user\u2019s query that translate to your company helping them solve a problem?<\/p>\n<p>Specify what users can expect when they open the page.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Maintain_brand_voice_tone_and_identity\"><\/span>6. Maintain brand voice, tone and identity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This one may not translate directly to better search ranking or click-through, but brands benefit from a consistent voice and tone.<\/p>\n<p>This includes specific terminology, general voice and tone, and style.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_Keep_character_length_or_pixel_width_in_mind\"><\/span>7. Keep character length (or pixel width) in mind\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once again, remember: we only have about 160 characters to get the job done.<\/p>\n<p>That\u2019s not a lot of real estate to make a strong impression, but it\u2019s definitely enough.<\/p>\n<p>Use your space wisely and ensure your entire meta description is published (and not truncated).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Leave_the_brand_name_out_of_the_meta_description_unless_its_needed\"><\/span>8. Leave the brand name out of the meta description unless it\u2019s needed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Having the brand name in the meta description is often unnecessary and should be avoided whenever possible.<\/p>\n<p>But if it\u2019s needed for context \u2013 or if you need to satisfy some characters to ensure you\u2019re hitting minimum length requirements \u2013 have at it.<\/p>\n<p>People, and search engines, know what brand is behind most domains (and it\u2019s usually in the domain). Thus, adding the brand name to the meta description wastes valuable real estate.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Keep_it_short_and_sweet\"><\/span>9. Keep it short and sweet<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s not just about character length.\u00a0<\/p>\n<p>People want quick, easy, and digestible meta descriptions that tell them if your content contains the information they\u2019re looking for.<\/p>\n<p>Satisfy that need with a great meta description and title tag, and your click-through rate will reflect that.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Get_more_clicks_from_search_with_a_well-written_meta_description\"><\/span>Get more clicks from search with a well-written meta description<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best meta descriptions are accurate, keyword-rich and on-point.\u00a0<\/p>\n<p>They give users an indication of what&#8217;s behind the link they are clicking while still satisfying the pixel limit and being easy to read.<\/p>\n<p>Since search engines enable to customize and dictate what snippets are served to users in search, it\u2019s vital to take full advantage of that opportunity.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/write-meta-description-clicks-428217\" target=\"_blank\" rel=\"noopener\">How to write a meta description that gets clicks<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Like all beautiful yet hard-to-perfect things in life, writing effective meta descriptions is hard work. A critical HTML element of every webpage, a meta description is a summary of a page\u2019s content that helps inform users and search engines about what\u2019s on a page. It appears in search as a snippet beneath the blue, clickable link to indicate what is on the page. Why you shouldn\u2019t ignore meta descriptions Your meta description is one of the first things people see when using organic search. While it [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-9916","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=9916"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9916\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}