How-to

Write Impactful Meta Descriptions- 3 Crucial Considerations

Sneak Peak my Process for Writing Impactful Meta Descriptions

How to Write Meta Descriptions
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Does the idea of writing and generating Meta Descriptions leave you STOMPING ON THE GROUND?

Crafting Meta Descriptions is an art- one that rests in the domain of Content Writing, SEO, and Search Engine Marketing(SEM). A good Meta Description stands on crafty writing, creative marketing and supplants SEM efforts.

The true challenge lies in creating a Meta Description that is a wingman to your title but also compactly summarizes your content piece.

Let me put forth my process of writing impactful and engaging Meta Descriptions. But first…

What is a Meta Description?

Meta Description is an explanatory text that accompanies any online page content.

Per SEOptimer, Meta description is an HTML <meta> tag that is located at the <head> of the HTML, and part of the meta elements used to specify and summarize the content of the page.

The following code is associated with Meta Descriptions:

<head>

<meta name=’description” content=”Place your Meta Description here”>

</head>

Why are Meta Descriptions important?

Meta Description is a value add-on to searchers who can comprehend what to expect from your page. When done right, Meta Descriptions build trust, offer transparency, and entice the searcher to Click-Through.

The more relevant and search intent-focused the Meta Description is, the more likely it is that searchers will Click-Through on your webpage link.

Although it may aid searchers, the Meta Description tag is not a ranking factor. The importance of Meta Descriptions, however, rests in the goal of the content. If you are posting content intending to drive traffic or with driving social shares, Meta Description can be of some importance.

In case of boosting traffic, Meta Description provides a sneak-peek into the article and tells what the searcher can expect if they Click-Through. If the Meta Description addresses what the searcher is on the lookout for, it may result in increased traffic.

In case you have not setup an Open Graph Tag, socially shared webpages pull Meta Descriptions.

Which Industries should focus on Meta Descriptions more than some others?

As Meta Descriptions are not a ranking factor, their weighted importance across other SEO and SEM strategies and practices is less. Most businesses can do fine with a laid-back approach. If, however, you operate in a research-intensive industry or academic/academic-adjacent niche, Meta Descriptions can be a vital tool in your kitty.

In a research intensive industry, it is of significance to the searcher to find the best article and reading material quickly and seamlessly. The searcher does not have time to go through 10–20 search results to find the best material. But it is much easier to go through multiple Meta Descriptions to find the right content.

If you are operating in an academic or academic-adjacent niche, then Meta Descriptions can help your content cut through the clutter, allowing the searcher to find relevant content efficiently for academic projects, academic research, authoritative reports etc.

How to Write Meta Descriptions

Meta Description for this blog:

Meta Descriptions are short text descriptions about your website used in search results. This article explains how to write them effectively.

My approach to writing Impactful Meta Descriptions takes into consideration 3 things:

  1. Keywords- It is indispensable to include the keyword you are trying to rank for. If your keyword matches the search query, the keyword gets highlighted- drawing eyeballs to the Meta Description text.
  2. Definition- A 1-line definition of the page topic, when included in the Meta Description posits adding value from the get-go. When the searcher has read the definition of the post topic, they have already mentally switched from ‘searching’ to ‘reading’, which counts for a great first impression.
  3. Buyer Journey: Understanding where the buyer/searcher is in their journey can help create an impact even before they have landed on your page. Is the searcher in the Awareness stage, or moving from Awareness to Consideration to Purchase? Addressing pain-points for Top of the Funnel (TOFU), Middle of the Funnel(MOFU), or Bottom of the Funnel (BOFU) stages of the journey will help you find opportunities to include in Meta Description more focal value, advantages, redressal solutions, and tips that will speak to the searcher.

In Closing

Aha! That is exactly what I was looking for!

That is the reaction you want from the searcher when they come across your article and read your Meta Description. An effective Meta Descriptions is exciting, adds value to the search experience, and serves as a peephole that helps the searcher navigate to valuable content.

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