SEO expert more often than not, commit the mistake of overlooking Meta Description. This is a mistake of a Himalayan proportion.
When you do not have a proper Meta description for the page you are promoting, you are losing half the battle, as you are failing to raise the level of curiosity of your potential customers. That means they are not lured into clicking on the URL of your page. That is a substantial loss of customers for you, to the least.
What is a Meta Description?
To put it simply, Meta descriptions are summaries comprising of 155 to 160 characters, which describe in short, the subject matter of the content of a particular web page. Search engines pick up Meta descriptions and show them up in search results, only when they contain strategically incorporated keywords. They appear just below the titles of search results (that appear in blue) on the search engine pages.
In short, Meta descriptions are the summarised form of the entire content of a page and hence MUST highlight the attributes of the products or services described in that particular page.
What Should be the Fundamental Components of a Meta Description
According to a senior SEO consultant in Melbourne, Meta Descriptions must give a crisp yet perfect overview of the site content. The tone MUST be compelling enough, so much so that it lures the viewers to click on the topic or the page URL to open the page.
As per the digital marketing experts in Melbourne, you need to follow a set of rules while writing Meta descriptions. The first twenty words or so should simply inform the readers about product or service in question. The following few words should tell all about the nature of the information, the product or service, describing why it is worth availing. The ending words should be a form of a call to action, inviting the readers to opt for the service or product for the best results or experience.
Therefore, if you dissect a Meta Description, the very anatomy will explain how a Meta description works in increasing traffic to a particular site.
The Technique of Writing a Quality Meta Description
Now that the anatomy of an ideal Meta Description is clear to you, you must be wondering what should be the most effective approach when writing one.
As per an expert SEO professional of Melbourne, at first, you need to emphasise what will lure the readers into clicking on the topic or the URL in the most compelling way.
To do that you need to answer two questions:
- What you have in the offing?
- Why should people avail your product and service?
Mete Descriptions are evaluated based on how effectively they can resolve these two queries.
When Should You Write Meta Description?
Google creates these Meta descriptions automatically by drawing information from the content of the pages created. In fact, this technique is more effective as it results in more flexibility than those created manually by the copywriters.
Having said that, optimising pages for a solitary keyword is quite hard and when the viewers land on a page through a variety of search items, optimising becomes all the more difficult.
Instead, focusing on the pages that draw most traffic from the search engines is a much better practice. That is the reason, when it comes to optimising a webpage it is always an excellent idea to write an effective Meta Description in the details page of the resource. It will not only improve the SEO ranking but will also help you to collate and condense the subject matter of the page into a few words.
Remember, Meta descriptions are the best salespeople that you can have for your page. Therefore, they are virtually the ‘promise’ that you make to your potential customers. Naturally, they are the key, which will make all the difference and help people come to a conclusion, and tell to themselves, “in an ocean of web pages, THIS IS the one that I will click open for the information!”
