Meta Descriptions - does your website have them?

If you've spent any time on website design or SEO, you’ve likely heard about meta descriptions. But what exactly are they and do they really matter? The short answer is yes! Meta descriptions have a little but significant impact on how well your website appears in search engine results and how likely it is to draw users in. So, let's explore what they are, why they are essential, and how to develop effective ones.
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What Are Meta Descriptions?
A meta description is a brief excerpt (between 150 and 160 characters) that explains the content of a web page. It’s the paragraph that shows up just below the title link in search engine results. Think of it like the back blurb of a book, which tells readers what to expect and encourages them to open the cover. The "readers" in this case, however, are your potential clients who are perusing Google search results. They get a sense of what to expect from your website from the meta descriptions. 

Are Meta Descriptions Important?
Yes, they are! Don’t think of meta descriptions as filler text. As per Google, meta descriptions don’t directly influence search rankings; however, they do affect user’s decision to click on your link. In other words, your click-through rate. They’re an indirect yet effective SEO tactic since more clicks can eventually translate into higher ranks.

If you're vying for a position on a crowded search results page, a well-written meta description can set you apart. Users are more inclined to click on your website if they find your content interesting. Plus, increased traffic is great in the SEO world.

How to Write a Great Meta Description
Here’s where the art and science come in. It takes some practice to write a compelling meta description, but the work is worthwhile. Here are some tips to get you started:
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• Make It Relevant: Your meta description should accurately reflect the content on the page. If someone clicks through expecting one thing and finds another, they’ll quickly leave. This can hurt your bounce rate and user trust. Use keywords naturally, focusing on the terms people might use to find your content.
• Keep It Concise and Compelling: Meta descriptions should be around 150-160 characters long. This keeps it from being cut off in search results. Try to make each word count. The goal is to draw readers in without providing too much information.
• Incorporate a Call-to-Action: Use terms like "Learn more," "Find out how," or "Discover why" to push users to take the next step. Calls-to-action subtly persuade people to click on your link since they make it seem worthwhile.
• Be Unique for Each Page: Steer clear of using the same meta descriptions on several pages. Every page on your website has a distinct function, so to maximise relevancy, offer each one a unique meta description.

Final Thoughts
Now you know how effective meta descriptions can be at attracting and retaining your customers, are you ready to review yours? Spend some time writing clear, brief, and engaging descriptions for your website. They can bring your business exposure that you might not have even thought of.

Our website health check offers an insight into the meta descriptions used for your website pages and so much more. For your affordable, insightful website analysis give us a call on 01708 578 015.