Coming to the next attention worthy component of our SEO work, let’s talk about meta description. This is that one thing which many might ignore, counting it as secondary to other core components discussed in advance earlier. But here is the fact to remember that this is not the truth and it does very much define your success in terms of click rate and reducing bounce rate, because once the page is up on the search page, the chances of it being visited and clicked are completely dependent on how much pull factor it creates visually and through description, and converts the search into a positive visit experience.
A meta description is the set of whole information which is presented around the heading of search results on the search console. This can consist of any combination of publishing date, author, page domain, present searched keywords in bold, initial bits of page content and similar many aspects which give a brief but still good enough idea about the page inside.
This is the component which makes you guess well enough if you would like to click and read any further or you are looking for something else. Having said this, you know that you have to keep your meta description both broad and specific enough to get the conversion here. This is just like a short and crisp sales pitch in disguise which aims at lead conversion for your website.
- Use act provoking language– Give direct instructions and appeal to your end user In terms of choice of words you make for meta description. Say things like- hit here for…, get free…., for example. This language could be a powerful tool to create curiosity and binding appeal converting a result appearance into a visit.
- Showcase a direct gain- As this is a form of sales pitch and promotion strategy for your page, tell your customer upfront what they are going to gain and how that is different from what is offered by your competitors, but in least of words. In short, this is your time to create a blue ocean for your business.
- Keep it short and simple- The golden rule applies here as well with no exception. Universal fact, more easy and soothing you make it for your customer, more benefits in conversion you would get.
- Be authentic and transparent- Deliver inside the page what you sell in the meta description. Your sales pitch used in meta description should fully embody and represent the actual message, content, product and services offered through your webpage.
At last, we leave you here with this small tip of not making the mistake of flooding the meta description with a part of your web page content which is already there or put more keywords to repeat what you have already used as a marketing tool. This space is your unique and specific opportunity to market your page with unique portray of information which is not already showcased in any other way or form of SEO. So use it well and wisely.