Need help writing your SEO meta descriptions?
You know…the 150-160 characters of content that describe what your blog article or website page is all about…
Your meta description helps your SEO rank better on Google and attract the right people to your website.
Along with your meta title, it’s the only content that appears on Google search where searchers can decide if they want to “click” and go to your website or not.
If you forget to add a specific meta description, most CMS’s and website builder’s will simply pull the first content that it sees on the page.
Most times, this doesn’t make sense to be the meta description and it makes your listing on Google perform poorly.
I’ve been writing meta descriptions for 10+ years for my own companies and I’ve probably done it for 1,000+ articles and pages.
In this article, I share 15 of my most useful tips for writing great SEO meta descriptions that will help your content rank better on Google and attract users to your website.
Buckle in, get your notepad out, and be ready to take notes (or simply save this article and come back to it later).
Let’s dive in…
A Comprehensive Guide for SEO Meta Descriptions
1. Keep It Concise
- Aim for 150-160 characters.
- Stay within the search engine display limit.
2. Include Target Keywords
- Use primary keywords naturally.
- Reflect search intent without keyword stuffing.
3. Use Action-Oriented Language
- Start with verbs like “Learn,” “Discover,” or “Get.”
- Encourage users to click with a clear CTA.
4. Match Search Intent
- Align the description with what users are searching for.
- Address the problem or question directly.
5. Avoid Duplicate Meta Descriptions
- Create unique descriptions for each page.
- Customize based on content and keywords.
6. Highlight Unique Selling Points
- Mention what sets your product or service apart.
- Include benefits or features that stand out.
7. Write for Humans, Not Just Bots
- Keep descriptions engaging and easy to read.
- Focus on value, not just keywords.
8. Include a Call-to-Action (CTA)
- Use phrases like “Shop now,” “Learn more,” or “Sign up today.”
- Encourage users to take the next step.
9. Make It Relevant to the Content
- Ensure the description reflects the page content.
- Avoid misleading users with irrelevant information.
10. Leverage Emotion
- Use emotional triggers like curiosity or urgency.
- Create a sense of FOMO (fear of missing out).
11. Use Numbers or Data
- Include stats, prices, or specific figures.
- Numbers can grab attention and build credibility.
12. Optimize for Mobile
- Make sure the description works well on small screens.
- Keep it clear and readable for mobile users.
13. Include Brand Name (When Relevant)
- Use your brand name for recognition.
- Especially useful for product or service pages.
14. Test and Optimize
- Analyze click-through rates (CTR).
- Continuously tweak underperforming descriptions.
15. Avoid Keyword Stuffing
- Use keywords naturally.
- Focus on making the description flow smoothly.
Action Items
- Audit your website for duplicate or outdated meta descriptions and rewrite them following these best practices.
- Test and refine your meta descriptions by analyzing click-through rates (CTR) using tools like Google Search Console.
- Focus on matching search intent and include clear, action-oriented CTAs to encourage clicks.
- Optimize your meta descriptions for mobile readability and clarity.
- Incorporate emotional triggers and unique selling points to make descriptions more engaging.
FAQs
Why are meta descriptions important for SEO?
Meta descriptions provide a concise summary of a page’s content, helping users decide whether to click on your link. While not a direct ranking factor, they influence click-through rates (CTR), which can indirectly impact SEO performance. A well-written meta description improves visibility and engagement.
How do I include keywords naturally in a meta description?
Incorporate keywords in a way that feels organic and relevant to the content. Avoid stuffing multiple keywords and instead focus on aligning the description with search intent. This ensures your description is both user-friendly and SEO-friendly.
Should every page have a unique meta description?
Yes, unique meta descriptions help search engines and users distinguish one page from another. They prevent duplicate content issues and ensure each page is optimized for its specific keywords and content. Customizing meta descriptions enhances relevance and improves CTR.
How can I test the effectiveness of my meta descriptions?
Use tools like Google Search Console to monitor click-through rates (CTR) for your pages. Conduct A/B tests by experimenting with different descriptions, CTAs, or keywords. Adjust based on the results to improve performance and engagement.
What should I avoid when writing meta descriptions?
Avoid keyword stuffing, misleading information, and overly generic language. Focus on creating concise, engaging descriptions that match the page’s content and user intent. Misleading descriptions can lead to high bounce rates and damage your credibility.
Thoughts and Outro
It’s critical that you write SEO meta descriptions that are going to tell Google what your content is all about AND attracts search users to click on your link and check out your website.
Without proper meta description writing, your content can lose rank on Google and not bring visitors to your website.
Talk about an SEO fail. No one wants that and I know you especially don’t if you’re reading this article.
Take my advice from 10+ years of SEO writing and make a process that hits these 15 check points.
If you have any questions as you’re creating it, feel free to email me or find me on LinkedIn and Twitter/X.
My name is Connor Gillivan. I’m on a mission to make SEO and digital marketing simpler for millions.
Hope this helped you in your SEO journey.
See you on the next one.
Best,
Connor
Whenever you’re ready, here’s 3 ways I can help you:
1. My SEO Course: “The SEO System” teaches the exact daily, weekly, and monthly SEO processes I’ve used to scale multiple companies to 6, 7, & 8 figures in sales. Available for pre-sale now!
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