SEO Strategy: How To Write Meta Descriptions
Now that you've got your head in the online business world you're wondering what you can do to improve your SEO strategy .
You correctly write descriptions of your products, optimize the images that you upload to your store and dominate most of the other elements that influence the organic positioning of your online store.
However, one important aspect of an SEO strategy might be giving you some headaches: meta descriptions.
What is a meta description?
For those who are not familiar with the meta descriptions, here is a quick summary.
When you type a search query in Google, we will use "temporary tattoos" as an example, it will take you to a SERP (search engine results page). This page contains many elements, but for now we will ignore all ads, images and videos, in favor of more traditional "organic" results.
The phrase marked with blue is the "title tag", ie the title of the web page. Underneath it you will see a description of no more than 160 characters. This is the meta description.
The Goal Description of a Home Page
When you read the meta descriptions of other web pages I could seem to you that it is very simple to write. But in that simplicity is precisely where the difficulty resides. The 160 character limit means that the meta description can not be much longer than a tweet.
A good meta description briefly details what the website is about and gives a compelling reason to click on the title tag . Everything happens so fast that many users do not even realize the decision they have just made. They simply click on the link, satisfying their curiosity without having to think about it.
The Meta Description of a Product Page
Writing meta descriptions for your product pages is a little easier than typing them for your home page, since your product pages do not speak for your business as a whole. But they offer a tangible benefit to the buyers .
Do you sell cake molds? Let the user know that your molds will make cooking much easier.
Do you sell mower? Have the user imagine himself arranging his garden with your machines.
You have to give the user an idea of what differentiates your product from others in the market and make it visualize itself using it.
Although some SEO experts will tell you that it is best for meta descriptions to end with complete sentences, sometimes the average sentence can do wonders for your clickthrough rate.
But if you are going to use this strategy, you should be close to 160 characters. To see how it will look on Google, you can use this tool .
How to Write a Meta Description
Now that we have given you some SEO strategy keys to write meta descriptions you will probably be wondering: what is the best way to apply these knowledge to my online store?
First of all you should focus on what could convince a user to click on your web page.
This requires answering two questions:
- What are you offering?
- Why should they buy at your store?
For product pages, the first query has a simple answer: you are offering your product. The second will be solved by the simple fact that you are selling the product that the user is looking for.
The meta descriptions of the home page are a bit more complicated.
It is best to repeatedly stress your brand . That's the only thing your store offers, and that's the reason they should buy into it.
Let the users know what you do, tell them about your unique selling offer, and pass on this information several times.The meta description does not allow subtleties .
The situations of your day to day can give you ideas to write the meta descriptions. What do customers say that they have bought back in your online store? And if you just started, what made you think at first that this business would give you customers?
Talk to people about your business and formulate the meta description as if it were your elevator pitch . Think well before writing. It is important to do things well, because this will be the first impression many customers will have about you and your brand.
When to write a meta description
Believe it or not, this article is not going to ask you to rush into writing and make sure all your pages have meta descriptions.
Google automatically creates these descriptions by pulling the content of your pages, and this process gives more flexibility than could be offered by an editor.
In addition, for businesses with hundreds (if not thousands) of pages, going back and writing down the meta description of each would be an impossible task.
Instead, it is best to focus on the pages that get the most traffic from the search engines . Choose ten or twenty main pages and think: "Are we really selling the product well? Is there any way to improve the click rate? "
Optimizing a page with just one keyword is difficult (but worth it). When people land on a page through a variety of search terms, it becomes too difficult to optimize it properly.
Meta Descriptions are your best sales pitch
Ultimately, the meta description is a promise you make to the users . While browsing a list of web pages, you call them and say: "This is the page you are looking for".
When writing your meta descriptions, be sure to remember the three key things we talked about in this article:
1. Your description can not exceed 160 characters
Although it is sometimes okay to write a meta description that is cut in the middle of the sentence, make sure you know you are doing it.
2. Focus on the customer
The descriptions of your product pages should convince the customer that your product could improve your life.
The description of the home page should convince you that your brand matches your wishes and needs.
3. Repeat, Repeat, Repeat
You do not have much time to make a good impression. Once you have found the message you want to convey make sure that each phrase and word selection reinforces it.
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We hope this article has helped you understand the art of writing meta descriptions. Once you have applied these tips to your own web you will see how little by little your click rate is increasing.
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