Meta descriptions are often lauded as an important part of SEO, but what are they and how do they actually affect things like search rank and click through rates?
Meta data is available on every web page and is used to help provide a concise summary of the content contained within, or the purpose of the page and the elements embedded on it. When you look at Google’s search engine results pages (SERPs), all of the ranked sites will include a portion of the meta description pulled from each page to quickly explain what visitors can expect to encounter if they click.
It is worth noting that the meta description itself is not a factor which directly impacts upon the search rank of your site. Instead it is best seen as a tool which can give you the upper hand in winning over users and generating more organic traffic.
This can only be achieved if the meta description itself is well written and features a few key assets. Also remember that even if Google plays down the SEO benefits of certain changes, this does not mean that there is no point in addressing them.
A good meta description gives you the opportunity to grab the attention of the reader and convince them to visit your site from a search engine, so you should go about writing it in a way that conforms with broader advice that applies to all sorts of online ad writing.
Keywords are important, since they will let users know whether or not your page contains information that is relevant to their original search. Researching keywords to target the most appropriate phrases for your audience is vital.
Working with a digital agency like http://www.rycomarketing.ie/search-engine-optimisation-seo.html, which is an SEO company in Dublin, is a good way to perfect your meta descriptions and learn more about how to optimise your site.
Meta descriptions should also be written in a way that highlights the advantages of visiting your site, while also instilling urgency in the user and engaging with them emotionally. All of these things can seem difficult to achieve when you are working with so few characters, but by looking at the best examples of effective meta descriptions, you too should be able to champion this SEO technique.