Use Copywriting Skills to Optimise Meta Descriptions
Discover how copywriting skills and SEO practices can join forces to create organic listings that users can’t help but click.
Whilst page titles are a ranking factor, meta descriptions aren’t. But they do make the difference between which listing is clicked. The more relevant and compelling your meta description is, the more likely users will be to click it.
What makes compelling meta descriptions?
Serve up a limited but considered amount of information.
You’ll want to include:
USP(s)
A snappy value proposition (what value can users expect to get from clicking)
CTA (Call To Action)
If you include this powerful trio of copywriting devices in your meta descriptions, your CTR (Click Through Rate) is sure to significantly increase.
Oh, and don’t forget to write in second-person!
Do meta descriptions need to be ‘optimised for SEO’?
Well, optimising for SEO simply means optimising for humans. For humans to read them properly, you’ll want to follow search engine best-practice guidelines so they’re not truncated (cut off). Generally, they need to be between 150 - 160 characters.
You’ll also want to include the page’s target keyword(s) to avoid it being re-written. Google often picks and chooses on-page content to display instead if it believes it’s more relevant.
Example of an excellent meta description
So I’m going to write a meta description for a hypothetical dog supplement brand. The meta description could look like this:
Shop natural, chemical-free supplements for dogs of all breeds and ages. Approved by vets and leading dog experts - let’s keep your dog happy and healthy!
So, why does this work? Let’s break it down.
High-value CTA: Let’s keep your dog happy and healthy
Keyword: Natural supplements for dogs
USP: All breeds and ages
Motivating Factor: Approved by vets & leading dog experts
Plus, it’s under 160 characters and will be clearly displayed on both desktop and mobile listings.
Example of a bad meta description
Our natural dog supplements are free from chemicals and contain no fillers or bulkers. Their unique blend will help your dog lead a healthier life.
Why is this bad?
Well, firstly, it’s boring. It’s too descriptive and not user-focused. It may contain the target keyword, but it isn’t actually meeting the search intent. ‘Natural Supplements for dogs’ is a commercial keyword, so users are looking to browse products.
The other meta description uses purchase-fueled words, such as ‘shop’. If you want users to browse or shop your products, that’s what you need to tell them to do!
It’s also missing a high-value CTA and is too long, so Google will truncate it.
Now, which meta description would you be most likely to click?
