When you hire content optimization services in Canada, you can request assistance with meta descriptions, a critical part of any listing on a search engine results page. Of course, you may wonder why you should go through the trouble, as most of them are auto-generated if left alone. Is it worth the effort of creating your own? You may be surprised by how much it affects your marketing campaign.
What Is a Meta Description?
You’ve seen meta descriptions before, but you may not have known it at the time. Meta descriptions are the handy paragraphs underneath links on SERPs. They describe what the page is about and help searchers find the right website to answer their questions.
As we mentioned, search engines automatically generate meta descriptions, but you also have the option to write them. Depending on the quality, Google may rewrite them to better serve the user experience. However, meta descriptions optimized with keywords are less likely to get rewritten, so it’s in your best interest to at least try creating your own.
It’s important to note that the meta description isn’t part of your web pages’ visible content but part of the metadata that works behind the scenes. As a result, you must access the HTML markup to change it. This process is relatively easy in most content management systems.
Why Are Well-Written Meta Descriptions Important?
Meta descriptions are a great place to flex your SEO muscles. Optimized descriptions appeal to internet searchers, who are the more likely to click on the associated link. The more clicks a link gets, the higher it ranks on SERPs. The higher it ranks on SERPs, the more clicks it’s likely to get, and so on. Basically, a well-written meta description is a way to jump into a high-ranking feedback loop.
How Can Content Optimization Services in Canada Help You Create Effective Meta Descriptions?
While there are meta description generators out there, professionals find that organic text is more effective. In fact, creating a unique description with strong branding can significantly impact how many people click your link. Of course, if you write a description the old-fashioned way, you have to keep a few things in mind.
First, make sure you stay within the character limit. Google only shows the first 160 characters of a meta description, including spaces. That means you have a tiny window to state your case.
Second, don’t stuff your description with keywords. While utilizing keywords is crucial for product content optimization, treating the meta description as a list of buzzwords won’t do you any favours. Searchers want to know what your webpage is about, and a description packed with keywords won’t tell them that.
Instead, only use one or two keywords as naturally as possible. This approach strikes a balance between appealing to search engine algorithms and providing value to consumers.
Third, prompt searchers to act with clear directions. Termed “calls to action,” these statements use active verbs such as the following:
Which you use depends on the content of the webpage. For example, if the link leads to a blog, you’ll want to focus on words related to learning. In contrast, web pages listing products for sale should use terms related to shopping.
Finally, keep the consumer’s intent in mind. What is the user hoping to find by searching these terms? Try to present your webpage as the answer to searchers’ hypothetical questions.
Optimizing meta descriptions on your own is feasible when you’re a startup, but as your business grows, so will your website. Maintaining dozens of web pages takes time away from other essential operations. Fortunately, Unwired Web Solutions can help you strike a balance with our content optimization services. For more information, give us a call or reach out online.