In many websites discussing search engine optimization (SEO) marketing and other forms of digital marketing, content has consistently been referred to as king.
Of course, it is with the content that search engines such as Google see if the website is even relevant to the searches done in them. The more unique the content is, the better ranking the website will end up with.
Many companies have invested in content marketing and SEO, but have you looked closely to the meta components of the content you publish?
Meta components include both meta title tags and meta descriptions.
Meta title tags are found on top of the browser when they click on your website’s post from the search results. They are both visible in the code and the page itself, and has long been thought as the most important meta tags. They are said to be what can make or break your SEO ranking, as search engines usually see it as what’s in your page.
Meanwhile, meta description is the body of text found just under the title tags. It is a 160-character tag that summarizes your content. From the word itself, it is simply a detailed description of what can be found when they click your website.
Since Google has resigned to the fact that only meta title tags are the only tags that can determine your SEO ranking, website owners and operators have focused only on them, quite overlooking meta descriptions. Now it is a usual scenario that these descriptions are no longer being customized, and are only automatically taken from the content.
Why must we focus again on meta descriptions?
As technology keeps changing, SEO marketing and search engines’ formula on ranking keep changing as well. Even if meta title tags still have the most influence on your ranking, that does not make meta description useless in SEO. They still matter, and should still be focused on.
- Some users are also very particular in their searches before clicking on anything. Not everyone relies on titles alone. There are users who like having a concrete idea of what they are about to read. You have to take these things into consideration and start customizing your meta description.
- You can use meta descriptions as an avenue to use keywords and make your content more specific. Uniqueness of content is pretty much a requirement in SEO. Just remember that the keywords you use throughout your post vary, from the headline, meta title tags, meta descriptions, and the content itself.
- Even if meta title tags can help you with your SEO ranking, meta descriptions, on the other hand, is the most essential element of your post that can improve your click through rate (CTR), which is included in the formula of ranking your websites in search engines.
User Behavior In SEO
It is often overlooked that most search engines like Google take user behavior into consideration when they rank websites. Apart from how unique your content is and how fresh your keywords are, how well and how often your website is being clicked through also matter when it comes to your search engine ranking.In the algorithmic ranking process, the click through rate your website has is just as equally important as your keywords and your website’s age. That fact alone makes meta descriptions essential in SEO.
How Do We Write Clickable Meta Descriptions?
- This might already be an obvious, but we cannot say it enough, be really descriptive.Of course, you still have to watch your word count, as we know that meta description is composed of just 160 characters. Still, it is imperative to really catch attention with your description, using what really is in your page.
- Make it as persuasive as you can. In making websites clickable, persuasion is key.You have to make the descriptions interesting and relevant so more people can relate to it. Include attractive words that you know will appeal to your target market, and you know you’ll never go wrong.
- Use keywords that really relate to what the page contains. Keywords only matter to search engines and their algorithms. To users, it is the relevance of your pages that matter more. Even if keywords hold so much importance in your SEO ranking, you have to remember that too many keywords make your posts sound forced and robotic. It goes the same way with the description, they have to sound natural, or you will lose your click through rate.
- Include a call to action. This takes persuasion to the next level. Use the active voice to make it sound more directive and for it to have a stronger influence to the one who is reading it. Take note that every person with a chance to glance on your meta description is a potential client. Use that as your guide and motivation when you write them.
- Quotation marks are a no-no. Some users do not know that Google cuts them off, and that will automatically put your website in a bad light. As much as possible, we do not want any negativity associated to our website as it will obviously hamper our ranking progress.
- Tickle their minds and pique their interests. Several studies have shown how important it is to always keep things interesting in your website. Users are more likely to click your link if they see that your website has interesting and informative content.
In the world of digital marketing, it is a must to keep up with the changing times and be aware of the trends. Having regular updates will make you a strong contender in the rankings and SEO game. You have to be always improving and developing to keep you loyal following and even attract new subscribers and clients.
While there is an undeniable focus on meta title tags and meta description, the other components of your pages and posts are not to be overlooked in an instant. Each has its own purpose, and can all help in making your website rank well in Google as well as other search engines.
Make it a point to customize every tiny bit and piece of your page to make it as unique as it can get, so as to help your website in SEO. Use it as your mark to make your website yours in all its forms.