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Meta descriptions are often an afterthought when creating content for SEO, but their impact on visibility and click-through rates (CTR) should never be ignored. There is a real art to crafting the perfect meta description, and those who have mastered this art form will always find success when it comes to SEO. This guide will look at a few key components that can be used to master the art of crafting effective meta descriptions.
Integrate The Primary Keyword
First, you should always integrate the primary keyword into the meta description. This does not technically increase the visibility of the content, but it will catch the attention of search engine users as this word/phrase will be bolded on search engine results lists. Integrating the primary keyword naturally into the description should not be too challenging as the content should be focused around this.
Make Sure It Is Relevant
Following this, you must make sure that your meta description is relevant and accurate. If your descriptions are misleading and the content does not reflect the description, it will result in a high bounce rate, negatively affecting your SEO ranking. Additionally, misleading descriptions will frustrate web users and erode trust.
Use Emotive Language
Meta descriptions need to be relevant, but they should never be boring. It is vital to use emotive language to engage web users and make your descriptions stand out on the search engine results pages. Consider the kind of emotional mindset that people will be in when searching online and find a way to create an emotional connection with the use of language.
Use A Call To Action (CTA)
Leading on from this, meta descriptions should always include a call to action. CTAs are an effective psychological trick that can create a sense of urgency and encourage web users to click through, and even take the next step on the buying journey. In particular, action verbs like “discover” and “unlock” can be highly effective.
Highlight Your Unique Selling Proposition (USP)
If you have a USP, you should try to include this in your meta description. You want to make sure that you stand out from the crowd on search engine results lists, so mentioning what separates you from the competition or how you will provide a solution to the problem they have will improve your chances of a click on your link.
Keep It Concise
Finally, you need to incorporate all of the above while keeping it concise. It is recommended that you keep meta descriptions shorter than 160 characters so that they display properly on search engine results lists. This is why it is wise to write out your description and then spend time removing unnecessary words and shortening words until you have something that is clear yet concise.
As you can see, there is a clear art form to writing a compelling meta description. It is never something that should be an afterthought, as it can have a significant impact on your SEO efforts and organic traffic.
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