Why are meta descriptions key to your SEO strategy?
Google said in 2009 that meta descriptions no longer played any part in search engine ranking and from then on meta descriptions have been largely ignored by a high percentage of website owners. But they offer a major opportunity to impact your ranking for one key reason – click through rate (CTR) – this is when a potential customer clicks on your web site page in the search results and visits your website.
Google uses CTR as a metric in influencing how it ranks a web page in search results. The higher the CTR the more likely Google is to rank your web page above other pages with a lower CTR.
The meta description is a small piece of screen real estate in search results that is the final opportunity for your website page to succeed in inviting a visitor to click. The aim is to write an engaging piece of content that accurately describes the web page and will appeal to your customers. Very often they will mention a particular ‘special offer’ you may have, like free shipping or a free ebook or top tips etc. The more engaging the content of the meta description the more likely you are to succeed in getting customer’s to click through to your site. The more customer’s that click through the higher the CTR and the more likely Google will be to rank your page above competitors with less engaging meta descriptions and a resulting lower CTR.
If you don’t add a meta description yourself then Google has a guess at it by extracting text from your web page. Boy can this look bad – take a look at the Pepsi Cola one below:
So if you want a simple step in starting to improve your Google ranking then one good place to start is meta descriptions. Most websites will give you the ability to amend meta descriptions – Word Press will certainly allow you to do this. If your not sure how to do this then contact Buzz Web Consultancy for friendly advice and help – no obligation.
The article below explains step by step the value of meta descriptions, how to write them, good and bad examples. It’s a great little article about an area that can be brushed over lightly in the world of SEO.
Source: How to write the perfect meta description – A data-driven guide to creating an effective meta description. Learn how these little search snippets can win you big business.
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