{"id":112445,"date":"2017-07-20T16:20:46","date_gmt":"2017-07-20T08:20:46","guid":{"rendered":"https:\/\/seo-hacker.com\/?p=12445"},"modified":"2022-05-04T16:43:02","modified_gmt":"2022-05-04T08:43:02","slug":"create-meta-description-steps","status":"publish","type":"post","link":"https:\/\/seo-hacker.com\/create-meta-description-steps\/","title":{"rendered":"INFOGRAPH: 5 Steps to Create the Perfect Meta Description"},"content":{"rendered":"

\"5<\/a><\/span><\/p>\n

Meta descriptions<\/a> are essentially your way of showcasing what you want people to see \u2013 the high level of your page in search results. They matter because click-through rate matters, and if you write them well and follow a few simple principles you can increase your site traffic.<\/span><\/p>\n

<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n

 <\/p>\n

Step 1: Start with an action verb<\/span><\/h2>\n

You can create a sense of movement and inspire people to read with just this one copywriting trick. When you start with an action verb like \u201cDiscover,\u2019 \u201clearn,\u2019 or \u201cbecome\u201d you get the person moving along the sentence and reducing friction. <\/span><\/p>\n

Step 2: Give a clear picture of what the content will be<\/span><\/h2>\n

If you describe with clarity what a searcher will get if they click through to your content \u2013\u00a0if you really outline in a succinct way what the benefit to them will be for clicking, your click through rate will go up significantly. This is why the meta description is just about being persuasive, not stuffing as many keywords in as possible. Though it may make sense to use some as I suggest in another point below.<\/span><\/p>\n

Step 3: Make sure your meta description is less than 155 characters<\/span><\/h2>\n

You can go on and on in your content and it\u2019s a value add, but because meta descriptions have a cut off around 155 characters, if you do this in a meta description you\u2019re liable to have your snippet to cut off with a \u2026 (ellipsis). Not the worst thing in the world, except that we want to be intentional about our start, middle, and end of the meta description \u2013 so a longer meta description is out.<\/span><\/p>\n

Step 4: Include the main keyword again in the meta description<\/span><\/h2>\n

Wait \u2013\u00a0you said that it\u2019s not about keyword stuffing \u2013\u00a0and doing so would have a little benefit? Yes, but because Google will bold the keyword that was searched in the meta if you can do it tastefully and naturally \u2013\u00a0the bolding will draw more attention to your meta description than others. It\u2019s an advantage that I wouldn\u2019t shoot for if including the keyword makes the meta description less readable or coherent, but I would shoot for if you can do it without hampering your other elements of a perfect meta description.<\/span><\/p>\n

Step 5: End your meta description with a call to action<\/span><\/h2>\n

\u201cGet Started,\u201d \u201cLearn More,\u201d or \u201cRead more now\u201d can all create more of a nudge to move a searcher to read your content. If you tailor this to the specific situation you\u2019re writing your meta description for, it will be most effective. Don\u2019t sit on one generic \u2019get started\u2019 call to action for every meta description if the situation calls for something a bit more specific to the page or article you\u2019re writing it for. <\/span><\/p>\n

Wrapping up<\/span><\/h2>\n

Writing meta descriptions is an art \u2013\u00a0but not one without clear and effective principals that most people should be able to carry out. If you\u2019re working with a team \u2013\u00a0don\u2019t forget to share this article with them and give them some easy to follow guidelines about how to do this right.<\/span><\/p>\n

It\u2019s simple\u2014but really important. Much like creating an actionable title tag<\/a> or your link building campaign<\/a>,\u00a0<\/span>effective meta descriptions that improve click through rate<\/b> can have a massive impact on your site\u2019s overall traffic over time. It pays to start working in this process to every post and page you publish.
\n<\/span><\/span><\/p>\n

Author Bio<\/span><\/h2>\n

\"\"<\/a><\/span><\/p>\n

Tim Brown<\/b> does <\/span>marketing for general contractors<\/span><\/a> and is obsessed with getting results for them in the form of new business and increased revenue. Drive traffic and conversion. You can tweet him at <\/span>@timbdesignmpls<\/span><\/a><\/span><\/p>\n

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