How to Write Click-Worthy Meta Descriptions Every Single Time

Want an easy way to get people to click through to your website? Then include a meta description.

Although they aren’t a ranking factor, meta descriptions are essential to your SEO.

I mean, it’s the first impression searchers get of your website. A well-written meta description can be all it takes to capture a searcher’s interest in the search engine results pages (SERPs).

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However, it can’t just be any old content.

If you want people to take that extra step and click through to your site, it’s got to be click-worthy, like the example below:
What Are Meta Descriptions?

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Meta descriptions are 160-character snippets summarizing a web page’s content. Search engines display these snippets in search results to let visitors know what a page is about before they click on it.

Meta descriptions help users decide whether to click on your website in a search result.

Here’s a meta description example from my site.

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It gets right to the point and gives searchers a reason to click. That’s precisely what you want your meta description to do.

How Search Engines Use Meta Descriptions
The best examples of meta descriptions and how search engines use them come from search engines themselves. For starters, let’s look at Google’s meta description.

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Although they aren’t a ranking factor, meta descriptions and SEO go hand in hand because they help searchers find your site in the search engines (more about that later).

Search engines use meta descriptions as snippets of text that help them understand what your page is about, which in turn helps them rank your site for relevant queries.

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Why Are Meta Descriptions Important?
Meta descriptions are important because the Google algorithm, which helps determine what pages should rank well for certain keywords, focuses on meta tags (including meta descriptions). This means that having meta data that is optimized and relevant to the content that you are putting out can have a direct positive effect on your rankings.

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If you’re using meta descriptions properly, you can add a meta tag that isn’t in your content. This could be the difference between ranking on page 4 for “best shoes” or page 1.

Additionally, meta descriptions help:

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Increase click-through rates, boosting conversions and sales.
Improve indexing to rank higher on SERPs.
Make it easier for visitors to find the content they’re looking for without scanning page titles or meta tags.
Meta descriptions can also appear on social media when sharing a link.
Even search engine giant Google recommends writing meta descriptions on your site.

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On the user experience side, meta descriptions show searchers what your website is about and what information they can expect to find if they click.

Want more reasons to use meta descriptions? Here they are:

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Reason 1: Bolded Keywords in Search Results

Bolded keywords help you get searchers’ attention. When someone searches for a particular keyword or phrase, they’ll see it as a bold result in the SERPs. Therefore, if you’re targeting that keyword, you want it to stand out. In these results for marketing budget spending trends for 2023, which results jump out to you?

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It goes to show why your top keyword phrase should be in your SEO title and meta description! You wouldn’t want to be the one result in this list with no bolded keywords for that search.

Reason 2: Top Social Networks Use It

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Whenever you share a page on social networks like Facebook or LinkedIn, for example, each site pulls either the meta description or the first sentence or two of the post as the description to show in the share.

The meta description is usually shown in its entirety, while the first sentence or two of your post ends up cut off with an ellipsis […]. While you can edit the description for Facebook and LinkedIn, not everyone sharing your page will do so.

Therefore, if you want your page’s shares to get the most clicks on social media, consider creating a strong meta description that will encourage clicks, just like you would for search results.

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Reason 3: Social Bookmarking Networks Use It

Many social bookmarking networks will also use the meta description as a page’s description on their network.
A few examples of networks that include meta descriptions are BizSugar and Pocket. Just about any social bookmarking or voting network built on the Pligg CMS system also uses the meta description first.

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While you can edit the descriptions on these networks, you can’t count on whether others who submit your pages will. Plus, if you don’t have to edit the descriptions, then you save a little work for yourself if you are submitting your own pages.

How to Include Meta Descriptions on Your Pages
If you use WordPress on a self-hosted domain, you are in luck. You can easily add meta descriptions to your content using simple (and free) plugins such as All in One SEO Pack. Just install it, and look on every page/post for the SEO Details box that asks you for a custom SEO title, meta descriptions, and other information.

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Then, you can add your homepage’s SEO details to the plugin’s main settings section. Other themes and platforms may have SEO options built in. If not, search your website’s platform, SEO plugin, add-on, or extension.

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Properties of a Strong Meta Description
Now you know what meta descriptions are and why they matter, you’ll want to craft the best meta description possible.

The tips below and the examples help you do just that.

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First, ensure you write a meta description to avoid Google creating one for you.
Keep it brief. Meta descriptions should be around 155 to 160 characters long, although 100 characters is an excellent middle ground to ensure that your meta description is also mobile friendly

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Make it easy to read.
Include a call to action (CTA) to show readers what they get when they click your search result.
Use active language and include relevant keywords to show users what they can expect from your page.
Research relevant keywords for your web page and include them in the meta description organically

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Don’t keyword stuff. This practice doesn’t belong in your content, and Google treats it like spam.
Avoid vague or generic language like “Welcome to our website” that doesn’t tell users anything useful. Instead, make it descriptive and relevant.
Here are two examples of meta descriptions to show what you’re aiming for:

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Tips for Writing Great Meta Descriptions
Meta descriptions are a great way to engage users on the SERPs and improve organic traffic.

You can use meta descriptions in several ways, including:

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Helping readers understand what the page offers.
Giving users an incentive to click through and engage with your site.
Selling a product, offering an email sign-up, or directing readers to your social media pages.

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Looking for employees.
How do you write a meta description that drives clicks and improves your ranking, though? I’ve got you! Here are nine tips to help you create more compelling meta descriptions.

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1. Include a CTA in Your Meta Descriptions
A CTA in your meta descriptions is a great way to compel people to click on your website. For example, you can use phrases like “Learn More,” “Click Here,” or “Shop Now” to encourage searchers to click through.

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For instance, this example from game designer Bungie asks users to apply for remote work positions from their Twitter accounts.
Do you know what else makes a searcher want to know more? Offering value. Let’s discuss that next.

2. Focus on Value in Your Meta Description

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You can’t just expect people to click. You need to give them a reason. Describing the value they can gain by visiting your site motivates searchers to make that click.