Bow House Blog

Our advice for writing meta descriptions 

by Beth Ellin

Writing meta descriptions isn’t easy, especially when you’re having to worry about fitting inside Google’s character limit and trying to be snippable

That’s why we thought we’d share with you our top 8 tips for writing meta descriptions that will convince searchers to click. 

1.    Give something useful 

Who’s going to click on something they think is going to waste their time? That’s right, no-one. You need to let your potential user know exactly how you’re going to help them in your met description. They’ve searched for an answer, and you’ve got it, so let them know.

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2.    Use language that’s full of action 

You want the searcher to click on your link rather than your competitor’s. Let the user know exactly what they can expect when they visit your page. Use words like “discover,” “learn,” and “uncover”  followed by the specifics of your offer to convince them to click through to you.

Including a call to action to “find out more,” “get it here,” or to “try for free” can help increase your click through rate significantly. 

3.    Match your content

Sounds obvious, right? Make sure your meta description matches the page it’s on and avoid click-bait copy that has nothing to do with your page. Not only will it frustrate customers who will simply navigate straight away from your site, search engines may penalise you for it.

4.    Don’t stuff it full of key words

Yep, you read that right, you don’t want to fill your meta description with key words. It won’t read naturally or convincingly and the trust search engines and users may have put in you can suffer as a result. Think carefully about a specific term you’d like to rank for and include that in your description instead and make sure it sits nicely in your sentence. 

5.    Keep it short

Wherever you look online, there’s a different figure floating about as to what’s the ideal character length to stick to when writing meta descriptions. Google recently expanded the limit to 320, so try and stay in the sweet spot between 50-300 characters. Search engines will truncate copy that runs over, not giving you the chance to [...] 

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6.    Don’t duplicate 

Make sure every page on your website has its own unique meta description. Having duplicate content anywhere on your website is a big SEO no. It can be a little time consuming, but it’s better for you to have written something unique and convincing than for search engines to create them for you based on your page copy.

7.     Avoid speech marks at all costs 

Google and other search engines will simply cut them off and you’ll have lost the words you so carefully chose to attract your customers. 

8.    Think about using rich snippets

Rich snippets are a little schema mark-up you can use to add to make your snippet all the more convincing to a user. You can use them to include things like customer star ratings, prices or calorie counts. 

Want to talk about getting rich snippets for your business? Get in touch.

To sum up 

Writing meta descriptions takes a little bit of time and a lot of trial and error to hit on the most convincing wording, just as any type of marketing does. Use the tips and advice in this blog article to create interesting copy for your customers to convince them to click through to your website. 


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