Google says meta descriptions do not have an impact on page rankings in search engines. However, well-crafted tags increase click-through rate (CTR) which does have an impact on search results.
Because user activity appears to now be factored into algorithm ranking verticals, meta descriptions have more importance than the commanders at search control will have you believe.
It is therefore important to include meta descriptions on every page, including blog posts, to give end-users a significant insight of what they can expect if they click through to view your content.
So how do you write killer meta descriptions that increase your CTR?
Use ad copy
The meta description is essentially an advert signposting what your page is about. Regardless of whether this is a product page, your meta tags need to interest searchers enough to click-through.
Keywords are vitally important of course. Without keywords, search engines will not index your content correctly whereby they will not show up in results. But beyond search engine crawlers you also have to appeal to readers.
You only have room to input 160 characters which only amounts to a sentence or two, in which case you need to be able to describe the content on your in a concise way whilst being persuasive.
Your meta tag needs to trigger a response so should be structured in accordance with the page content, either by including a call to action, describing benefits, evoke curiosity, entice clicks with special offers or some other emotional appeal.
To get inspiration for your M-tags, review wording from paid ads and click bait headlines, not word for word exactly, but a general gist of phrases that are creating a buzz and that most appeal to you.
Use benefit and feature descriptions
When writing sales copy for products and services, copywriters are brought up on the mantra, “features tell, benefits sell.” The same rules apply when writing meta description that appeal to end users.
Benefits detail how your product can improve your customer’s life so lead with the benefit followed by the feature that delivers the benefit. If the price is a selling point, that should be emphasised at the end, for example “And all for just £..”
Use facts and figures
Your meta description should be an extension of your page title and gives you the opportunity to include key data. Facts and figures work well as they tell end-users exactly what they can expect from your product.
For example, “Stamp 100 letters in 60 seconds,” throws exact figures into the equation and raises curiosity. If you have a unique selling point that raises awareness and piques interest, include this as well.
Facts and figure can also be used to increase urgency, such as “Save 25%. Offer ends 31 May,” is more likely to attract CTR and immediate conversions. Alternatively, “hurry now whilst stocks lasts,” is another option.
Although Google play down the role of meta descriptions on product pages, they are vitally important for attracting interest from end-users and are effectively your first sales pitch. Get the wording right and you will increase your CTR and conversions.