Marketing

How to Use Meta Descriptions Effectively to Skyrocket Your SEO

It has been said by many lots of times before, but it really cannot be said enough; the strange, slightly mysterious art that is SEO London is quite literally constantly changing. There are very few things that have remained constant over the years but one of them is the SEO potential of a good meta description.

In many cases a well-crafted meta description is your last best chance to capture a browser’s full attention and interest when your content actually does appear in their search results. However, many business website owners do not know, or perhaps do not take the time to use them properly as the great SEO tool they can be. Here are some tips to get you started along the right path.

Make Use of Action Words


Instead of just lifting, or maybe simply slightly tweaking the first few lines of the content of the page use this space to build a little bit of excitement and buzz around your content. By incorporating action words like learn, discover, how to etc. you have a better chance of piquing your potential audiences’ interest.

Yes, getting your keyword into your meta description is important, but so is writing a compelling one that encourages clicks. The balance between the two can be a delicate one sometimes but the extra effort will be worth making every time.

Be Honest About What Your Content Offers

When you are searching for something on the web there are few things more annoying than clicking on a certain result based on its great meta description only to find that what you actually end up reading is not what you were expecting at all. If people want to read about SEO London make sure that the meta description is clear that this is what your content talks about and that it then really does. Misleading your audience is not only sneaky but Google is now beginning to categorize obvious examples as spam.

Don’t Repeat the Title


The number of characters you have to work with in a meta description is extremely limited, 160 of them at most. Therefore you cannot afford to waste any of them by basically repeating what the title of the page has already said.

A person browsing search results has read your opening pitch in the form of that title so the job of the meta description is to try to seal the deal with even more of an incentive to click.

No Keyword Stuffing, Ever

Not so long ago it was the common advice of many SEO London ‘experts’ that a meta description should contain as many keywords as possible. It was actually rather dreadful advice from an engagement standpoint back then – after all something like “London decorator discusses how to be a decorator in London” is not really compelling stuff is it?

Back then though the search engines – even the great Google – were a lot less sophisticated – and less suspicious – (and for a while) some people actually did have some spotty success implementing the tactic.

However, as most people know, the Google crack down on keyword stuffing in general has been intense to say the least, and many websites that used to rank reasonably well in the SERPS were penalized right out of the SERPs for their fondness for using too many keywords. And many of them were never let back in. This is not something you would want to happen to you.

All of those nasty penalties apply to meta descriptions as well as the actual page content, sadly something that some webmasters have yet to realize, to their potential detriment. So make this a rule; no keyword stuffing in your meta descriptions, ever, no matter what used to be ‘in vogue’ ten years ago.