Using Meta Title & Descriptions to Improve your Click through Rate
Getting meta title & descriptions right is important in getting those all important click throughs to your website. So if you’re not sure what they are, read on and find out how they can make all the difference in ranking your website and improving your click through rates.
The meta title is a 60 character snippet that headlines the web page. The meta description is a 160 character snippet that describes the content of a web page. Search engines show the meta data in search results, generally when the searched for phrase is contained in the description. The meta description shows up in the search results below the meta title and URL of your page.
For example, here’s a search for ‘social media training exeter’ along with the search results listing Q Social Media. As you can see, the title and description are lifted from the meta data associated with that web page. Note that the words searched for are shown in bold in the text on the search results, making them stand out more.
The description in the search results exactly matches what we have written in the meta tag description in the backend of the website.
Optimising the meta data is a very important aspect of SEO (Search Engine Optimisation). If you don’t add the meta data for each of your webpages, Google will auto fill these fields, and you may find that this is not as relevant to the page. The only way to ensure the web page title and description, which shows up in search results, reflects the content of the webpage is to write the meta data yourself.
So what should you write in the meta data? Firstly you should think about what a customer wants when they write something in a search engine which prompts your ad to show up. This can help influence whether or not someone clicks on your ad so it needs to reflect what the page is about, use active language and also be enticing. It needs to sell your USP and make your offering stand out from all the others on the page. Here is your tick list:
- Give a clear call to action where possible
- Offer a compelling reason to visit the webpage
- Offer a benefit to the reader
- Use active language
- Make sure the description is unique to the web page – don’t duplicate meta descriptions from other pages
- Include keywords and where applicable location(s)
- Keep the title between 40 to 60 characters and description between 140 -160 characters long
If you require any help making your website more SEO friendly, we offer help with Search Engine Optimisation as well as help with social media and digital marketing. Fine out more here.