43% of Internet users click on search results based only on the meta description. To increase your click-through rates, it’s worth looking at the text.

The meta-description tag provides a brief description of a web page in search results. Optimizing it reassures Internet users and encourages them to click on your page or your article. However, the more clicks you have, the more Google takes up your content in the results (and the more visits you get, it’s a virtuous circle)!

Cap on seven tips to turn your meta descriptions into click machines.

1. Do not dwell on the number of characters

Stop worrying about the number of characters in your meta description. It’s almost like hitting a moving target.

For a long time, the number of characters recommended by Google was 135 to 160 characters. Then Google doubled it down. Now it’s down to around 150 again. If you like to have a number to hit, 150-155 is a decent length.

When writing your meta descriptions, as with all of your content, your primary focus should be the end-user. What information should be transmitted to users to encourage them to click? Focus on the question rather than the number of words.

Do not dwell on the number of characters.

2. Use multiple meta descriptions for a page

As a general rule, a page should only have one meta description.

However, the deliberate use of multiple meta descriptions gives search engines several options while creating the snippet in the SERPs. Additionally, it lets you position yourself on several keywords.

Ideally, write three different meta descriptions, each targeting a different phrase. Thus, the search engine will select the most relevant tag for the Internet user’s request.

3. Optimize the meta-descriptions of high-potential pages

For more efficiency, some of your pages must contain meta-descriptions.

The Homepage

The meta description of your homepage allows you to give the first impression of your brand. This is the opportunity to position yourself on a key request in your industry.

High traffic content

If you have content that receives a lot of search traffic, ensure that its meta description is perfectly optimized. It is possible to receive even more traffic, especially if you add more descriptions.

Product and category pages

Your product and category pages are used to sell on your e-commerce. Logically, you have to take great care of your meta descriptions to attract customers. These descriptions should be appealing to your target audience, help your SEO, and convey your brand or business values.

Pages without much textual content

Without textual content, a page can hardly be positioned. Yet, a page without text can be very relevant, especially if it contains a video, presentation, or detailed infographic.

The meta-description is, therefore, particularly useful here! These pages will need an optimized tag with meaningful keywords and text that makes you want to know more.

4. Respond directly to the target request

The Internet user wants to know more about a particular subject. Just with the meta-description, the user must already have an answer to his/her question. Far from reducing your click-through rate, this technique encourages the users to visit your page to learn more.

Why? Unless the user is looking for the definition of a word, a one-sentence answer will not meet their needs.

Moreover, it shows that you have some knowledge of the subject. However, an expert article is always more attractive than content that promises to be general.

5. Encourage action

Want people to click on your link? Encourage them!

In your meta description, invite them to “discover,” “read”, “consult”, “download”… These action verbs can trigger an impulse and increase your click-through rate.

6. Use namedropping in your meta description

This technique is particularly relevant for companies in the B2B sector. By adding names of customers, suppliers, brands, or certifications with which your company is associated, you highlight your credibility, increasing the number of clicks.

7. Stay aware of competitors who use Google Ads

Sponsored results are occupying more and more space in the SERPs. When you get one of the top positions organically, you should also monitor your competitors who are using Google Ads and tailor your meta description accordingly.

The idea is to write a relevant tag, more user-friendly, helpful, and less commercial than these ads. Thus, you keep your chances of getting more clicks than your competitors who invest in sponsored ads.

Do you want to optimize your SEO and your website visits? All you have to do is test these seven tips to improve your meta descriptions! You can also delegate the SEO optimization of your website to my team.