Persuasive meta descriptions drive CTRs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2021, 2:12 AM UTC

Summarising a page’s contents in meta descriptions can help match with a search query more accurately.

Though meta descriptions do not affect search rankings, writing keyword optimised meta descriptions can help brands boost click-through-rates (CTRs) and increase website traffic. Writing compelling descriptions with the most relevant keywords can also drive CTRs, as Google bolds the searched keywords.

Businesses must highlight resonating product specifications and value propositions in descriptions, as these are the first touchpoints for prospects. Create meta descriptions with PPC data to enhance SEO and use rich snippets in schema mark-up to provide users with more information.

Writing meta descriptions within the character limit of around 155-160 characters ensures they aren’t cut off from the SERP and provides value to users. Brands can use tools like Portent and SEOmofo to count the pixels in a meta description and visualise the metadata.

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