1. Determine the benefit the end user will get from visiting the page

People generally start a search with a specific question they want answered or a void they need filled. So to get the best result, you should keep this in mind. Read the page you are creating the meta description for and determine what answers this page is providing, or what needs the product or service on this page will satisfy. Then determine what features should be highlighted. How does this page benefit the user more than the other pages in the search results? This will be the foundation for your meta description.

2. Make sure your description is keyword rich

Since you have already determined the benefit of the page, you will know what questions need to be answered or what voids need to be filled. This will make it easy to determine a list of words and combinations of these words that an average person will use to search for a page. These are your keywords. Remember to write the meta description carefully, replacing the words that will not be searched as often with the appropriate words from your keyword list, keeping in mind that it still needs to make sense to the end user.

* Tip: make sure the same keywords have been used on the page itself where appropriate, being careful not to "keyword stuff."

3. Don't try to trick the user

Your description of the page should not oversell it. This will only end in the user being disappointed and backing out of the page. If you feel that your page does not offer the value needed to bring more benefit to the end user than the other pages in the same search results, it would be best to first take the time to enhance the page.

4. Use a strong call to action

Statistics have shown that a good call to action in the meta description will entice more people to click on your listing in the search results. Don't be afraid to take the question or void and tease them with it, then pitch the benefit you offer that makes you better than all the other results without giving all the details away, e.g. "Are you having trouble writing strong meta descriptions? Find out how to write meta descriptions that will get your web page noticed!"

5. Keep it short and sweet!

Typically you want to aim for about 150-160 characters. The reason is very simple. Search engines cut off everything after 160 characters. If people can't read it, it won't entice them to click through to your site.

6. Ask yourself: "Does this make me want to click?"

If this is your first time putting your meta description through this list, I would suggest taking a little time away to clear your intellectual palate. Once you are clear, re-read and ask yourself: "Does this make me want to click?" If you can honestly answer yes to that question, you have created a strong meta tag.

7. There is always room for improvement

Because the internet is evolving, it's important to remember that your website must continue to evolve with it. You should make a habit of revisiting your content from time to time and see if there is anything you need to enhance. This includes not only your meta tags, but your page design, the content on the page, the images used and the calls-to-action.

For more information on services that can help you with creating strong meta tags for your website, please contact [email protected] to discuss your specific needs and/or to sign up for M.A.T.E. services.

To view the source article, visit the Lone Wolf blog.

Further Reading

• Meta Data Matters!
• How To Use Google's New Keyword Planner [Part 1]
• How To Use Google's New Keyword Planner [Part 2]