Choosing the right keywords is an important part of SEO marketing, but don’t forget to optimise your pages for Google with well written meta descriptions. The 150 character limit can be challenging to get used to, but it is used to convince audiences to click on your search result. The more clicks you get from those search results, the better your click-through-rate (CTR) will be. If you’re looking to improve your meta descriptions, follow this step-by-step guide.

How to improve your meta descriptions and boost your SEO marketing 

Keep the tone simple and conversational 

The tone of the description must be straightforward and conversation while still being in line with your brand voice. This may seem like a delicate balancing act, but there’s no need to overthink it. The important thing is to encapsulate the essence of the page content in a simple and attractive way.

Don’t forget about your primary keyword 

This is a fun challenge for a copywriter: to include the primary keyword and a natural way that makes sense to the description. It’s vital to include the keyword in your description, as well as your meta title.

Include a call to action

Finish off your description with a tangible call to action for the reader. “Find out more…” or “Learn more here,” for example. A basic description of the content might be enough to attract a click but often, readers need that definite nudge.

Use active voice 

Passive voice has its place, but it should be a no-no in most marketing writing, especially in a meta-description, which is meant to be short, sharp and direct. So always stick to active voice. 

Provide an accurate description of the content 

Don’t try to trick the reader into clicking with a description that doesn’t actually fit the content. Let your description be an accurate reflection of your page’s content. 

Keep it as short and start with primary keywords 

Although the maximum length for meta descriptions is 150 characters, only the first 120 characters usually get displayed in the search results. This means you need to be sure to get your main message across before that cut-off.

Write a meta description for each page 

Don’t copy and paste one meta description across various pages. Each and every one of your pages must have its own meta description.

 As a leading digital marketing agency, WSI OMS specialises in providing you with effective social media marketing, pay-per-click advertising, mobile content marketing, and SEO marketing. If you need help with your SEO marketing strategy or any other digital marketing activities, contact us for more information. 

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