How to use meta-descriptions to improve your search ranking
12th November 2009 by Tom Hallett
A few weeks ago, Google confirmed that they don’t use a page’s meta-keywords to determine web rankings.
They also said that they don’t use the meta-description to determine ranking:
“Even though we sometimes use the description meta tag for the snippets we show, we still don’t use the description meta tag in our ranking.”
OK – so the keywords you put in your meta-descriptions won’t affect rankings directly in Google’s eyes.
But, once a web page starts ranking in Google’s SERPs, the amount of click-throughs a page gets compared to the pages around it will affect its rankings. More click-throughs can lead to higher rankings.
Google will show your meta-description as a snippet in the SERPs if it’s relevant to the search query, and that’s why your meta-description can affect your search ranking.
Here’s some quick tips on writing meta-descriptions that will encourage more click throughs:
Describe your page accurately
Searchers will use your title tag, search snippet and URL to decide whether a page is relevant to their search. So including a description of the page or a call to action in your meta-description will encourage click-throughs.
For example, the Poppy Appeal home page’s meta-description is:
“The Poppy Appeal raises funds for The Royal British Legion, the nation’s leading Armed Forces charity providing care and support to all members of the British Armed Forces past and present and their families. Its emblem is the red poppy.”
This sums up exactly what to expect when you click through to the page from the SERPs.
Calls to action
Give searchers even more reasons to click through to your page. Include calls to action like ‘Get discounts on…’, ‘compare car insurance’, ‘browse our kitchen worktops’.
Other phrases can be used as calls to action too – if you have won awards for your service, put ‘award winning’ in your meta-description. If you are a top 3 company in your field of work, say so. Just make sure you can back up your claims.
Use your target keywords
It sounds obvious but use your target keywords in the copy of the meta-description – Google, Bing and Yahoo all make the user’s search query bold in the snippets they show on the SERPs.
And, use variations on the theme of your main keywords
As well as using your target keywords in your meta-description, use variations of these keywords in your descriptions to further reinforce your message and encourage a click-through.
So if your page is about SEO, also use words like ‘search engine optimisation’, ‘search engine marketing’ and ‘rankings’ – any words that will appeal to the searcher and encourage them to read on.
Include your brand name
Chances are you won’t put your brand name right at the start of your title tag and most people read scan web pages from left-to-right.
So include your brand name in your description – especially if you are a trusted brand – to give it more visibility and give searchers another reason to click through. This is especially important if your brand isn’t part of your domain name.
Your brand will also more exposure on the SERPs for searches related to your industry. So if users don’t click through to your site, they’ll see your brand and hopefully remember it in the future.
Related Posts
- Google announce that Keywords & Descriptions tags have no impact on ranking
- Search Engine Optimisation – Duplicate titles and Meta Descriptions
- #FollowFriday – why your Twitter bio is like a meta-description
- SEO Tips for More Efficient Meta Tags
- Search Engine Rankings are not Enough – Does your Page Title Invoke Action?
- 5 steps to a great meta description
- Use the best bits from PPC to improve your organic SEO
- Writing Enticing Descriptions