Want to entice your audience to read your content? Use Meta descriptions.
These are preview texts that explain more about your content and help your audience verify if the content is relevant to their needs and read it.
If your content has no Meta description, readers can`t be sure whether it`s relevant and can provide value, which makes them avoid it and reduce traffic.
The good thing is that Meta descriptions are easy to create, and here is how you can write them and entice readers to read your content.
Create Relevant Meta Descriptions
You cannot persuade people to click on your title if you create an irrelevant Meta description.
If it`s irrelevant to the title, people will perceive the content as one that can`t satisfy their intent, which makes them ignore it.
To make your Meta description relevant to your content, add your content's main keyword.
For instance, if your title is about freelance writing, your Meta description should also contain that keyword. If you use keyword writing online, instead, you will confuse people and make them ignore your content.
Answer the Audience`s Intent
People search on the internet to find solutions to their challenges. To satisfy them, apart from using relevant keywords, the Meta description should answer their problems as well.
Give them a solution that persuades them that your content can solve their problems. For example, if your content is about PPC, you can write a Meta description like:
“PPC marketing refers to paying advertising networks to enable your ads to rank high on the search results and drive sales”
One`s aim to know about PPC marketing is to understand how to implement the practices and drive sales to their marketing campaigns. Such a Meta description aligns with their intent and entices them to read your content.
Here is how to identify your audience`s intent and create content that drives conversions.
Create Concise Meta Descriptions
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To beat the competition and attract clients to your content create a brief Meta description. Too long ones are boring and can make readers avoid your content.
Besides, search engines cut off too-long Meta descriptions, hiding important information that can entice people to read your content.
On the other hand, making them too short can`t enable you to express yourself precisely.
The effective Meta description length is 50 to 160 characters long.
With this length, you can create a descriptive Meta-description and persuade the audience to read your content.
Incorporate Keywords
People depend on keywords to find content aligning with their search queries. For your Meta description to align with people`s searches, incorporate the keywords they use in searching for relevant content.
That`s possible through keyword research, which entails putting yourself in your audience`s shoes and brainstorming the words they use when searching for related content.
For instance, if your content is about how to make money on YouTube, you can think of keywords like
- How to make money creating YouTube videos
- How to increase YouTube views and make money
- How to get YouTube followers and monetize your YouTube channel
Then use keyword research tools to measure the keywords' volume and difficulty. This will help you know the keywords to use, increase your site rank, and drive traffic.
Keywords with a high search volume show that people are interested in the topic and if you use it you will rank.
Conversely, difficult keywords are the ones that many authoritative sites rank for, making it hard for unestablished ones to rank.
Therefore, ensure to use high-volume keywords that are less difficult. Such keywords have a high potential to drive traffic.
To measure keyword volume and difficulty, you can use tools like
When you get the appropriate keywords, add them to your Meta descriptions, and ensure they flow naturally with the context of your content.
Do not stuff them and ruin your Meta description.
Forcing or repeating keywords too many times makes content ununderstandable, which can put off readers and make them avoid it.
Keyword stuffing is a black hat SEO method that can make search engines lower your website rank or remove it from the search engine indexes.
Here is an example of a stuffed meta description if SEO is your content topic:
“SEO practices can raise your website's organic SEO rank. Learn all SEO practices in this SEO guide.”
The word SEO appears many times and doesn`t flow logically with the context of the sentences.
Here is how you can incorporate it better:
“SEO refers to practices to help websites rank high. Read this guide to learn the best SEO practices to boost your online business.”
This is more descriptive and tells the searches about the benefits of clicking on the content. Plus, the keyword flows naturally with the context of the content.
Here is more on how to conduct keyword research and drive traffic to your content.
Engage Your Audience
Your Meta description will resonate with your audience if you make them feel part of the conversation.
To do that, use relevant language and tone of voice.
If you create Meta descriptions for kid content, use casual language and formal language in content relevant to more educated people.
For example, a Meta description for board book content can be, “Board books that have soothing stories to strengthen your children's reading skills”
And if you sell financial books, your Meta description can be formal, like, “Financial books to help you identify and seize business opportunities to maximize your income”.
That will enable you to resonate with your audience and make them interested in your business.
Using questions in Meta descriptions can also entice people to read your content. An example is when you are creating content about how to do affiliate marketing.
You can ask a question like, “Want to make money through affiliate marketing? This content explains how.” Such a Meta description will entice people to click and see how affiliate marketing can help them earn money.
Add Calls to Action
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Calls to action encourage people to perform your desired action.
Your Meta description can be valuable, but if it doesn`t encourage people to act, you will reduce the chances of having people read your content.
Therefore, ensure to include calls to action that show how people can benefit by reading your content.
To make your calls to action effective, mention the benefits contained in your content.
An example is using a Meta description like, “SEO refers to practices to help search engines rank websites” in SEO content. That answers readers` intent but, it doesn`t convince them to take any action.
To make it persuasive and drive traffic, add a call to action such as, “Learn the SEO practices to boost your online business rank and drive conversions”.
So, your meta description will be, “SEO refers to practices to help search engines rank websites. Learn the SEO practices to boost your online business.”
Your audience will learn what SEO means and be convinced to click and learn more about how to implement it, hence driving traffic to your site.
This content explains more about how to create calls to action.
Don’t Duplicate Meta Descriptions
Each content on your website should serve unique intent, and so should the Meta descriptions.
Meta description-duplication can make you use Meta descriptions that are irrelevant to your content, which can make your audience avoid your content.
Moreover, search engines will also regard your content as weak, which lowers your site rank and traffic.
To create Meta descriptions that attract the reader's attention and drive conversions.
Attract Your Readers` Attention by Using Catchy Meta Descriptions
Meta descriptions help pitch your content to the audience and drive traffic.
Without Meta descriptions, readers can`t resonate with your content, which makes it difficult for them to read and convert.
However, not every Meta description can drive readers to your content.
To drive traffic, write relevant Meta descriptions that answer your readers` intent. Be concise, use your audience`s tone of voice, and add your focus keywords
Moreover, use a call to action to encourage people to take action and you`ll increase your website traffic.
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