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It constantly analyses click-through data to determine how good it's guesses are and adjusts ranking positions accordingly to ensure that users are being returned the optimal results. This constant monitoring makes perfect sense, because Google's mission is to surface the best results possible for each search. Eventually, they'd start using another search engine, Google's ad revenues would be hit and their whole business would be at risk.
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We just wanted to explain where this alternative name comes from. As you'll see in a bit, you won't need to touch any coding when you're creating a meta description. Why you daren't ignore your meta descriptions When it comes to reaching the top spots and enjoying SEO success, clicks matter a lot to Google [and let's focus on Google, since it handles 5.6 billion searches every day and boasts the overwhelming market share]. Google measures content against different criteria when it's deciding which web pages to position where. It basically comes up with a best guess but things don't stop there. It constantly analyses click-through data to determine how good it's guesses are and adjusts ranking positions accordingly to ensure that users are being returned the optimal results. If something gets a lot of clicks, google thinks it's providing value. If it doesn't, Google thinks it isn't providing value. Basically, all things being equal, the more clicks your web page gets, the higher it will rank. Content is continually being moved up and down. There's no point in keeping a web page in 1st position if no one clicks on it. Or in having something stay in 8th spot if it's hoovering up traffic like there's no tomorrow. This constant monitoring makes perfect sense, because Google's mission is to surface the best results possible for each search. If they display irrelevant or low-quality results, that's no good for searchers. Eventually, they'd start using another search engine, Google's ad revenues would be hit and their whole business would be at risk. The better your descriptions, the more clicks you'll get. The more clicks you get, the higher your page will rank. Higher ranking positions means more traffic and more traffic means more leads, customers and profit. spending some time this is a no-brainer. It's a genuinely small job that could dramatically transform your business. Remember your meta titles too The meta title is simply the title that sits on top of the meta description and the pair should work in tandem: Although shorter in length, they're displayed in a larger font and are more eye-catching, so these titles are important and you should work on these too. Collectively, the descriptions and titles are often referred to as metadata. Where do you write meta descriptions and meta titles? Every CMS should allow users to assign meta descriptions and titles. In WordPress, they'll live within whatever SEO plug-in you're using [such as Yoast]. How long should a meta description be? Typically, you don't want to be exceeding one hundred and sixty characters. There is no official guideline, but 155-160 characters is widely accepted to be the optimal length. Write anymore than that and you risk having your description truncated like this:How long should a meta title be? As far as meta titles are concerned, these should be 50-60 characters long. Again, if your title contains too many words then it won't fit or make much sense to searchers: thirteen tips for creating an awesome meta description one Make your descriptions unique This is less of a tip and more of a mandatory rule. Make sure you create different meta descriptions for every piece of content on your website. Take a look at Gillette's description below. There's nothing fundamentally wrong with it, but it's the type of copy that you'd expect to see on a product page. They'll have to be careful not to repeat themselves when creating metadata for any pages that sell any of their razors or shaving products. two use power words and leverage emotion Certain words and phrases will hit home with your target audience and it's vital to use emotive copy when people first come into contact with your brand. Ultimately, we all buy stuff because we want or need something that's important to us. Try to use this desire to your advantage and create a meta description that strikes deep into your ideal customer. Cisco are pretty bold and go straight for the jugular as they describe their core message. three Focus on a hook or USP Every business has some sort of hook or unique selling point to talk about. Do you offer the best product or service on the market? Perhaps you're the cheapest? What can people get from you that they can't find anywhere else? Maybe you've just got a really interesting backstory about why your company was created in the first place. MTV do a good job of positioning themselves as the place to go for music and entertainment. four Showcase your brand identity Competition is rife in every market, so it's important to stand out. And whilst meta descriptions are important to your business, there's no reason why you can't have a bit of fun with them. Take a look at the description for Ruffles' homepage. It's not very salesy, but it's eye-catching and makes you smile. Could it influence clicks? unleash your creativity and find out. All it takes is a test - you can always change it back again, so you've nothing to lose. five Flag up any special offers Don't be backward in showcasing your latest deals. Imagine if you were looking to buy a sofa. You do an online search and out of all the results, one meta description mentions that you can get free delivery on orders over $25. That wouldn't probably be enough to get a click, wouldn't it? As you can see, Target understands that online margins are fine and they're leaving nothing to chance. Neither should you. Shout from the hills. six Have a clear call-to-action If you'd like your audience to do something, then say so in your description. People like to be led, so be forthright. There's no messing around with Disney's copy - they lead with a direct instruction and if they can do it, so can you. Having a CTA injects a bit of urgency into proceedings, which is a good thing because when we're shopping for something, we all want things yesterday. Capitalise on this mindset with a laser-focused approach. seven Have self-awareness : it's not all about you Meta descriptions are intended to help consumers - it isn't an opportunity to talk generically and blandly about your business. check out the ExxonMobil effort below. There's precisely nothing about this copy that's geared towards providing value for their audience. In fact, it contains completely irrelevant information. No one's interested in company structures at the search stage and taking this route is risky. Don't make the same mistake. eight Don't try to say too much If your business offers multiple products or services, then you must focus. Don't try to say everything under the sun. Just put yourselves in your customers' shoes, look at the page you're describing and work out what you would need to read to get a click. Subway's meta description goes way off tangent. Market overviews and seminars? Doesn't it just sell yummy sandwiches? This free text article has been written automatically with the Text Generator Software https://www.artikelschreiber.com/en/ - Try it for yourself!
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