Meta Matters: How to Write a Kick-Ass Meta Description for More Clicks

In digital marketing, search engine optimization (SEO) is a technical and creative tactic in gaining web traffic and increasing your site’s page rank on search engines. And when it comes to SEO, there are certain elements that make sure it that optimization is done right. One certain element is a site’s meta description.



While the meta description does not directly affect a site’s ranking, it does, however, play a huge part in increasing a site’s click-through-rates (CTR). This is why it is important that a meta description is well-written and enticing enough to capture a visitor’s attention. So how exactly do you write a kick-ass meta description that guarantees more site clicks?


Before you begin, you have to ask yourself two questions:

  1. What is it that only you can offer?
  2. What’s in it for your customer?

Once you’ve figured that out, here are the next steps to writing an enticing meta description.

  1. Keep your meta description under 160 characters. Sure, you might have a lot to say about your service or product and why customers should click on the link. But, you shouldn’t ramble on because Google will cut off the excess of 160 characters. Try to be as straightforward as possible.
  2. Focus on your value proposition. As stated above, be as persuasive as you can be. Try to convince customers with what you can offer alone and how they can benefit from your service or product.
  3. While other factors of SEO consider the search engines first, a meta description should be written for the user in mind. Create meta descriptions that are welcoming and inviting rather than those overstuffed with keywords and read awkward. These 160 characters are the make-or-break factor and will ultimately be the reason for a customer to click on the link.
  4. Drop names, especially the popular ones, that are closely associated with your product or service. If your company is associated with a renowned brand, then boast about it on your meta description. Customers are more likely to click on a link if they recognize a brand mentioned in the meta description.


Apart from the people who actually work in your sales and marketing team, your site’s meta descriptions serve as your best salesmen. It calls out to searchers saying: “We have all the answers and we are exactly what you’ve been searching for.”


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