Tips from Experienced SEO Copywriters in Toronto
Once upon a time, someone somewhere assumed that meta descriptions have a direct impact on search rankings. They rallied their marketing departments and copywriters and insisted that as many keywords (relevant or otherwise) be crammed in the three lines. The department did as they were told and… nothing happened. No ranking improvement, no jump in website traffic, and no new leads were generated.
The reason is simple: meta descriptions don’t impact search rankings. At least not directly.
Meta descriptions play a big part in helping searchers decide where they will click, though, and click-through rates were Google’s top ranking factor in 2015.
For that reason, writing quality meta descriptions still counts. Use the following guidelines or work with a leading SEO copywriting agency in Mississauga when writing descriptions for your pages:
- State the Value: You likely use Google at least once a day. What makes you select one link over another? The meta description likely plays a big role. Convincing meta descriptions are direct and show you the way to the information you are looking for.
- Be Descriptive: This is not the place for introductions. Cut to the chase and describe the quality content that is on your page. Give readers a clear idea of where that ‘click’ will take them.
- Be Active: Learn, show, grab, get, find, see, understand and invite searchers to click by using action words that demand attention and address the reader.