Writing great meta descriptions is not that easy. But worry not - we have the full checklist with every single detail explained with examples.
Here are the points we will cover in this guide...
Table of Contents
- What is a Meta description?
- How does meta description affect your site?
- What does it look like?
- How to write a great meta description
- Include Keywords
- Copywriting & Title Casing
- Unique Content for different pages
- Invest Time & Effort
- Examples of Great meta descriptions
First things first. Let me explain what is meta description...
What is Meta description?
Meta description is a piece of text that describes your website. It is used by search engines to determine how important your website is.
How does meta description affect your site?
Here are two points you should always keep in mind:
- Extremely important for click through rates.
- Do not impact your search engine rankings at all.
This is one of the reasons why you should optimize the content of your meta description for better user experience. Rather than stuffing keywords.
What does it look like?
Here is an example of meta description. And how it appears on the Google search engine.
Note that it will look very similar on other search engines as well... like:
How to write a great meta description
1. Include Keywords
The reason why you should include relevant keywords is NOT because you want to improve your search ranking.
But rather the main reason is that you want the users to click on your website when they see you in the results. And when a keyword is found on certain websites - Google search makes them stand out by highlighting the keyword in bold. Which gives the users a direction for where to go.
2. Copywriting & Title Casing
You don't want to write bland meta descriptions. You want to write something that is clear and easy to understand. And every single word should stand out and have a meaning of it's own.
But do not overdo this as well. You want to Capitalize any words that will kind of serve you as a keyword. So for example if your website is selling blue shoes.
Then you don't want to write:
❌ Buy blue shoes at a cheaper rate.
That sounds very simple and doesn't entice the users to click on your website.
A better example would be something like:
✅ Get 10% Discount on all Blue Shoes.
You want to write words that are powerful and will grab users attention. So do not miss out on opportunity to mention anything you're offering.
- If you offer Free shipping. Mention it.
- If you offer 10% Discount. Mention it.
- If you offer Easy returns. Mention it.
- If you offer a Free gift. Mention it.
- If you offer a Guarantee. Mention it.
3. Unique Content for different pages
For every product that has different specifications. You want to make sure the meta descriptions are optimized perfectly for that specific product.
This way you will target the right users with the right product. And not sound generic with all your meta descriptions.
You also want to make sure to NOT ignore your Homepage & Catalog pages. Even your Category page needs high level attention to detail.
Your Category page should also follow the guidelines above. And mention everything that you offer in that certain category.
This way if you target every single page independently. You will Get High Click Through Rates. That's it. It's simple as that.
4. Invest Time & Effort
You don't want to ignore your meta descriptions because you think they don't drive as much traffic. And don't improve the SEO ranking at all.
But you should think of it from a ROI perspective.
You will only spend around 1-2 days max. to write great meta descriptions for all your products and catalog pages.
And you will easily get upto 8% Higher click through rates. That's an incredible ROI if you ask me.
5. Examples of Great meta descriptions
Our search keyword here is "Buy blue jeans"
Blue Mens Jeans - Buy Blue Mens Jeans at India's Best Online Shopping Store. Check Price in India and Shop Online. ✓ Free Shipping ✓ Cash on Delivery
Notice how they mentioned "Free Shipping" and "Cash on Delivery"
These are huge keywords that will help you get more attention.
U.S. Polo Assn. Light Blue Slim Fit Heavily Washed Jeans - Flexi Collection. 4.0. (1). ₹1,798. ₹2,999. (40% OFF). 50% off.
Notice how they put the price tags in there. That is a slightly debatable point. But more likely than not. It works in favour of them if the price is cheaper than what the user expects.
They also put up a discount tag. "50% off". That's a big deal. A must if you have a discount campaign running - you want to mention it.
You don't want to miss out on this massive opportunity. It's a great return on your time investment.
Make sure you keep a copy of the above checklist. Or pass it to your colleagues who are helping you with this. This is all you need to know about writing great meta descriptions for your Ecommerce store.
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