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Meta Descriptions 101: How to Write Effective SEO Descriptions

Image of keyboard with a button that says meta description.

How to Write Kick-Ass Meta Descriptions That Really Convert

In the digital age, a well-crafted meta description can be the deciding factor between a click and a miss. At Pagehelp SEO Services, we understand the art and science behind meta descriptions that not only capture attention but also convert visitors into customers. Here’s our expert guide on how to create meta descriptions that are truly effective.

Understand the Role of a Meta Description

Before you can write a great meta description, you need to understand its purpose. A meta description should offer a concise summary of a webpage’s content and entice readers to click through from the search results page on Google, Bing or whichever search engine the potential customer happens to be using. While it doesn’t directly influence rankings, a compelling meta description can significantly improve click-through rates, which are crucial for SEO.

Keep It Concise and Compelling

The optimal length for a meta description is between 150-160 characters. Going over this limit may result in your description being cut off in search results, potentially losing key information that could have enticed a click. Focus on clarity and relevance, ensuring the reader can quickly understand the value of visiting the page, but keep it within the right length.

Use Active Voice and Action-Oriented Language

Using an active voice and verbs that provoke action or emotion can make your meta description lively and appealing. Phrases like “Discover how,” “Learn more,” or “Get started today” invite engagement and signal immediate benefits to potential visitors.

Highlight Unique Selling Points

Why should someone visit your page over another? Identify and highlight the unique selling points of your content or offer within the meta description. Whether it’s a free trial, a unique insight, or an unbeatable price, make it clear what makes your page stand out. Just like in all advertising, make “What’s in it for me?” very clear to the potential visitor.

Include a Call-to-Action

A strong call-to-action (CTA) can transform a standard meta description into a conversion machine. Encourage readers to take a specific action such as “Buy now,” “Learn more,” or “Sign up free.” A clear CTA can increase the chances of turning searchers into visitors and visitors into leads.

Use Targeted Keywords Smartly

While the meta description itself may not be a ranking factor, using the target keyword effectively can help reassure users that the content is relevant to their search. Place your target keyword naturally within the first 100 characters of the description.

Test and Refine

As with any element of SEO, testing and refining are key. Use tools like Google Search Console to track the performance of your meta descriptions by monitoring the page’s click-through rate. Experiment with different formulations to see what works best in terms of click-through and conversion rates.


Before: “Pagehelp SEO Services offers digital marketing services. Visit our website to learn more.”

After: “Boost your online presence with Pagehelp SEO Services! Discover expert strategies and real results. Get started today with a free consultation!”

Need Some Help?

Writing a kick-ass meta description requires a blend of creativity, precision, and strategic thinking. At Pagehelp SEO Services, we specialize in creating meta descriptions that not only draw in clicks but also convert them into measurable success. Let us help you craft meta descriptions that work as hard as you do. Visit our website to find out more about our affordable Search Engine Optimization SEO services for small business.

Deborah is a journalist, writer, website designer and Search Engine Optimization (SEO) specialist living in Mount Pearl, Newfoundland and Labrador.

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