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How to Write Killer Meta Descriptions to Increase Click Through Rates

How to Write Killer Meta Descriptions to Increase Click Through Rates

Search engine optimization can be complicated sometimes. Frankly speaking, one minute you ought to think that you have nailed it and the very next moment everything changes. You want to know what the real problem is. Google on average changes its algorithm 500 – 600 per year.

So, the only thing that remains constant in SEO is the change. This ought to create a never-ending chase for the desired number one ranking. Because of some elements and other factors, you can now easily focus on doing the optimization pretty well in the long run. One of the elements that you need to know is the “Meta Description“.

Some of you might still be wondering as to why opt for Meta description. The reason is simple; the Meta description has always played an important part in search engine page results that are not likely to change.

So, before we emphasize on the important aspects of your SEO needs, keep reading till the end to learn on how to write a compelling Meta description that helps you in increasing the CTR and boost your ranking on the search engines. But before we start the step by step guide on how to write a Meta description, let’s just first talk a little bit more about how truly compelling and powerful these Meta descriptions ought to be.

The Compelling Power Of A Meta Description

To be honest, the Meta description plays a vital function on the search engines. They provide a brief description of your webpage content in association with the rest of the metadata in the HTML code of your site. On the other hand, when you do not set one up on your own, most of the content sharing systems will by default generate it for you.

The Meta description is considered to be one of the elements that are entailed to highlight with your webpage SEO; this is why it is imperative to understand as to why it ought to make a difference.

Therefore, you need to emphasize on writing compelling Meta description, for the users to click on your business web-page. And trust me, once you have written an appealing description, the users’ wont simply stop to click on the links.

Follow the below-given guidelines and start to create Meta descriptions that ought to help you in boosted ranking and increases the CTR in the long run.

Step 1: Do Not Put Much Focus On The Character Count

Most of the people weren’t aware of the fact that Google has updated the limitation on the character recently. One after another article has been publishing in order to analyze and break down what these changes denote for businesses and SEO.

When you simply focus on the character count, this completely negates the whole purpose of the SEO. Do not compromise on the quality of the content by limiting yourself to the word count; you might start to see some positive results.

However, some of the Meta descriptions that were written above the limit of the word count had increased CTR from their competitors who had shorter descriptions. The results were not minor; there was an improvement of 36% in the overall CTR.

So, it is suggested that if you ought to focus on the word count of the Meta description, you need to keep the limit between 150 – 160 words at max, which is where most of the high-performing posts fall.


The stats shown above have proved that Meta description that exceeds the limit of 170, the graph particularly stops, on the other hand, shorter description, like 100 character or less are a very few.

The conclusion of it is simple, you should not be focusing on the word count, and all you need to do is create a perfect Meta description.

Step 2: Keep It Interesting And Unique

Writing a boring description and still wondering why hasn’t the clicks moved up in the ranking? Trying to find how to innovate and find ways that make the people click? Well, “not creating a boring description” should be on top of your priority list. This is one practice that you can implement which ought to help you in being more persuasive, and eventually, you’d get more clicks.


Use active voice, do not be boring, and you will be able to provide a significant push for the readers. Choose to use a tone as if you are talking to your audience and just do not ramble on about yourself. In this way, you will be able to find yourself in the sweet spot when the time comes to write classy Meta descriptions.

Your end goal should be to signal value and further your interests, and it should be nothing that relates to you, the business branding, or what you choose to sell. Be unique and try to engage as much as audience as you can.

Step 3: Effectively Place The Keywords

Let’s suppose that you have invested a lot of time in generating keywords for your digital medium campaign and you post them in the landing pages, blog posts, and even in the product pages. So, why aren’t you considering in putting them in the Meta description as well?

C’mon guys, there is nothing that signals more to Google than the Metadata of what your page is all about. When you choose not to include keywords in the Meta Description, you can rest assured that you are making a huge mistake.


Did you know that the keywords are used naturally and in that way they educate the reader about the content of the page?

So, choose to use the keywords to highlight Google as to what your post is really about.

Step 4: Use More Than Just Your Copy

This is particularly for the metadata newbies; Google now allows you to implement structured data that lets you modify the description on the result pages of the search engines. So, while you thought that the Title, URL, and the descriptions ought, to begin with, the default listing of Google. Well, this could not be any further from the truth now.

What has changed? The data structure. Nowadays, most of the highly ranked pages get to take advantages of this one of a kind function. The only catch to this function is that before using this method, utilize this approach before you even get to the front page.


In the end, all you need to remember is that the Meta descriptions are here to stay for a long time and the sooner you learn to write high-quality description, the sooner you will be able to start boosting the CTR and ranking that ought to affect the overall SEO effort.


My Dad was a Creative Director all his life. I spent my youth working in the agency, and the apple didn’t fall far from the tree. All those experiences made me into a thinker, dreamer and doer that specializes in integrated branding, marketing, digital and public relations services. I feel my key value to clients is the ability to turn creative concepts into analytically driven marketing plans and tools with greater stopping power & relevance, leading to greater results.

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