How would you describe Toronto? You might start by talking about its booming business sector, its skyline full of skyscrapers, or its rich history.
Next, how would you describe your website? If you want to stand out in search results, you’ll need to write a compelling and captivating meta description that summarizes your website’s content and services.
These descriptions appear beneath the title tag and URL of your website on the search engine results page. They take up a significant portion of the page, and because you only have so many characters—you have to make them count.
You’re looking to set your business apart from your competitors in Toronto. What can you do to make your website more unique in a place so diverse and lively?
Meta descriptions are one part SEO and one part marketing. Put those two together, and you can write a couple of sentences that increase your click-through rate and search engine rankings.
Are you searching for tips on how to write effective meta descriptions for your Toronto business? Look no further; we’re going to dive into that, and more, in this article:
How Do Meta Descriptions Affect SEO?
Google looks at an assortment of signals to determine the context, relevance, and authority of your website. Meta descriptions are just another one of those signals.
Like most things in the world of SEO, it’s a source of contention whether meta descriptions are a ranking factor. Regardless, one thing is certain: meta descriptions have a significant impact on your website’s CTR (click-through rate). This term describes the number of users that click through to your site after seeing it in search results. A persuasive meta description is often the nudge they need to click on your site over a competitor’s.
How To Write Effective Meta Descriptions
Some meta descriptions grab your attention and entice you to click on a website, while others make you want to keep scrolling. Here’s how to write meta descriptions that will increase your click-through rate:
Stay Within The Character Limit
If your meta description is too long, it will get cut off with an ellipsis. Or, Google might decide to generate their own, and your time and effort will have been for nothing.
To increase your chances of having a meta description that gets used, keep it above 50 characters and below 160. This is the sweet spot that Google prefers.
Include Your Keyword
When you’re writing meta descriptions, consider which search terms you want to rank for. For example, if an IT company in Toronto is writing a blog about virus protection, that keyword might be, “IT support Toronto”.
When people search the keyword that you’re targeting, Google may even bold the text in your meta description. This makes it even more effective at grabbing attention.
We caution against overusing your keyword. Don’t try to stuff too many keywords into one description; stick to just one. Stuffing won’t make anyone more inclined to click on your website, since it will read like spam to users. Just one will do the trick.
If your exact keyword sounds a bit awkward in the meta description, you can use synonyms or reword it slightly.
Sell Your Content
By this, we don’t mean that you should literally put it up for sale. But remember that your meta description is an opportunity to grab the attention of readers. On a search results page, you’re up against a list of competitors who offer similar services.
If you’re writing about plumbing maintenance tips for Toronto homeowners, include a line about how regular service can save you money. Here’s an example, with the targeted keyword in bold:
“Looking to keep your plumbing system in top shape this holiday season? Schedule routine maintenance! Our plumbers in Toronto can help.”
Make your website stand out with a meta description that’s enticing, interesting, and offers value to your readers.
Include A Call To Action
Your CTA will vary depending on the intent of your content. Are you aiming to:
- Inform your readers?
- Persuade them to contact you?
- Or convince them to purchase a product or service you offer?
Identify the action you want readers to take and write a meta description that persuades them to do so. Whether you urge them to call you, read your content, or check out your products, keep your CTA short and catchy.
Write Meta Descriptions For Each Webpage
Once you write the perfect meta description, you might be tempted to copy and paste it across all your website pages. However, this won’t be as beneficial as you might think.
In general, Google looks down on duplicate content. This practice can end up hurting your website instead of helping it.
But if you have dozens or hundreds of pages on your website already, writing unique meta descriptions for each might seem like a daunting task. Duplicate meta descriptions won’t work, either; each one needs to be unique.
One more thing to consider is your page’s title tag. The title tag and meta description go hand in hand. For help optimizing your title tag read this post!
If you require help optimizing your web pages, we can help. At First Rank, we offer Toronto SEO services for businesses like yours. Forget everything you just learned about meta descriptions and leave it to us. Call today to discuss an SEO strategy for your website.
Jacob Kettner is the owner and CEO of First Rank Inc., a digital marketing agency based in Winnipeg, Manitoba. He currently sits on Manitoba Chamber of Commerce Small Business Advisor Council which assists people grow their small businesses in Manitoba.
