The Best Way to Write a Meta Description Tag
Think of your meta description tag as Google Adwords ad text. The purpose of this description is to entice searchers to click the link. But you can also use it to gain leads and sales directly by adding a phone number for example. As with Adwords ad text, you have a limited amount of space. Use keywords to help make the connection between the most likely used search phrases and your link, as these will be bolded if they match the search query. But most of all, use the description to entice searches into clicking your link.
Keeping bounce rates down
To keep your landing page bounce rate as low as possible make sure your meta description accurately describes your landing page content. The content on your landing page should follow on from your meta description nicely. You need a strong headline that connects with the searches keywords and ultimately should aim to answer their search query.
How to start writing your meta description
You should already have a good idea what keywords people will be searching for when your page comes up — your page should be based on keywords you have researched in order to keep your landing page content in line with your customers’ (and potential customers’) language. Speaking your customers’ language is important if you want to connect with them.
When you search your desired keywords in Google, look at the Google Adwords ads that appear. Get some ideas from these ads for your meta description. If there aren’t any ads displaying, search something else to get some good ideas for ad text that works. If you’re experienced at writing ad text for PPC ads you already know what to do — write your description based on ad text that achieves the highest conversion rates.
The best way to write a meta description tag
Before starting your SEO campaign, run a PPC campaign for the same keywords. Research the keywords and track your conversion rates. Determine the keywords that achieve the highest ROI and base your SEO landing pages on these keywords. Now, split test ad text variations until you find the ad text that achieves the highest click through rate or ROI. Use this description in your meta description tag.
Think of your title element and meta description tag as a Google Adwords ad.