Search engines have become more complex, creating new algorithms and formulas regularly in order to try and improve the relevance and accuracy of search engine results. An unfortunate side effect to this is that many website marketing pros have begun to neglect the Meta Description, assuming it’s no longer crucial. Although the basic definition of a Meta Description is simply a summary of what the page is about, this simplistic explanation leaves out a lot of information.
Successful website marketing works when you’re ranking high in the search engines and you have plenty of click-through to your site. Lose one or the other, and your website marketing efforts will hit a wall. A great Meta Description is one of the few website marketing tools that truly targets both search engines and the human reader. No matter how high you rank based on your Meta Description, if readers look at it and think it’s boring, confusing, or simply doesn’t tell them what they want to know, you’re toast. On the other hand, if you have a compelling description that will encourage people to click through to your site, but it doesn’t have relevant keywords, searchers may never find it.
Meta Descriptions Are A Website Marketing Balancing Act
Don’t spend hours, weeks, or even months on creating a new web page, and then slap a boring or poorly conceived Meta Description on it. Great website marketing is still successful in the search engines. Your Meta Description is crucial in two ways: It summarizes your content in concise, easy language. It is also a subtle form of advertising, encouraging the reader to go to your site. Keep the word “subtle” in mind when writing your Meta Descriptions. This isn’t the place to scream, “Buy the world’s most awesome gadget!” That comes on your purchase page, not here. Sometimes website marketing is most successful when it is understated but strong. Solid information is what people are looking for in Meta Descriptions, not a sales pitch.
Your website marketing Meta Description must also capture search results, so relevant keywords are important. Refine your list of keywords or keyword phrases, selecting two or three that will push your Meta Description to the top of search engines while still conveying strong, relevant information for readers. How do you do all that in a short amount of space? Careful crafting keeping certain guidelines in mind:
Your website marketing can be incredibly effective if you use well-crafted Meta Descriptions. And remember, website marketing isn’t just about your home page. Take the time to develop relevant Meta Descriptions for every one of your pages.