As an ecommerce entrepreneur doing search engine optimisation, you might have already optimized varied features of your on-line retailer, like your product descriptions or photos. Nevertheless, your work is incomplete till you nail the meta description of your net pages.
Meta descriptions are essential for on-page search engine optimisation, so it’s necessary to optimize them for each readers and engines like google. Beneath, we clarify how meta descriptions work, and supply a information to writing meta descriptions that’ll assist your on-line retailer succeed.
On the finish of this put up, you’ll be outfitted with all of the search engine optimisation information that you must create your personal compelling meta descriptions.
Let’s get began.
What’s a Meta Description?
A meta description is a snippet of textual content that summarizes a web page’s content material in as much as 160 characters. You’ll doubtless have seen meta descriptions earlier than while you’ve used a search engine like Google.
Everytime you enter a search question into Google, you’ll be offered with a SERP (Search Engine Outcomes Web page). On this SERP you’ll discover varied outcomes which can be associated to your search question. Beneath, we’ve positioned a picture which exhibits an excerpt from a SERP for ‘Oberlo’.
Right here, you’ll discover that there are two important options to notice. First is the blue textual content that you just see within the picture above, which is named the ‘Title Tag’. The perform of the Title Tag is to point out the title of the web page. Beneath this you’ll discover the meta description, which has a easy perform — to attract guests from the various search engines to click on in your hyperlink.
How Lengthy Ought to a Meta Description Be?
The perfect meta description size is 155-160 characters. Though there’s no penalty for going above 160 characters, engines like google sometimes restrict snippets to the talked about character vary. You need to use a instrument like www.charactercountonline.com to maintain a rely of your meta description characters.
Don’t await another person to do it. Rent your self and begin calling the photographs.
As a retailer proprietor, you’ll wish to do the whole lot in your energy to get your merchandise into the view of potential prospects. Meta descriptions enable you to to lift your clickthrough price from three important sources — search engine outcomes, social media shares, and social bookmarks. In all three of those sources, a meta description can present extra details about the web page, and enable you to to safe the eye of a reader.
Though engines like google have confirmed that they don’t use meta descriptions within the rating algorithm immediately, Google does use a web page’s CTR (Click on Via Charge) to evaluate how properly your webpage suits the search question. As meta descriptions actually enable you to to extend the CTR of your net web page, they’re a good way to extend your Google rating.
When you’ve gotten a better rating on Google, you’ll be getting extra guests. Extra guests to your retailer means extra potential prospects, which implies you’ve additionally obtained a better probability of creating gross sales. In spite of everything, there are over one billion month-to-month lively customers on Google!
Now that we’ve coated the perform of a meta description, it’s time that we defined methods to write a meta description that’ll enhance the visitors that your on-line retailer receives.
It’s necessary to notice that there are some variations between meta descriptions for a house web page, and for product pages. We’ve created a easy information to creating meta descriptions for each house pages and product pages beneath:
Making a Homepage Meta Description
While you’re writing a meta description in your homepage, you’ll have to convey the general message of what you are promoting in simply 160 characters. That is definitely a tough job, even in case you are an skilled author.
As a common rule, it’s all the time a good suggestion to take care of easy meta descriptions, while arising with a compelling motive to click on on the web page. When your potential prospects are utilizing Google, they gained’t even realise why they’ve decided — they’ll merely see your compelling meta description copy after which click on on the hyperlink.
Right here’s a fantastic instance for a homepage meta description:
Gymshark has created a meta description which sums up their model’s imaginative and prescient in simply 15 phrases. It’s brief, snappy, and related to their viewers.
If, like Gymshark, you may summarize your model in lower than 160 characters, you may as well use a CTA (Name To Motion). Gymshark makes use of ‘Store Gymshark now’ as a direct command to the viewers, which can entice visitors to their retailer.
Plus, the model makes use of aspirational language like ‘be a visionary’ to speak immediately with potential prospects.
Making a Product Web page Meta Description
Optimizing product web page meta description is barely totally different from creating a house web page meta description.
As a substitute of conveying your model’s imaginative and prescient in simply 160 characters, you’ll have to alert potential prospects about the advantages that they’ll obtain in the event that they click on in your product web page.
It’s a fantastic concept to incorporate the distinctive promoting factors of your product within the meta description, as that is probably to attract in potential prospects.
Right here’s a fantastic instance of a product web page meta description beneath:
Right here you may see a fantastic meta description for Myprotein’s protein bar product web page. Instantly you’ll see the product, and the key phrase, has been talked about — that is nice for search engine optimisation functions. Straight after this you’ll discover the profit that you just’ll get in case you select these protein bars. They’re described as a ‘handy dietary snack’ which is strictly what someone trying to find protein bars is on the lookout for.
You’ll additionally discover on the finish of their meta description they’ve written ‘an unequalled vary of bars, cookies and …’, because the listing is incomplete, potential prospects are prone to go to the web page to search out out the lacking info.
Whether or not you’re writing a meta description in your retailer’s house web page, or a best-selling product web page, you’ll have the ability to use these examples as inspiration.
When you’re operating your retailer with Shopify, you may regulate your meta descriptions out of your Shopify settings. You may entry this out of your Gross sales Channel, clicking on Pages, after which utilizing ‘Edit Web site search engine optimisation’.
Necessary word: When you haven’t but created meta descriptions in your net pages, don’t fear — Google robotically creates one for every web page.
Meta descriptions which were curated by Google’s algorithm will merely show textual content that’s already in your web page. While utilizing these robotically generated meta descriptions is enough, it’s your job as an ecommerce entrepreneur to make it possible for your retailer stands out from the group. Create your personal meta descriptions and also you’ll have the ability to improve your CTR and additional optimize that web page for a particular key phrase.
Meta Description Preview Instruments
A meta description preview instrument allows you to view what your hyperlink will appear to be on a SERP earlier than you publish the web page. When you’re trying to bolster your webpage’s search engine optimisation, these instruments are important. Listed below are a number of free meta description preview instruments which you need to use to good your web site meta description.
Portent has created a easy meta description preview instrument which you’ll be able to simply use to follow and ideal your web page’s meta descriptions. While you use this instrument, you’ll have to enter the title tag, meta description, URL, and any key phrases that you just’re trying to optimize. When you’ve offered this info, you’ll be given a view of how the web page seems to be on a SERP.
ToTheWeb’s meta description preview instrument has two capabilities, each of that are improbable for an ecommerce entrepreneur. The primary perform means that you can enter your web page’s URL and also you’ll then be supplied with an outlook of how the web page seems on a SERP. The second perform of the instrument is a meta description editor — you need to use this to edit and optimize your web page’s meta description. When you’ve landed on a killer meta description, you may replace your web page and reap the advantages.
While you’re optimizing an onlines retailer for engines like google, it’s important that you just take note of cell audiences. It’s estimated that round 69% of all web customers use cell for product analysis, and that determine is just going to go up sooner or later.
It’s a fantastic concept to reveal this in thoughts while you’re creating meta descriptions in your pages. We suggest that you just use Yoast when creating your meta descriptions — they’ve included buttons on their instrument which let you change between cell and desktop meta descriptions.
While you’re creating meta descriptions for a cell viewers attempt to make sure that your title tags are saved inside 40-60 characters, and that your meta descriptions are lower than 90 characters lengthy. The explanation for that is that there are fewer characters displayed on a cell SERP, because the display screen sizes are additionally smaller.
6 Ideas for Optimizing Your Meta Description and CTR
Now you’re prepared to start out creating your personal meta descriptions — congratulations!
It doesn’t matter in case you’re already a talented search engine optimisation author, or if it’s your first time optimizing an internet web page, you’ll be taught the very best writing methods as you’re creating your personal meta descriptions. Simply earlier than you dive into meta descriptions your self, we’ve created an inventory of 6 suggestions that’ll enable you to to optimize your meta descriptions, and improve the CTR in your retailer:
1. Reply the Person’s Query
Folks use engines like google like Google to search out solutions. It doesn’t matter if the query that they’re asking is ‘is Berlin sizzling in Summer time?”, or “methods to develop into wealthy with dropshipping?” — in case you can reply the person’s query in your meta descriptions, you’ll have the ability to entice intrigued readers to click on in your content material.
2. Guarantee Your Meta Descriptions Are Related
While you’re writing a meta description, it’s crucial that the copy is related to not solely the Title Tag, however that it’s additionally related to the search time period that person is inquisitive about. When you’re promoting sun shades and your meta description consists of details about purses, your viewers might be confused and unlikely to click on in your web page.
3. Drive House Your Message
60 characters actually isn’t loads to work with while you’re writing a meta description. When you’ve selected the messaging that you just wish to use, attempt to embody it as a lot as you may within the character restrict. Each phrase must be there for a motive, and that motive must be to enhance your CTR.
4. Create Engaging Meta Tag Copy
Research present that 8 out of 10 customers will click on in your web page when you have a compelling copy. Benefit from this info and create the very best web page titles which you could — it’ll actually assist your retailer to generate and safe visitors.
5. Take Benefit of CTAs
It’s a fantastic concept to incorporate a CTA (Name To Motion) in your meta description. A CTA like ‘purchase now’ is a direct command which will encourage your customers to take motion and buy a product out of your retailer.
6. Use the Lively Voice
It’s all the time greatest to make use of the lively voice while you’re writing your meta descriptions. As a substitute of utilizing language like, “All the very best kinds are discovered right here”, use “Discover all the very best kinds”. This presents a command to potential prospects, as an alternative of a suggestion.
Now you’re prepared to jot down nice meta descriptions in your on-line retailer! You’ll have the ability to use the information and tips talked about on this article to start out producing much more natural visitors to your ecommerce retailer right now.
In abstract, listed below are all of the steps to writing good meta descriptions:
- Reply questions via your description
- Guarantee your he meta description copy is related to look intent
- Make full use of meta description size
- Use engaging copy in your meta description tag
- Benefit from call-to-actions
- Write in an lively voice
When you have any extra questions on meta descriptions, or ecommerce companies usually, tell us within the feedback part beneath — we’re completely happy that can assist you in your entrepreneurial journey.