How do you write meta descriptions that convert?

1 Use your target keywords

One of the main purposes of meta descriptions is to help search engines understand what your page is about and match it to relevant queries. Therefore, you should include your target keywords in your meta descriptions, preferably near the beginning. This will also help users see that your page is relevant to their search intent and increase the chances of them clicking on your link. However, don't overstuff your meta descriptions with keywords or use them unnaturally. Aim for a natural and readable flow that conveys your message clearly.

2 Write for your audience

Another important factor to consider when writing meta descriptions is your audience. Who are they, what are they looking for, and what are their pain points or desires? You should write your meta descriptions with your audience in mind, using language and tone that resonate with them and address their needs or wants. You should also highlight the benefits or value proposition of your page, and how it can help your audience solve their problems or achieve their goals. For example, instead of saying "Learn how to write meta descriptions" you could say "Discover how to write meta descriptions that attract more clicks and conversions".

3 Include a call to action

A call to action (CTA) is a phrase that encourages your audience to take a specific action, such as "click here", "learn more", "sign up", or "buy now". Including a CTA in your meta descriptions can help you increase your click-through rate (CTR) and conversions, as it creates a sense of urgency and direction for your audience. A CTA also helps you differentiate your page from other results and stand out from the crowd. However, make sure your CTA is relevant and aligned with your page content and your audience's expectations. Don't use misleading or deceptive CTAs that promise something you can't deliver or that don't match your page content.

4 Keep it concise and compelling

Meta descriptions have a limited space to convey your message and persuade your audience to click on your link. The optimal length of meta descriptions varies depending on the search engine and the device, but generally, you should aim for around 150-160 characters. This means you have to be concise and compelling, and avoid unnecessary or redundant words or information. You should also use active and powerful words that capture your audience's attention and emotion, and avoid passive or weak words that dilute your impact. For example, instead of saying "This page has some tips on how to write meta descriptions" you could say "Boost your SEO and conversions with these proven tips on how to write meta descriptions".