Writing Action-Inspiring
Meta Titles (And Descriptions)
That Actually Get Clicked
Google changes, search engine optimizers (SEOs) adapt.
This is how it always was and always will be.
One of Google’s more recent and more impactful changes involves increasing the width of the lefthand column of organic search results from 512 pixels to 600 pixels (a 17% increase in real estate).
Credit: moz.com
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This SERPs redesign sent SEOs rushing to update the character lengths on their suddenly outdated meta
titles and descriptions. Yet, some people were quick to point out that not all of the pixel space was
actually available as new character-length real estate.
As Google continues to adapt to the range of devices searchers use to search, it will continue to test display
features. So, rather than worrying about the length of space available, it’s better to spend your writing time
considering the value of the message and what motivates users to click.
What’s Really At Stake When Writing Meta Titles And Descriptions
It’s been tested again and again that positive click-through rates, along with favorable time on site and
conversion rates, result in higher organic rankings. The click-through rate – and how quickly a user jumps back
to the SERPs after visiting a page – is one way Google gauges a user’s satisfaction with search results.
Whether you’re writing a meta title or description, some features are common to both, although they are each
handled a bit differently. Successful meta titles and descriptions:
 Include relevant search terms
 Accurately summarize the page’s content
 Give searchers an opportunity to gain or a tangible reason to click
 Promote unique selling propositions
 Contain a call-to-action
If your meta titles and descriptions address each of these areas and do it well, you stand to gain the most from
your organic search efforts. After all, click-through rate optimization (encouraging more searchers to click) is
not just for pay-per-click campaigns. It’s crucial for organic growth.
So, how do you write meta titles and descriptions designed to steadily grow organic traffic?
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Writing Enticing Meta Titles
Meta titles (or title tags) are the most important element of onpage SEO optimization. As ranking factors studies from Moz and
Searchmetrics show, on-page keywords are among the top three
most important factors, and including a primary keyword in a title
tag is where on-page keyword strategy starts.
Meta titles (or title
tags) are the most
important element
of on-page SEO
optimization.
Beyond keywords, meta titles indicate whether the search result is what a user is looking for. They are the first
indicator of the relevancy of a result, which is why meta titles can be the difference between drawing clicks
and getting passed over for another result.
Below is a tested formula for writing action-inspiring meta titles:
1.
Be aware of how character length impacts the visibility of a title. For example, with the new pixel width increase, titles could include as many as 71 characters. However, Moz suggests sticking with 57 characters if you want to be 91% sure Google won’t arbitrarily cut off your tag. So, be selective with your content.
2.
Include the main keyword as close as possible to the beginning of the title and add secondary keywords.
3.
When possible, kick off with a verb and create urgency.
4.
Append a brand name for the benefit of awareness (under 57 characters so people see it) or ranking purposes (beyond 71 characters if the entire site is new and the aim is to reinforce the brand behind the content).
5.
Accurately convey the content and unique benefit behind a click.
Keep in mind: Every page on a site should have a unique title tag because it helps Google
understand how each page is distinct from the other.
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Writing Engaging Meta Descriptions
While Google weighs meta titles as a ranking factor, meta descriptions carry no weight. They do, however,
offer more space to be descriptive about the page details and ultimately sway users. You may want to use a
call-to-action. At the very least you must write to encourage a response.
Like meta titles, descriptions play a factor in the page’s click-through rate. And, because higher click-through
rates mean more traffic and higher page rank, you want to use the space available to entice and convert.
Here’s a tested formula for writing action-inspiring meta descriptions:
1.
Character length impacts the visibility of a meta description, though pixel width does not seem to play a factor in truncation. Still, cut-off occurs between 155 and 160 characters. So, include only the most pressing, persuasive, value-driven details of what users will find behind the result.
2.
Use keywords to reinforce relevancy with the user. The keywords you use should relate to the user’s query. Try using a relevant long-tail variation of the keyword included in the meta title.
3.
Differentiate. Remember that your meta description is sitting alongside up to 10 other meta descriptions. What is the benefit of clicking yours over the others? How will the content on your page help users solve a problem, get smarter or be better?
4.
Appeal to user expectations and create urgency with the active voice. Where transactional pages build toward a call-to-action, informational pages inspire curiosity.
Keep in mind: Depending on the user query, Google may choose to truncate your written
meta description and replace it with text from elsewhere on the page in order to appeal more
directly to a user.
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Going Beyond A Set Of Best Practices: Connotation And Motivation
Whether you’re writing a meta title or description, every word counts. In many cases, it’s the first impression a
user may have of a business.
Because of this, marketers need to understand the principles of connotation and motivation to move users
to action:
• Connotation:
There is often a big difference between connotation and denotation. Do the words you’ve chosen to
include in your meta title and description imply the most accurate and impactful meaning possible? Do
any of those words have a negative connotation? Might the word “demo,” for example, imply the user is
going to be “sold” something instead of being shown the solution to a problem?
• Motivation:
A huge aspect of conversion is finding out what makes the user tick and pulling on that motivation. The
more intensely connected to language a user feels, the more intense the response is.
One way to gauge the success of your meta titles and descriptions is to look at the click-through
rate of each page. A good target rate is between 9% and 19%.
Credit: searchmetrics.com
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If your click-through rate falls below 9%, it’s time to tweak the meta title and description using search
queries driving clicks in Google Search Console and the formulas above for writing action-inspiring
meta titles and descriptions.
Create, Release Into The Wild And Use Data To Revise
The best thing about writing online is the ability to release something to an audience and use data to revise
based on the audience’s reaction.
Rewriting meta titles and descriptions of pages with a less-than-favorable click-through rate using search
queries from Search Console can quickly lead to an increase in organic clicks and visits.
The key is to use the query data as direction for revising what was previously written in a way that entices
users to click on the search result, all while being true to the content of the page and the benefit of a visit.
While click-through rate optimization has always been part of pay-per-click, SEOs are applying the same
method to organic search with great results.
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Learn more about how click-through rate optimization
(and snappier meta titles and descriptions) can grow your
organic traffic. Schedule a marketing assessment to prioritize
areas for improvement.
SCHEDULE YOUR FREE ASSESSMENT
About Square 2 Marketing
Square 2 Marketing is a full-service inbound marketing agency designed to do one thing: get our clients results.
We offer marketing strategy along with inbound marketing techniques including website design, SEO, social
media marketing, content marketing, email marketing and other digital marketing tactics. These tactics help our
clients get found, get leads and close deals. We take a scientific approach to help clients exceed their marketing
and revenue goals. With an international client base, we help clients in all industries, but offer specialized
expertise in technology, software, professional services, manufacturing, distribution, health care, business services
and financial services. For more information on Square 2 Marketing, visit www.square2marketing.com.
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