Match users’ intent in search results to craft effective meta descriptions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2020, 9:06 AM UTC

Sorting webpages by organic traffic can provide insights on most important meta descriptions.

Meta descriptions are HTML attributes describing a webpage’s contents, and brands must write compelling descriptions to boost click-throughs in the search results. When writing meta descriptions, ensure they complement the title tag and provide additional info like the brand’s USP.

Brands should ensure their meta description matches users’ search intent and compare page snippets in their niche to create descriptions aligned with their content type. Writing meta descriptions with an active voice can help marketers improve clarity and address search queries efficiently.

Use tools like Yoast on WordPress to place meta descriptions in the backend codes and craft concise descriptions to ensure they aren’t cut off from the snippets. Brands must focus on pages with most organic traffic and look to optimise their meta descriptions.

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