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How to Write Meta Descriptions That Will Win You More Clicks

Updated: Jan 8

It’s no secret that ranking higher in search engine results pages (SERPs) can result in more website clicks.

But did you know that the words you use in your meta descriptions can also have a significant impact on your CTR?

In this post, we’re going to show you how to write meta descriptions that will get you more clicks, including:

  • The elements of a good meta description

  • Tips for writing effective meta descriptions

  • How to use rich snippets in your meta descriptions

  • Avoiding common meta description mistakes

By the end of this post, you’ll have all the information you need to write effective meta descriptions that will help you increase your CTR and win you more clicks.

How to Write Meta Descriptions That Will Win You More Clicks

The Elements of a Good Meta Description

The first step to creating effective meta descriptions is understanding what makes a good meta description. A good meta description should be well written, concise, descriptive, and contain relevant keywords. Additionally, a good meta description should include the page title, the business name and URL, and a call-to-action.

When writing a good meta description, it’s important to consider the tone and style of the meta description. The meta description should be written in a way that is easily understandable and encourages people to click-through to your website. It should also include natural language, as search engines can better understand natural language and consider that when assigning relevance to your page.

Tips for Writing Effective Meta Descriptions

Now that you know the elements of a good meta description, the next step is to actually write the meta description. To start, make sure to include your targeted keywords and relevant phrases in the meta description. This will help to ensure that your SEO efforts are better rewarded and that the meta description is seen as relevant by search engines.

Another important factor to consider is the length of the meta description. According to recent research, meta descriptions should be no more than 140 – 160 characters in length. This will ensure that your meta description is not truncated in search engine results pages and that all of your important information is visible to search engine users.

Focus on creating a descriptive and compelling meta description that accurately sums up what users can expect to find when they click the link. This can be done by highlighting the unique features or services that you offer, emphasising the benefits of what you offer, and by including a call-to-action.

You should also optimize heading tags and titles addition to write effective meta descriptions. It is common not to take care of heading tags in webpages. Furthermore, if this website is an eCommerce website, you should also consider optimizing product descriptions.

How to Use Rich Snippets in Your Meta Descriptions

Rich snippets are small pieces of code that can be added to the HTML of your website to help search engines understand the content of your pages. Adding rich snippets to your meta descriptions can help increase your click-through rate by up to 30%, as rich snippets make it easier for people to identify relevant results and make your page more visible in search engine result pages.

When adding rich snippets to your meta descriptions, you need to consider which type is the most applicable to your content, as each type offers different benefits. For example, you could use the ‘review’ rich snippet to highlight reviews and ratings and the ‘event’ rich snippet to highlight upcoming events.

Avoiding Common Meta Description Mistakes

When crafting effective meta descriptions, it’s important to avoid making certain mistakes. The most common meta description mistakes include:

  • Overstuffing meta descriptions with keywords

  • Writing meta descriptions that are too long

  • Not including targeted keywords

  • Not separating each meta description from the next

By avoiding these common mistakes, you can ensure that each meta description is well written, concise, and optimized for SEO.


Meta descriptions are an important part of SEO, as they not only help to better inform search engine results pages but can also help teams drive more website clicks. In this post, we’ve provided an overview of how to write meta descriptions that will get you more clicks. This includes understanding the elements of a good meta description, tips for writing effective meta descriptions, how to use rich snippets in your meta description, and avoiding common meta description mistakes. With this advice in mind, you’ll be well on your way to crafting effective meta descriptions that will help to grow your website traffic and win you more clicks.



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