Six Great Tips for Writing Engaging Metadescriptions

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There’s not much involved in writing 150-160 character sentences for metadescriptions, right?  Well actually these descriptions appearing in search engine result pages (SERPS) are critical for engaging with potential site visitors. So here are some tips on crafting compelling and engaging 150 to 160 character selling points.

1. Write for Users First

In order to dominate search engine rankings, it’s crucial to write for the user first and the search engine second. So that means no badly formed sentences of tautologies, including multiple keywords crammed uncomfortably into the short sentences.

It’s also important to keep that human element to your metadescriptions. Try injecting some personality or localised phrases into the wording, however steer clear of using jargon or cliches.

Six Great Tips for Writing Engaging Metadescriptions

2. Inject Some Personality Into It

People are less likely to respond to ”Game of Thrones. DVD and merchandise here. Game of Thrones Merch. Visit us”.  However, they could be likely to engage with ”Game of Thrones: Summer is over, winter is coming. Game of Thrones Sale On Now.”

Write in a personalised way as though speaking to a friend, in a warm and welcoming tone. It’s like holding up a sign in the airport arrivals lounge, smiling at everybody’s approach saying ”Here I am, this way Mr. Jones…Mrs. Smith, etc.”

3. Stick to the Value Proposition

Write from the users’ perspective. This means articulating your offer in a way that answers the question: ”What’s in it for me?”.  When you position the metadescription in this way, the results will be immediately positive. If you’re stuck for words, take the time to evaluate competitors’ metadescriptions.  Then try to create a more punchy and powerful value proposition.

Six Great Tips for Writing Engaging Metadescriptions

4. Keep it Short and Simple

Keep the metadescription to a limit of 150 to 160 characters. This can be really challenging, particularly for complex web pages that require more explanation. Although it’s an absolute necessity, otherwise the SERP will cut off the description mid-sentence. This tends to obfuscate the meaning and rarely encourages visitors to click through to the web page.

5. Use a Strong Call to Action

It’s important to use a call to action in the metadescription. There should be a clear purpose to the ad and a reason to click on the ad. So isolate this reason and think about the benefit of the offer to your potential visitor. Then ask for their cooperation. It’s amazing how actually asking and requesting an action from a user gets better results. A short call to action at the end of a metadescription can really boost click-through rates.

6. Bring in the Big Guns

If your business has some big names, brands, certifications or celebrity endorsements behind it, then add this into your metadescription. This may be difficult in the allotted 150-160 characters, but if you’re clever enough, by all means do it!

Metadescriptions are the bread and butter of search engine optimisation. They combine the best of both worlds, SEO and copywriting. With these tips on writing excellent metadescriptions you will be on your way to high volume click-throughs in no time.


Did you enjoy this brief foray into the weird and wonderful world of metadescription writing? Then pull up a pew and talk to me. I would love to help you with your marketing. Straight off the bat I can offer you a FREE CONTENT AUDIT of your existing marketing assets. Let me at it!

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Access CN – Minenssey

Content Strategy, Copywriting

Access CN are a Sydney-based marketing agency that enlisted the help of Total Marketing in order to generate brand storytelling for a new Australian brand of mineral make-up, Minenssey.

Minenssey is a rapidly growing cosmetics brand that targets the Asian market with natural mineral skincare range for women of all ages and skin concerns.

Challenges

The team at Access CN needed the make-up brand to have a native speaking Australian tone of voice. They needed the language to sound natural, polished, sophisticated, lyrical and poetic.

Minenssey’s overall brand storytelling needed to be a form of accessible glamour and affordable beauty that would cater to a middle income audience of Asian women.

Solutions

Athena worked with the Access CN Marketing Manager Amelia Hu and came up with the right language to convey the brand storytelling and product marketing for both the website and product packaging.

She generated lyrical and poetic product descriptions for both the Minenssey product packaging and the website.

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She checked that Minenssey’s online shopping experience was being optimised in the best way, to ensure that they were going to attract customers. She did this by looking at their returns and delivery policy. She made recommendations on how they could lower the cost for delivery, and clarified and clearly explained their returns policy, making the products more appealing to customers.

She ensured that the FAQs on their website were clear, and not going to lead to a frustrating experience from the potential customer’s perspective.

She fact-checked the medicinal properties and purported benefits of ingredients in the products. Then in some cases she advised when the wording on the product packaging needed to be slightly altered so that it wouldn’t be potentially misleading to the customer.

She proof-read all of the terms and conditions and privacy policy and ensured that it all matched according to Australian online consumer law.

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Results

Amelia Hu, Access CN’s marketing manager was happy with the work of Athena from Total Marketing. In an email she provided this feedback.

“Hi Athena, you are one of the best vendors I have ever worked with. Thank you so much for all of your information and suggestions for Minenssey, they are extremely helpful. The copy on the website looks really beautiful and the client is really happy with it.” Amelia Hu, Minenssey Marketing Manager, Access CN.

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