Why Meta Descriptions Matter
A good meta description is short, catchy, and provides an idea of what the page is about. Meta descriptions aren’t directly used for ranking, it mostly has to do with user behaviour, particularly click-through rates. And, click-through rates are directly used for search engine rankings.
Your meta description works with your title and URL in your search result to show searchers that your link is the link that’s going to have the answer to their problem.
When you have an eye-catching title, a straightforward URL, and a compelling meta description, your click-through rate is going to increase.
The more click-throughs you get to your page, the stronger the signal to Google that your page is what users are looking for, increasing your chance of appearing higher in the natural listings.
How to write a good meta description
What you really want to do in a meta description is to show the benefits of the content, which will get readers to click on your page link.
Writing a meta description is similar to writing an advert for your website. It should be short and to the point, highlighting your Unique Selling Points (USPs) as briefly as possible.
A clear meta description may also include a call to action which can show users that there is something for them to gain by visiting the website.
Meta descriptions can be any length, but Google generally truncates snippets to 155–160 characters. It’s best to keep meta descriptions long enough that they’re sufficiently descriptive, so we recommend descriptions between 50–160 characters.
Although they don’t have a direct impact on SEO, it is worth putting time into writing good meta-descriptions in order to increase the CTR to your pages which will have a positive impact on SEO. Read more about our approach to Search Engine Optimisation for Landscaping and Gardening companies here.
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We understand that business owners need a steady stream of a new enquiries to grow their business. We can help you scale your landscaping or gardening company to the next level with the confidence that your marketing will support your sales. If you would like help with your SEO marketing then please get in touch today.