How to Write Meta Descriptions that Standout and Increase your Click Through Rates from Search Engine Result Pages in this Week’s SEO Update

Meta Tag Description Source: http://www.mysecondmillion.com/meta-tags-title-tags-meta-descriptions/Your keyword strategies and SEO tactics have landed your website on page 1 of a search engine result page (SERP), but now, you need to convince people, searchers, to click the link to your website versus another link. A well written meta description about the content on your website can help you stand out from other websites on a SERP page.

Is the likelihood of your competitor landing on the same SERP page as you high?

If yes, you can use Meta Descriptions to persuade searchers and make your website seem more appealing than your competitors.

What is a Meta Description?

The text below a webpage link on a SERP is a meta description about the content on the webpage. The meta description can lure searchers to click through to your website instead of another website.

Think of a Meta Description as a short sales pitch for your webpage.  This is an opportunity to engage searchers before they get to your website.

An Example of How Meta Descriptions Appear on a Google Search Engine Result Page:
Example of a Meta Description on a Google Search Engine Results Page Source: http://www.inmotionhosting.com/support/edu/website-design/meta-tags-explained/adding-a-meta-description-tag

Personally, when I complete a web search, I always read the meta descriptions to find out which website can meet my informational needs. Reading the meta descriptions can be a time saver, so I try to find the meta description for the best website to satisfy my search query. If I personally use meta descriptions to find the best website to click through to, I wonder how many other searchers might read meta descriptions as well.

A snapshot of the HTML Code to Help You Set Up Your Meta Tag Descriptions:
HTML code for Meta Description Tags Source: http://www.mycomputerforum.com/tutorials/meta_tags_seo.html

How to Write Meta Descriptions that Standout?

Components to set up effective meta tag descriptions that increase click through rates Source:http://www.polepositionmarketing.com/emp/complete-guide-meta-tags/

  1. Use Action-Oriented Language – use action words to tell readers what they will see if they click.
  2. Include a Solution or Benefit – give a convincing preview of how your content will satisfy the searchers needs.
  3. Length should be under 150 characters – the date when the content was posted could be included in the meta description, so you want to convince searchers to click through to your website in 130 characters or less. Best to be on the safe side.
  4. Be Honest – make sure your content on your webpage can deliver what your meta descriptions says it will deliver. This is your chance for searchers to build trust in your website. Don’t waste this chance.
  5. Be Relevant and Specific with Descriptive Words
  6. Meta Description should Accurately Describe the Content on Your Webpage, so expectations are met, and bounce rates are decreased.

Avoid these Meta Description Pitfalls

  • No Meta Description – Google will use text from somewhere on the page that matches the searchers’ query, and this text may not convince users to click through to your website.
  • Keyword Stuffing – Only using keywords may not properly describe the content on your webpage, and you do not want to mislead searchers and risk them never clicking through to your website in the future.
  • Bounce Rate – To avoid searchers from clicking the back button when they click through to your site, make sure the sales pitch in your meta description will be fulfilled by the content on your webpage.  Be aware that a high bounce rate may hinder your SEO and reduce your ranking.

Finally, don’t you hate it when Wikipedia outranks you on your keywords?

Use your Meta Descriptions to stand out and lure searchers to click through to your website instead of clicking to Wikipedia.

Have fun creating Meta Descriptions for your website and come back to learn more SEO tips and tools to help drive traffic to your websites from search engines and reach your digital marketing objectives.

Sources

Additional SEO News and Resources

Email Marketing Tuesday: Taking Full Advantage of your Transactional Emails

Welcome to Email Marketing Tuesday: Taking full advantage of your transactional emails by communicating with your prospects and customers. Transactional emails are an opportunity to communicate with your audience via email messages triggered by an action they took or an action they need to take.

Since you only have a short period of time to attract and maintain your audience’s attention, inserting multiple messages in your transactional emails could be an opportunity get emails opened and call to actions taken.

What are Transactional Emails?

According to Mailchimp, transactional emails include messages with content tailored to a single recipient and only to them through a transaction that they made online. Others consider transactional emails as triggered, automated, real-time, or personalized emails.

Types of Transactional Email:

  • Welcome
  • Thank You
  • Bill
  • Renewal
  • Invoice
  • Receipt
  • Order Confirmation
  • Order Status
  • Post Purchase Review
  • Email Address Confirmations
  • Activation
  • Upsell/Cross Promotional
  • Re-activation
  • Website Behavior
  • Event Countdown
  • Shopping Cart Abandonment
  • Forget Username or Password
  • Notice for an update

According to MarketingSherpa, only 40% of  marketers use transactional emails. So, there may be an opportunity for digital marketing managers to benefit from transactional emails. However, I suggest you use transactional emails that make sense for your audience.

Thinking about the different types of transactional emails mentioned, transactional emails contain short messages to keep your audience aware of their relationship with your website. Some contain a call to action like renewal and invoice emails, and others are informational emails.

Even if you are currently using transactional email, your next step in taking full advantage of your transactional emails is including an additional call to action. Below are different examples you can do:

  • For Welcome emails, include a call to action for them to go to your website to check out some tailored content. If you manage a history website and someone registers on the website mentioning an interest in the American Civil Way, send them a welcome email with a link to an article on your website about the American Civil War.
  • For Order Confirmation and Order Update transactional emails, you can insert a “people that bought your item also bought these items” section.
  • For a Reactivation emails, the email message should contain new or updated content that is similar to the last piece of content they saw.

The key to your transactional email is to make the message about your audience and offering them something that is triggered by their action, personalized, and offering them something tailored/relevant to them  in real-time.

Keep in mind transactional emails don’t have an 100% open rate, so don’t expect transactional emails to be the only solution to increasing website traffic or engaging your audience. Transactional emails are just another tactic to keep in your digital marketing toolbox that have the potential to increasing traffic. Also, just like any other digital marketing and email marketing tactic, you should complete A/B testing to maximize the results of your transactional emails.

Resources:

Learn More about Digital Marketing Manager, Cindy Plough

Blog your Way to Giving your Brand a Voice with some Personality and Enhance the Customer’s Experience with Teachable Moments

In the digital world that we live in today, it is a Digital Marketing Manager’s responsibility to make a brand stand out. By blogging, a Digital Marketing Manager can help their brand stand out and give their brand a voice with a personality. A blog not only educates the brand’s consumers, blogs make your brand credible and enhances the customer’s experience with your brand.

Another compelling reason to start a blog is that search engines love blogs. With Google’s Hummingbird, many Digital Marketing Managers are concerned about how to optimize their content to land on page one of a Google search results page.  Well, let your blog be your savior.

Hummingbird concentrates on the long-tail keyword searches, and blog content lends itself to including long-tail key word phrases naturally.  Therefore, if Digital Marketing Managers consistently post relevant content about your brand on a regular basis, Digital Marketing Managers can help their SEO as well.

8 components to include in your blog posts

  • A SEO optimized title
  • A long-tail search keyword phrase
  • Conversational tone
  • Format should include lists and whitespace
  • Length of post should be 500 words or less
  • Create a call to action
  • Don’t make a sales pitch
  • Lastly and most important, a Digital Marketing Manager must make sure the audience learns something from each post

As a school girl, my father asked me everyday what I learned in school, and I usually said nothing.  Then, one day, I asked my dad why he always asked me what I learned in school.  He told me that every day where I did not learn something was a day wasted. Therefore, every post where your audience does not learn something is a wasted post and a chance to alienate your audience which could cause a Digital Marketing Manager to have nightmares.

If you aren’t yet convinced to start a blog, consider the following statistics about blogs from Hubspot:

  •  B2B marketers who use blogs generate 67% more leads per month than those who do not.
  • B2C companies that blog generate 88% more leads per month than those who do not.
  • 92% of companies who blog multiple times per day have acquired a customer from their blog.
  • 57% of companies with a blog have acquired a customer from their blog.

Additional Blogging Resources

  1. The Definitive Guide to Corporate Blogging for Marketers
  2. How to Blog for Business Success with Google’s Hummingbird
  3. Blogging 101
  4. “The Make Sure Every Story is Compelling and Share-worthy” section at the end of the Coca-Cola’s Storytelling: Three Lessons on Content Marketing and Creativity article

What and when is next Digital Marketing Manager post?

SEO Monday

Until Monday, have a great weekend and think about how you can make each blog post a teachable moment for your audience!

Learn More about Digital Marketing Manager, Cindy Plough