Increase Organic Clicks To Your Page
SEO copywriting is an important part of digital copywriting in 2020.
A copywriter may not be an SEO expert, but should know the fundamentals of on-page SEO.
Search Engine Optimization is the process of increasing website traffic by increasing the visibility of a webpage to a search engine.
Using organic methods, rather than paid methods, proper SEO helps get more people to your site without costing you.
There is on-page and off-page SEO, and the meta description falls into on-page tactics.
Now, search engine optimization may sound like another world to a freelance copywriter.
But it is essential to understand how they all come together to form the digital strategy.
As an SEO copywriter, your working knowledge of optimization increases your market value in the job market.
Just as you write paid ads and website content, knowing basic optimization for a website is essential for being able to serve others.
However, copywriting is an aspect of digital marketing- after all, a meta description is composed of words that tell a search engine how to index a page.
Let’s talk about the meta description and how to write an effective one for your website.
The meta description is an html attribute that provides a quick summary of a webpage.
This allows you to customize the section of text through the backend of a website for what the page shows.
The computer doesn’t have eyes and a brain like copywriters do.
Search engine web crawlers, also known as bots and spiders, read your page to determine what your page is about, and how relevant it is.
This is why keywords are so important- search engines search for these to determine what your page is about for rankings.
Use Action-Oriented Language
A meta description is your first chance…
To get the reader on your website.
If your website does not show up at the top of the SERP, you significantly reduce the chance of it being read.
Writing a good meta description increases your chance of getting clicked.
Remember, as stated in my Basics of Website Copywriting Article, your website’s job is not to look pretty, but to convert the reader into doing something.
The same goes for a meta description.
An effective meta description will get the reader to take the first step- click on your page.
Use action words like “learn more” or “discover today” to get your readers interested on your page.
Once the reader is on your page, another CTA will be there for whatever you want the reader to do on your site.
It’s a multi-step process due to increased website competition
Don’t be a Clickbaiter
Your meta description should be genuine.
If your reader has trusted your meta description and you bring them to an irrelevant website, you have only hurt yourself.
Do you like it when the telemarketer interrupts your dinner with a dumb call?
So don’t lead people onto your website just to get a click.
SEO professionals know that this will actually hurt your website rankings.
A high bounce rate is not something to be proud of.
Copywriters must do their research beforehand and know the consequences of their words.
My other article “6 Ways Copywriters Build Trust” discusses the importance of building trust and rapport to create the value of a lifetime customer.
Let’s say your website has online courses teaching writing.
Make sure your meta description accurately reflects what your website has to offer instead of over promising and under delivering.
Basically, honest marketing is good marketing,
Specific and Relevant
Even if you’re not a copywriter or digital marketer, you have come across a meta description at some point in your life time.
You unknowingly have used it to get to the correct website.
Let’s say you type “Udemy” in a search bar.
And these results come up.
Out of these, our target official result is the middle one that reads:
“Udemy is an online learning and teaching marketplace with over 100,000 courses and 24 million students.”
This is ultra specific and we know the benefit of clicking on the website.
And the keyword “Udemy” has been put into the copy.
Let your audience know exactly what to expect when they click on your page.
There is an abundance of online learning courses, and millions of e-learners trust the website.
Not only do these numbers provide credibility and authority, but you know what your clicking onto.
Your meta description for your website must do the same to provide value.
As stated, competition is fierce, and you must cut through it with optimized SEO.
SEO copywriters offer advantages to search rankings because of their knowledge of organic search rankings and keywords in copy.
Keep it Under 155 Characters
Your space is limited on SERPs.
Don’t take up too much real estate.
Now, the number of characters is just a guideline, but it comes down to not taking up too much space in the meta description box.
This tool comes in handy when measuring how long your meta description should be.
To test out your meta description, just type it into the box.
There is no need for testing after that point.
You will know right away if your meta description will fit into the meta box.
Now, you can do this on WordPress, but it’s a little more tedious.
So you’re not obligated to use the software, but it is a shortcut if you want a hassle-free way to test your meta description text.
If your snippet is too long, it will get cut off and people scrolling won’t be able to see the whole description.
This is problematic when you are trying to convey information in a clear and concise manner.
To do this, you have to get to the point.
You have to sell the reader on why they should click on your website as opposed to the sea of other websites that come up.
The goal is to always get to the top of the SERPs.
Anything after the first page, your basically invisible.
So always work on providing value for your audience and give them a reason to keep coming back.
Let’s move on to the last tip.
Write a Unique Meta Description
For every page of your site.
While it may be tempting to write one good meta description and copy and past it throughout your website, it’s not a good idea.
It wastes the opportunity to sell what each page has to offer to your readers, and makes you seem less sophisticated.
Digital marketers and copywriters work smart instead of hard, but there is no one-size-fits-all solution to getting customers.
Every customer has different needs.
Some visitors may be drawn to your about page because they want to learn more about you.
Others want to know your products and services.
Still, others may be looking for a blog post that talks about how to write meta descriptions.
No matter what, it’s important to have variety and give your readers what they are looking for.
Be proud of your website.
If your an SEO copywriter, your duty is to reflect your client’s website in the most accurate and value providing way.
So treat meta descriptions seriously.
When done correctly, they increase CTR and make your site more attractive.