![]() That's reason enough for coming up with good meta descriptions.īut a meta description also has enormous sway when it comes to encouraging people to click on your web page. They could turn into a lead or customer, so you don't want to waste this opportunity. If one of your web pages has shown up in a search, then someone is tantalising close to finding your business. ![]() All we can do is represent our content accurately and let the search engines figure everything out. Regardless, such situations are out of our control though, so don't sweat it. Hopefully it'll use what we wrote in time and we'll retain our position. Google will constantly measure the effectiveness of the copy used in these snippets and work out what's best for everyone. The result doesn't seem to answer the searcher's request well. In this case, we can see that it doesn't make sense to show information about SEO copywriting for a generic query for "copywriters". Remember that, ultimately, Google is trying to help. So, even if it doesn't display what you want it to, things will probably work out okay. This was obviously a little annoying, since we offer much more than just SEO copywriting services.īut this has now been changed, which shows how Google tests everything. The meta title is simply the title that sits on top of the meta description and the pair should work in tandem: It's a genuinely small job that could dramatically transform your business. Higher ranking positions means more traffic and more traffic means more leads, customers and profit. The more clicks you get, the higher your page will rank. The better your descriptions, the more clicks you'll get. And because meta descriptions can influence clicks, that makes meta descriptions hugely important. Eventually, they'd start using another search engine, Google's ad revenues would take a huge hit and their whole business would be at risk. If they display irrelevant or low-quality results, that's no good for searchers. This constant monitoring makes perfect sense, because Google's mission is to surface the best results possible for each search. ![]() Or in having something stay in 8th spot if it's hoovering up traffic like there's no tomorrow. There's no point in keeping a web page in 1st position if no one clicks on it. All things being equal, the more clicks your web page gets, the higher it will rank.Ĭontent is continually being moved up and down. If it doesn't, Google thinks it has got it wrong. If something gets a lot of clicks, Google thinks it's chosen the right thing. Google then continually adjusts ranking positions to ensure that users are always being shown the best results. It basically comes up with a good guess and then analyses click-through data to determine how accurate it's been. Google measures content against different criteria when it's deciding which web pages to position where. When it comes to reaching the top of page one and enjoying SEO success, clicks matter a lot to Google. Why you daren't ignore your meta descriptions We just wanted to explain where the whole 'tag' thing comes from. ![]() As you'll see in a bit, you won't need to touch any coding when you're creating a meta tag. Now, don't worry if you're not much of a techie. With our homepage example, the piece of code reads: In that sense, it's kinda 'tagged' onto the content. ![]() Instead, it's entered into your website's content management system and lives as a bit of html code in the page header. This is because the copy is effectively invisible and doesn't exist anywhere on the page it's describing. Well, a meta description is also sometimes referred to as a meta tag. And no matter what you publish, the sole purpose of this copy is to persuade searchers to click on your result over someone else's. From web pages to PDFs, meta descriptions can be created for all types of content. ![]()
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