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We’ve chatted about writing SEO-friendly copy for your website and how appealing to Google and human readers through writing gets your biz in front of your type of people.
But today, we’re breaking down one small piece of the SEO copy puzzle.
Let’s dive straight in.
Meta description and title tags go hand in hand. Consider them a two for the price of one deal.
Imagine you’re searching on Google for a local dog trainer for your new pooch. You type in ‘dog trainer near me’ and up pops hundreds of options, all listed in blue.
That blue link is the title tag (aka SEO title) which is…you guessed it, the title to your web page.
Underneath your title tag is a small snippet of copy that describes your web page content. This is your meta description.
Together, your title tag and meta description tell your readers and Google what exactly your web page is about.
Well to start, me. I kind of like writing them.
But Google also cares. Like a loooooot.
And so do casual website browsers that are spiralling down a deep internet hole. And your dream clients who are searching for specific solutions definitely care.
And you definitely should too.
Meta descriptions offer your readers a little sneak peek about what’s happening on your website, the content you offer, and why they should check you out.
By writing meta descriptions and title tags that encourage searchers to click your site, you’re telling Google ‘hey, people like me and want to know more,’ which encourages Google to move your site up in the search results.
Your higher ranking in results = more viewers discovering your business = more potential inquiries from dream clients.
Now the big question: how do you write meta description and title tags that check all the boxes?
Describe your site
Motivate readers to click
Fit meta description parameters
Let’s start with title tags.
Your title tag is the first piece of copy that tells your readers what your site is about. They should be short and sweet, under 75 characters, and describe your page accurately to browsers.
High bonus marks for including a keyword in your title tag.
And while every page of your website should have its own unique title tag and meta description, there are ways to create consistency and brand recognition across your search results appearance.
The most common way is to include your business name (or acronym) at the end of every title tag to create a professional and recognizable title tag. For example,
Small, Colourful Kitchen Ideas | ABC Interiors
Custom Interior Design Services | ABC Interiors
The Team Behind Your Home Design | ABC Interiors
Now, let’s move on to creating meta description for your site.
When writing your meta description, you want to include everything your reader needs to know to click. That means creating an honest summary of what content is on your page – emphasis on honest. After all, no one likes thinking they’ve found exactly what they’re looking for only to discover the page they clicked is entirely unrelated.
So think about why your reader would want to click on your site. What are they searching for? What do they need help with?
Then write ~160 characters (tweet length) to answer those questions, being sure to include at least one of your keywords in the copy.
Can’t I use auto-generated meta descriptions?
That’s a hard no.
Auto-generated meta descriptions can paint a fairly accurate picture of your page, but they lack spirit and persuasion.
Your meta descriptions are an extra opportunity for you to capture your dream client’s attention and shout ‘HEY! I’ve got what you need!’ so why not take advantage of that with engaging copy?
I can just copy and paste the same title tags and meta descriptions for every page, right?
Another hard no unless every page of your website is the exact same (which leads to much more concerning questions). Since every page of your website holds a different purpose and offers different content, each page needs its own meta description.
Meta descriptions are super boring then, right?
We all know that I love inserting your personality and quirks into your copy. But with limited space to play, your meta description isn’t the best place to let that personality shine through.
That doesn’t mean you need to write like a robot though. You still need to capture your reader’s attention and draw them in but always prioritize clarity and brevity over puns and stories in your meta description.
Are you thinking, ‘great, so I have to write my entire website copy AND all these brief summaries while keeping in mind the rules and tips?!’
Only if you want to.
My done-for-you website copywriting packages include custom-tailored title tags, meta descriptions, and keyword research for every website page so you can say goodbye to stressing about your title tag being 82 characters long instead of 75.
Discover keywords for your website copy that has Google and your dream clients falling head over keyboard. Get eyes on your page and fingers clicking your ‘book me button’ with this free video training and workbook.
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