Meta descriptions are the snippets of text that appear under the page URL on search engine results pages (SERPs). Here’s a few that came up for a Google search on “cement mixers”.
Often, firms pay little attention to writing their meta descriptions, or if they do, write them poorly. But meta descriptions are an important part of content optimization. On the examples above, you’ll see meta descriptions you like, and perhaps some you don’t. Online content tip – Concrete nouns and adjectives (no pun intended) are far more persuasive than vague generalizations.
Here’s a list of phrases sure to leave potential customers cold. I grabbed several of these from David Meerman Scott’s list of Top Gobbledygook phrases – be sure to read his post!
Meaningless meta description phrases
- cutting edge
- flexible
- innovative
- results focused
- robust
- unparalleled
- value added
- world class
If you’ve heard these once, you’ve heard them a million times. What you need to do is include phrases that convey a substantive benefit of whatever product or service you’re selling. This necessitates seeing your product from the customer’s point of view. What will influence a potential customer to take action, to click on your link? What separates you from the pack?
Track record?
Quality?
Integrity?
Level of service?
Once you determine the most important one or two factors, you can make your meta descriptions do some selling, as opposed to just sitting there watching the world go by. Here’s a list to get you thinking in the right direction.
Meaningful meta description phrases
- 10% off through December 31 2009
- accredited by …
- authorized dealer
- BBB approved
- board certified
- established 1965
- factory trained
- five year guarantee
- free … with purchase of …
- free, no strings appraisal
- guaranteed lowest price
- latest version
- learn … in less than an hour
- lifetime guarantee
- more than 10,000 sold
- next day delivery
- no hassle returns
- no tools required for assembly
- over 100 satisfied customers
- over 1000 listings
- replacement parts included
- same day shipping
- tamper evident packaging
- winners of the … award
Mini Case Study
A residential contractor felt his Better Business Bureau certification was a key selling point – potential customers are always and understandably leery of fly-by-night operations. We made his BBB status a key part of the meta descriptions, and followed through by making it a major design element of their site. Site traffic and inquiries are steadily increasing.
Your turn!
How would you write a meta description for your site’s home page? Products page?
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Interesting! I never really thought about it before, but seeing some actual, focused meta descriptions as from your list above – well, it looks exactly like those “key phrases” we’re supposed to put on our resumes, don’t you think?
We’ve been hearing it for years – use concrete action verbs, not vague buzz words everybody’s heard a million times.
Robert, I’m sorry I can’t offer anything new on this topic, but the same old advice of using meaningful, key phrases continues to be sound … and continues to be ignored by many marketers!
Brad Shorrs last blog post..Influence Customers with Meaningful Terms in Meta Descriptions
Brad,
I had never thought about this, but now that I come to think of it, as a web surfer, the meta description, along with the title, are the only two things that: (a) a prospective customer sees in the search results; (b) a prospective customer takes into account in deciding which sites, out of the twenty five or so they see on screen, that they will visit.
I like how the examples you show (in the positive side) are so specific. These, in contrast to the vague statements on the negative side, provide a specific reason for prospective customers to visit your site especially.
Andrews last blog post..Somali pirates – armed guards not the answer
Andrew, Specific is good, I agree. There is always a temptation in any sort of business writing to try to tell the whole story, attempt to be all things to all people. But for search I think it’s the details that capture the searcher’s attention.
Brad Shorrs last blog post..Influence Customers with Meaningful Terms in Meta Descriptions
Brad,
One thing about some of the expressions which you suggest is how they provide immediate evidence, particularly with respect to reliability and quality control.
They are wondering: “The claims sound great, but can I place my trust in them to deliver on their promises.’
When prospective customers hear statements like ‘Accredited by ..’ ‘Established since …’ or ‘Authorized dealer,,’ they know that I am not dealing with some fly-by-night operation.
On the other hand, statements like “Innovative,” or “World Class” do little or nothing to prove anything about the trustworthiness of your brand to prospective customers.
One of the key issues which prospective clients are looking for is trust, particularly as they may not be familiar with your firm and may therefore have questions with regards to the reliability and consistency of your service or the quality of your output.
Andrews last blog post..Should copyright infringers be disconnected?
Andrew, As someone who has spent many years in the corporate world buying and selling, you can trust me on this. When you hear expressions like “world class” and “innovative”, you can be pretty sure the seller doesn’t fully understand what he is selling, who wants to buy it, or why they want to buy it. It is reasonable and prudent for the buyer to then assume the seller is not reliable or consistent. Those assumptions may not be true, but that’s the price sellers pay for being vague.
Brad Shorrs last blog post..Influence Customers with Meaningful Terms in Meta Descriptions