5 Ways to Generate Exceptional Meta Descriptions

5 Ways to Create Meta Descriptions to Improve Click Throughs

It’s a well-accepted fact that meta descriptions, or rather the short paragraphs that web users see in their Google results when they search for particular keywords, are not required to boost your SEO efforts. Meta descriptions are, however,  your opportunity to target your content to searchers and let them know exactly whether the given page contains the information they are looking for. Although meta description tags may not be important to your search engine rankings, they certainly play an integral role in gaining user click-throughs from their search engine results pages (SERP).

You may be asking yourself, “If meta descriptions aren’t necessary for SEO, then why waste any time writing them?” Because, meta descriptions do have an impact on search ranking. In fact, they are the most important feature for improving click-through rates from search results pages, which is always the end goal. So the real question is, how do you write exceptional meta descriptions that let the user know what the content is about, but also entices them to want to read more?

  1. Stimulate Curiosity. When a user finishes reading the description of your content, they should be left wondering what more you have to say about the topic. In the insurance industry, it’s easy to give people basic information and “how-to” lists, but what if you could tell them more, and capture their interest right from the get-go?
  2. Introduce the Reader. Your meta description should be just that; descriptive. The user needs to know what exactly the page is about. If they are going to make the effort to click on it, they want to make sure the page is really about what they’re interested in.
  3. Persuade. There are SEO experts that recommend using a call-to-action in the meta description. This may not be necessary, and in fact for certain insurance niches may come across as too much of a sales-pitch, however your meta description should invite a response, even if it doesn’t directly call for it.
  4. Be Relevant. The words a user sees should be associated with their search query. The right words in the right places will make the difference between a SERP entry that gets overlooked, and one that gets a click.
  5. Make Them the Correct Length. The standard accepted length for a meta description is 156 characters long. Google will cut off the description after this length, which can lead to a messy or misunderstood description of your content, and could limit the amount of click-throughs you receive.

At Neilson Marketing Services, we understand the importance of original content written from your agency’s or company’s point of view. We value well-written, unique, and SEO Optimized Content and understand the importance and challenge of inviting users to view your page. Please contact us today at 1.800.736.9741 to learn more about the Content Marketing packages we have available for Insurance Agencies, MGAs, Wholesalers, program Administrators, and Insurers.