Since 2007, Google has been pretty clear that they don’t consider the keywords in your meta descriptions when determining your search rankings. This statement has led some digital marketers to simply ignore the little snippet of information that shows up below your title in the SERPs—but doing so is a big mistake. Just because Google doesn’t pay attention to the keywords, the meta description is still crucial to your SEO strategy.
So maybe the keywords used in your meta description don’t help your SEO, but user behavior absolutely does. When a large amount of people actually click on your SERP listing—and then stay on your page—Google realizes that you are indeed relevant to the keywords being searched, and your rankings will improve.
On the contrary, if your meta description is lousy, and very few people ever click through to your page, then your rankings will drop. So, yeah, we’d say the meta description is pretty darn important for SEO.
Now that you realize the meta description is, in fact, important to your SEO strategy, you might be lost as to what makes a good one. In short, your meta description should be a concise, compelling description of what the reader will find when they visit the designated page. Here are our best tips on how to do that:
In summary, your meta description is your sales pitch to the reader. If you can write one that is concise, persuasive, and intriguing, the reader will have no choice but to click—improving your click-through rate and position on the SERPs in the process.
For help with your meta descriptions and complete SEO strategy, contact Zero Gravity Marketing.