When you search for something on Google, you probably noticed that each result has a small description. Sometimes it’s short, sometimes it’s long, and sometimes it just looks bad. That is the meta description.
If you want to improve your click-through rate from search results and rank your product pages higher, then you need to personalize the meta descriptions and give people a compelling reason to click on your page.
Here’s what to keep in mind when you write descriptions for your product pages.
1. Use No More Than 160 Characters
Think of the meta description as if you were writing a tweet (back when the character limit was 140 characters).
If you write more than that, then Google won’t display any words that exceed the limit. Moreover, it will look bad if the description you wrote will cut off in the middle of a sentence.
There’s a second option here, and that is to cut off the description on purpose. In that case, you need to plan it carefully so that the customer will be curious enough to find out more.
2. Add The Keyword To The Page
If you’ve optimized your product pages based on keywords that your audience uses for search queries, then we recommend including them in the meta description as well.
When someone does search using the same keyword you used, then it will get bolded in search results which will make your page stand out amongst the others.
3. Focus On The Customer
The meta description for a product page should focus on telling the customer how much better their life could be if they would use your product. You need, however, to do this without exaggerating.
Mention a tangible benefit for the online buyer, or make a promise of how your product can solve their problem.
You also need to give them an idea of how your product is different and help them visualize what it would be like for them if they had it.
It may seem like you need to include a lot of aspects into just 160 characters, but it’s most certainly not impossible.
4. Use Verbs
The meta description for your product pages should be actionable, and the best way to do this is by starting with a verb. Don’t add metaphors to it because it will make people confused when they read it.
Use verbs such as: discover, buy, find, shop, download, compare, etc.
5. Include A Call To Action
Using a call to action at the end of the meta description is a sure way to entice the readers to click on your link.
This needs to act as an invitation which is why you need to use words such as: order today, learn more, get it now, try it for free and so on.
Even though Google will automatically display the first 160 characters from your page as the meta description, you should always edit them so you can increase your click-through rates and drive more traffic to your online store.
At the same time, be aware of duplicate meta descriptions. These can hurt your rankings so we recommend using an audit tool to find out if you have duplicates and fix them if necessary.
We hope these tips will help you write compelling descriptions for your product pages and that you’ll start working on them as soon as possible.