How your pages appear to the world matters. Whether it is the aesthetics once somebody is already on your website or the technical aspects seen by search engine crawlers, you want to ensure that your website is top-notch in every regard.

One such example is meta descriptions. These elements help showcase what your page has to offer in search engines, giving people a sneak-peek of what awaits them if they follow through and click the link.

As such, meta descriptions are incredibly important and you should optimize them in every way possible. Below, we’ll look at a few simple tips you should employ to maximize the effectiveness of these descriptions.

Always Use Original Descriptions

With many websites pinging links to hundreds or even thousands of pages, crafting individual meta descriptions can be quite a pain. However, it is absolutely worth customizing each meta description rather than using duplicate descriptions. Why is this?

By having the most accurate and relevant descriptions visible in search for each of your pages, you have a better chance of attracting traffic. When using a generic meta description for most or all of your pages, there isn’t really anything concrete or specific that you can say to lure people to that exact page. If you do not have the time to personally craft each meta description, then know that there are tools that can automatically extract relevant snippets and use them for the descriptions instead.

Include Keywords

When designing any meta description, you want to be sure to include keywords. How do you decide which keywords to use? It’s pretty simple, actually: include keywords that are relevant to the SERP(s) you’re targeting and relevant to the page itself.

Generally speaking, including keywords relevant to the targeted SERP will ensure the meta descriptions you’re writing are featured. There is no guarantee that Google and other search engines will show your meta description if it is lacking in relevant keywords, so be sure to include these to maximize the chances of your descriptions being featured.

Be Creative

Last but not least, designing your meta descriptions to be as intuitive and curious as other forms of ad copy is essential. This is  because meta descriptions can be easily avoided or ignored in the wrong situations.

For example, brands that use uninspiring, generic commentary in their meta descriptions may not even register on most audiences’ radars due to the lack of action words or creative language. In a world where so much information bombards us on a daily basis, many people’s natural reactions to boring or uninteresting ads is to simply block them out. By pinging links to search engines alongside relevant, creative copy, you’ll maximize the chances of each audience member finding your page interesting enough to click.

For anybody using a search engine to find your content, the meta descriptions listed may very well be the first thing they see in regard to your website. As such, it is vital that you make the best first impression by optimizing these descriptions. By using relevant keywords, unique descriptions and a bit of creativity, you can ensure that audiences see exactly what they want and need to see in every situation.