Meta descriptions: how to optimize them

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Here there are results that clearly stand out above others. Nothing guarantees that with this type of resources we will rise in positions, but what is more than likely is that our CTR will be higher than if we were limited to a careless meta description.

Factors to consider in a meta description
A meta description is basically made up of 3 parts:

Title : the most important thing. It is the first thing that chief vice president marketing officer email list the user scans and in many cases the only thing that will make them decide whether or not to click on your result. It is important that it includes the main keyword worked on.
URL
Description : This is used to complement or provide more information about the content that the user will find.
Is that all? The truth is that nowadays we are going to find ourselves very often with the so-called rich fragments, which we will now go into in more depth.

If we want our results to stand out, it may not be enough to just comply with the requirements, but you will have to do your part:

Rich snippets : the ones that can make the biggest difference. Nowadays, there are a large number of types of content that can generate rich snippets and give you a very noticeable plus of visibility. Ratings (stars), products, recipes, lists, definitions, events… Use Google's structured data tool to find out if you are already doing everything necessary to enjoy these types of results.

Automate as little as possible : It is clear that not all sites can afford a custom meta description, and that is why we create rules that allow them to work all at once or in groups, depending on the section. In any case, depending on the resources we have, the more control we have over them, the better. For example, in a blog we should pay more attention.

Draw attention visually : Nowadays there are a lot of resources to enrich our results visually, from introducing capital letters or exclamation marks to using icons, symbols, etc. They are ideal to include in titles and meta descriptions. In the image above you already have many ideas. NOTE: not all icons are recognized by Google. If you want to be sure, paste that icon into the search engine, for example after an intitle: command, and you will be able to check if Google allows it to be displayed or not. Do you need ideas? Take a look here

CTA : Make a call to action. Don’t just inform, but encourage people to click. For service pages, don’t hesitate to highlight what you think makes you different or more attractive. Phone numbers, prices, delivery times… all of this is information that your client will probably want to know as soon as possible. For more informative articles, you can make the user want to know more. A title that says “Beaches in Malaga” is not the same as, for example, “5 Unique and Unmissable Beaches in Malaga.”

We recommend that you never stop experimenting and, above all, measure your results. Whenever you make changes, check your CTR or traffic numbers to see the real impact of your measures.