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How Google Wants You to Create Meta Descriptions

How Google Wants You to Create Meta Descriptions

How Google wants you to create meta descriptions. Have you ever done a search on Google and noticed for each result there is a title and a description? That description is called the meta description. Usually, a website creates one for each and every single page on the website, but sometimes they don’t. And search engines can use yours if you provide one, or they can come up with their own for each of your web pages if you don’t provide one. So what makes an ideal meta description?

 

RESOURCES & LINKS:

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Ubersuggest: https://neilpatel.com/ubersuggest/

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Well, let’s see what Google has to say. As you can see here, Google gives quite a bit of feedback.

 

First,

they don’t want you to just list keywords in your meta description. Here’s an example of what Google doesn’t like. As you can see they’re just listing tones and tones of different keywords. That’s really not what they like.

 

Second,

Google doesn’t want you to use the same meta description on each page. Such as this one. If you use this description on each and every single page, it doesn’t really help Google know how one page is different than another.

 

Third,

they don’t want you to just summarize the page. Here’s a summary example that Google provided. And the issue is, if you just use the summary, it doesn’t really provide much value. They can figure that out on their own. You got to make it more compelling.

 

Fourth,

don’t make your meta description too short. And here’s an example of a short meta description. It’s so short that people really aren’t going to know what they’re going to get when they click on your listing. And if they don’t know what they’re going to get, do you think they’re going to click? Well, some may, but a lot won’t. So if you follow Google’s rules you’ll create an amazing meta description, right? Well, it helps you, but it doesn’t really give you enough information to separate yourself from the crowd.

 

Now, here’s some data that we have on what creates amazing meta descriptions. Keep in mind with our Ubersuggest tool, we track over 900 million domains and we’re looking at things like click-through rates and rankings. So we see patterns.

 

So this data here is from those patterns. And when I break down this data, you’ll notice that the percentage gains you get from implementing one or two, or three of these tactics isn’t that much. But if you implement a lot of them, all those small percentages will add up and that’s enough for you to win.

 

So let’s dive into the data. You can get roughly a 3.4% higher click-through rate for meta description tags that are roughly 119 characters to 135 characters. We found that descriptions that are too long or too short don’t get as many clicks. And you can get up to a 5.7% increase in click-throughs when the exact query that someone is searching for is also in your meta description.

 

That makes sense, right? Someone searching for something, see it within your title, the description as well, even your URL, it all helps. Power words increase click-throughs by roughly 2.18% when you add them to the meta description.

 

A great example of power is effortless, such as checking out these seven effortless ways to boost your rankings. If you implement at least three of them, you should see quick results. Hopefully, that helps you use powerful words and implement them into your meta descriptions. You can also get roughly a 2 to 3% higher click-through rate for meta descriptions that contain emotions versus ones that don’t have emotions.

 

And the simple one, if you add a meta description versus not having one at all, keep in mind if you don’t have one, search engines can just pull it from your site or make up their own. But what we found is websites that have a meta description no matter what it is, what it says, how short or how long it is, or whether it has a keyword or not, get roughly a 5.8% higher click-through rate versus one that doesn’t even have meta descriptions.

 

So make sure you come up with a meta description for each and every single page. As I mentioned, I know the percentages aren’t that big, but every little bit adds up. The slightest difference could mean a few extra spots in your rankings. Now, we have tons of data on this kind of stuff, not just for meta descriptions, but title tags, URLs, and even on-page SEO, and link building.

Google to Rank Your Site in All Countries

Google to Rank Your Site in All Countries

You may not want Google to rank your site in all countries. The other day on Reddit, someone asked, “I have just added a new domain property to Google Search Console. I want to specify the country where my website should be visible because it’s an e-commerce website. How do I add targeting country and robots.txt from my new website?” A Google employee named Gary Ellis responded with, “Generally, there’s no need to specify geographic targeting in Search Console. Google can just figure out from all the other signals such as different parts of the URL or let’s say even if people are bouncing.” And then Gary went on to say, “You should look at how other companies like Amazon do things from an SEO perspective when it comes to international SEO.”

RESOURCES & LINKS:
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Reddit: https://www.reddit.com/
Google Search Console: https://search.google.com/search-cons…
Ubersuggest: https://neilpatel.com/ubersuggest/
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In other words, don’t take the rest of the world for granted because it can help you generate a lot of revenue. But here’s the issue. Translating and transcribing your content for every language you want to target whether you’re an e-commerce site or B2C site or a B2B site, is a bad idea. You should only target regions where you want to be helpful. Here’s why. If you expand into other regions just to get traffic but you don’t really offer great products or services or even a great experience within those regions, it’s going to hurt your overall SEO.

How you may ask? No matter how good your website is or your marketing is, or even your bounce rate people are not going to go back to your site or even click on your listings if they know your products and services aren’t tailored to them. In other words, it’s going to hurt your overall SEO.

So only focus your website, your content, your products, and your services on the languages and regions you want to target. And here are some tips when it comes to international SEO.

First,

transcribe your content. Don’t just translate it. When you want to go after new regions and languages, you have to adapt your content to what people in that region expect. With cultures being different all over the world, you’ll find that translating your content word for word just won’t work. You’ll have to customize it for each region.

Second,

you’ll have to use hreflang. Hreflang tells search engines and browsers that pages on your website are countries and languages. If you’re wondering how to use hreflang, this tool by Aleyda Solis will help you. And with this tool, it’ll give you the code that you need to put on your website. That code goes into the head part of your website.

Third,

you need to build links within the region you’re targeting. You can hire someone from Upwork who knows marketing and they know your space within that region. They can reach out to your websites, build relationships, and beg for links. It works. It’s a numbers game, but it really does work. Or if you want more skills, you want to grow faster, you can hire an agency like mine, NP Digital where we are awarded Agency of the Year to reach out and build you links throughout the whole world which we do for hundreds of clients. Without backlinks, you won’t get much SEO traffic.

Fourth,

you need to consider generating PR. PR creates brand queries, which is when someone searches for your company name on Google or your website name. This helps with your rankings and traffic. Just think about Nike. Did you know over 7 million people in the United States are searching for Nike each and every single month on Google? Less than 2 million people on a monthly basis are searching for shoes. Nike has a bigger brand than the term shoes. What does that tell Google? Nike’s powerful, people recognize them and they should rank them higher.

 

Google’s helpful content update

Google's helpful content update

Google’s a helpful content update. Have you noticed that when you search, some of the content that is ranked on Google is just obviously written for search engines? And when you read that content it provides little to no value. Some of those pieces of the content contain even tons of keywords that don’t really flow within the article.

 

RESOURCES & LINKS: 

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Ubersuggest: https://neilpatel.com/ubersuggest/

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So why do people write this kind of content pieces? Well, it’s because they want more SEO traffic. But what’s the problem with that? It creates a terrible experience for users. So what did Google do? They released the helpful content update, in which their goal is to rank non-helpful content not as high. They want to rank the non-helpful content lower, and they want to rank the helpful content, which is great and amazing and is not created for search engines, higher.

 

Now, here’s what Google has told us about the update.

 

They first said,

Focus on writing content for people. and they give us feedback such as: “After reading your content, “will someone leave feeling like they’ve learned enough “about the topic to help them achieve their goals? “Will someone reading your content feel like “they have had a satisfying experience? “Does your content clearly demonstrate first-hand expertise “and depth of knowledge? “For example, expertise that comes from “having actually used “a proctoring service or visiting a place?”

Second,

they said, “Don’t focus on writing content for search engines.” And here’s what they mean by that: “Is the content primarily “to attract people from search engines “rather than made for humans? ” You produce lots of content on different topics “in hopes that some of it “might perform well in search results? “Are you mainly summarizing what others have to say “without adding much value? “Are you using extensive automation “to produce content on many topics? “So what does all this that Google has told you, “mean for you?

 

Well, number one:

Google wants you to focus your content on a specific industry or niche. As Google A Better Way to Advertise on YouTube stated, they prefer that you don’t create lots of content on different topics. They want you to focus. Be the expert. Know what you’re talking about. That way people get the most value.

Number two:

make sure your content is executable. If someone reads your content and they don’t have any specific takeaway, and they don’t know what to do next, your content is failing. What I like to do, and here’s a quick solution for this. Is, at the end of my articles, I summarize my learnings through a conclusion section and I label that section ‘Conclusion’ And I define my key takeaways. That way, in case someone just wants to skim, they can just get the main points from the conclusion.

 

Number three:

continually update your content. Things change over time. Don’t assume that if you write a piece of content it’ll keep getting traffic. As things get stale, your traffic will go down. It’s sad, but it’s reality. Keep your content up-to-date, fresh, and relevant, so it provides users with the most benefit. When updating your content, it’s not about how much you change, it’s more about what do you need to do to keep it amazing. And that could be very little or it could mean that you make a lot of changes.

 

Try to update your content at least once a year, and if you’re confused about how, how to make content more amazing, search for the main keywords that your article ranks for on Google, or you wish to rank for on Google, and look at all the people that are ranking that aren’t your website, and see what they’re doing that’s different than you are. That’ll give you ideas on how to make your content more amazing and ideally even better than theirs.

 

Number four:

adding your secret sauce. What do you know about the others who don’t? What have you experienced that others haven’t? By adding in your secret sauce and your personal experiences, you are more likely you get social shares backlinks and generate more traffic. If you’re just regurgitating what everyone else is already saying, then there’s nothing unique. So in every content piece, try to add your personal experiences. That’s how you beat the helpful content update. You just go above and beyond and delight users.