The meta descriptions for your Web content could be just about the most powerful marketing tool at your disposal.

You're almost certainly underusing meta descriptions, yet they won't cost you a thing.

Let me explain... As a savvy marketer, you know how important SEO is. You're aware that ranking highly for commercially valuable keywords is crucial to the digital health of your business.

However, the human element of SEO often gets overlooked. The fact is that we need to tailor our marketing strategies for people as well as machines.

The trouble with SEO is that it's sometimes easy to focus too much on the techie side of things. And as it turns out, there are a lot of traditional marketing techniques that we can apply to an SEO action plan.

The Case With Google

For example, Google requires us to have good sales skills.

The company recently revealed that it uses click-through rates as a ranking factor in searches.

It's now no longer enough just to get your business to page one. Now, you also must show that you're a popular search result when you get there.

Let's say that you rank in fifth position on page one for a certain keyword. Google will monitor how many people click on your page.

If your Web page hoovers up a lot of clicks, Google will probably bump your page up the search results.

The reverse is true. If no one clicks on your page, your ranking is likely to drop like a stone. (And, if it gets an appropriate level of clicks in relation to the other pages on the SERP, it'll probably stay where it is.)

From a strategic point of view, this approach makes total sense for Google. After all, it's Google's job to deliver the most suitable search results. A CTR can really tell Google a lot about how relevant your content is.

Remember, reaching page one of Google is only part of any ongoing digital marketing battle—that won't translate into profit on its own.

The Importance of Excellent Meta Descriptions

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You May Be Overlooking the Most Powerful Marketing Tool at Your Disposal

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ABOUT THE AUTHOR

image of Matt Press

Matt Press is an experienced copywriter who has written for some of the UK's biggest brands, such as Sky, Three, and Vodafone. He runs his own content marketing company, Splash Copywriters.

LinkedIn: Matt Press