Why … Meta Descriptions?
Aren’t meta descriptions basic, boring SEO 101?
Answer: I see a LOT of terrible, mindlessly written meta descriptions out there.
Take … Macy’s for example:
Yuck!Yet, there are 18 million … eighteen million searches a month for ‘macys’.
Think of all the ad dollars brands spend in the name of ‘messaging’ (print, TV, slogans, etc), to then let 18 million of your customers see that.
That’s right, this post has nothing to do with rankings yet everything to do with branding.
More specifically, the space between SEO, Advertising and branding.
A place that’s not always easy to “measure” but deep in your gut you know it matters.
And the little, innocuous, yet huge message those 156 characters send.
Day after day after day.
For the full in depth experience, watch this video.
You don’t have to, but you may miss a few nuances.The Qualities Of A Great Brand Meta Description
Talked about in the video, they are:
They make your customer the ‘HERO’ (ie: hero’s journey).
They support your brand messaging, and align with other mediums (ads, print, social media)
They just sound/feel good and match your brand tone.
The Three Ingredients Of A Better Meta Description
There’s three common elements in all of business copywriting, that can also be used in descriptions:
Your customer’s problem
Your businesses’ solution
The outcome – both in results and emotion.
Here’s a handy cheat-sheet with the three ingredients that I think make a great meta description: