You’re putting in a lot of effort to run your business and even seek help from a professional dropshipping agent. You also work hard to market your dropshipping store. You’re writing product descriptions, optimizing images, and mastering the majority of the other aspects of effective search engine optimization (SEO). However, if you’re like many business owners, one aspect of eCommerce SEO may be causing you problems: meta descriptions.
This guide will teach you how to write compelling meta descriptions and optimize your website for search engines.
What exactly is a meta description?
A meta description is an HTML meta tag that acts as a 155 to a 160-character summary of the content of your webpage. It’s the text that appears beneath your page title. When the meta description includes the keywords being searched, search engines display it in search results.
Meta descriptions, unlike page titles, are not an SEO ranking factor, but they do entice users to click through to a page and are an important part of effective on-page SEO. They appear in the code of a page as meta name=”description” content=, followed by the written description. A meta description is your promise to searchers. It calls out to them in the midst of a sea of competing web pages, saying, “This is the page you’re looking for.”
How to Write an Effective Meta Description
Now that we’ve covered meta descriptions, you’re probably wondering, “How can I apply this knowledge to my business?”
#1. Consider the customer’s perspective
To begin, consider what would entice a searcher to click on your title tag. This necessitates answering two questions:
- What do you have to offer?
- Why should I purchase from you?
For product pages, the first query has a straightforward answer: you’re selling your product. The second problem will be solved by the fact that you are the one selling the product. Meta descriptions for your home page are a little more difficult to write. As we saw in the Death Wish Coffee example, the best thing to do is to emphasize your brand on a regular basis. That is the one thing your entire store provides, and it is the reason they should buy from you.
#2. Make it unique
Tell readers what you do, tell them about your unique selling proposition, and repeat this information several times because the meta description isn’t a place for subtlety. It’s common to struggle to come up with an effective meta description for your homepage, so be patient and think carefully about your brand.
Your meta description’s goal is to get clicks, but it’s also a chance to showcase your brand. “Think of meta descriptions as a continuation of your brand and a chance to clearly define your USP (unique selling proposition) using relevant keywords,” says Stephen Light, CMO, and co-owner of Nolah Mattress. “They’re little ads, and while the character length can feel limiting, they’re great for short bursts of promotion.”
Talk to people about your company, and craft a description similar to an elevator pitch. You should probably go through a few drafts. It’s critical to get it right because this will be many customers’ first introduction to you and your brand. You also don’t want to have duplicate meta descriptions on your website, as this can hurt your ranking.
#3. Maintain it at its optimal length
When it comes to the length of your meta description, stay under the 155-character restriction. Any text beyond that will most likely be chopped off by Google. As Fashion Nova does below, start your description with the most relevant language, such as action phrases or a few lines about your brand.
#4. Make it practical
Consider meta descriptions to be your eCommerce store’s welcome mat. Ensure that your description is concise, interesting, and actionable. Tell your readers what to expect when they visit your page. “Don’t use too many adjectives or fancy words,” Fazal Khan, Head of SEO at Epos Now, says. You might want to use words like “amazing” or “show-stopping,” but it might turn off searches. “Make sure it’s relevant to your page even if you’re using fascinating terminology,” he says.
#5. Add a call to action to your page
People will be compelled to click through to your page if you include a call to action in your meta description. They assist readers in comprehending what you have to provide and what to expect after they click. Focus on distinct motivations driving their search for eCommerce stores. If you search for a more general term, such as women’s shoes, you’ll see that the top results are a number of category sites. People surf category sites rather than product pages when they want to buy something. In your call to action, reflect those goals.
The following are some e-Commerce call to action examples:
- Purchase right now
- Investigate the collection
- Find out about new trends
- Look through the collection.
#6. Make use of your target keyword
To assist search engines, rank your page, find a way to integrate your goal term. Make sure it sounds like it was written by a human. For example, packing all of your target keywords into a meta description like “Buy Women’s Shoes, Women’s Tennis Shoes, and Women’s Shoes on Sale here!” doesn’t seem good for your company because it feels forced and robotic.
#7. Avoid using meta description generators
There is some debate about whether or not to use meta description generators. Descriptions generated by generators can appear dull and lack personality. They may, however, be effective if you are a brand with thousands of SKUs and insufficient resources to write them.