Connect with us

MARKETING

How To Write Meta Descriptions

Published

on

How To Write Meta Descriptions

I’ll be the first one to admit it: the first time I wrote a blog post, I had a lot of new terminology to learn.

Specifically, I didn’t know the purpose of a meta description and why adding one to a blog post was so important. After all, wouldn’t Google highlight the most relevant part of my blog in search results? Not quite.

This post will show you why meta descriptions are important and how to write effective ones. Before all that, though, let’s discuss what a meta description is.

What is a meta description?

A meta description is the snippet of information below the blue link of a search result. Its purpose is to describe the contents of the page to the searcher.

Any words that match the search term are bolded in the description. The end goal is to convince and persuade the searcher to click through to your website.

Here is an example of a meta description as it would show up on a search engine results (SERP) page:

example of a meta description on a serpNotice that, because the query is “What is inbound marketing?”, the two words are bolded in that meta description.

Also notice how the meta description gives a clear and concise snapshot of the topic, which signals to the reader what they can expect.

To remain visible within Google, you should keep your meta descriptions somewhere between 140-160 characters in length.

Why are meta descriptions important?

Meta descriptions are important because they let Google know what your webpage will be about. If Google can read and comprehend the content of your meta description, they will have an easier chance of ranking your page to answer search queries.

🧡 TL;DR: Meta descriptions increase organic traffic and bring more eyes to your webpages.

If you don’t include a meta description, Google will display a snippet of text from the first paragraph of your page. If there’s a search keyword in that text, it’ll be bolded. While this isn’t a bad thing, not including a meta description means missing out on the chance to personalize the message you deliver to browsers.

Meta Description Examples

Meta descriptions should be quick, one- to two-sentence summaries of the content within your web page. They should tell the reader what they can expect to find after clicking on your link. For example, here’s a meta description for a data-driven marketing report:

1651144966 802 How To Write Meta Descriptions

This meta description accurately describes what will be found in the report, who is presenting the information, and why the content will be helpful to readers. If browsers were typing in queries such as, “SEO trends in 2021,” it’s likely that this meta description will appear in their results.

Meta descriptions follow a few simple rules: They’re short, descriptive, and use keywords. But after that, you have free reign to play around with what they will say. Use this to your advantage when you’re creating your meta description:

Screen Shot 2022-04-13 at 4.21.44 PM

If you know that your webpage will present content that’s usually considered a bit dry, the way to engage browsers is to make a compelling meta description, like the one above.

Readers often check only the first page of results for their search queries. Because of this, where you rank on a webpage matters. Even though meta descriptions aren’t the be-all, end-all that determines your rank, (you’ll want to fully optimize On-Page SEO for that), they sure do help.

A great meta description has the potential to appear on the first page of results, and a great one might even be first, like this example below:

real estate search results

The meta description told Google how their page will fix the challenge of the query.

Now, you may wonder if there’s a secret key or formula to writing a perfect meta description, besides the rules above.While the secret key hasn’t been located yet, there are some tips and tricks you can follow when writing your meta description. Let’s talk about a few, next.

Meta Description Tips

Google suggests that a meta description should tell users what that web page is about. Based on the information in a meta description, the search engine ranks results on relevancy.

Think of meta descriptions as a pitch for your webpage. Communicate why the page will be helpful to the reader, and make sure it accurately reflects what’s on the page. If a reader doesn’t find what the meta description promises, they’re probably going to click away.

Let’s get into some tips for writing an amazing meta description.

1. Answer the question.

It’s likely that people are on Google searching for an answer to a question. Try to get into their heads and think about what they’re looking for that your content can help with.

Use your meta description to answer that question with a solution or benefit. For example, let’s say your web page provides readers with a free template for writing standard operating procedures.

The question audiences will most likely Google is “What is an SOP?” Your meta description, then, should tell readers that they can use your guided template to learn how to write one. For instance, this would be my meta description if I were to write one to answer this query:

💻“Learn everything there is to know about writing a standard operating procedure (SOP), and find out how to write one that’s amazing.”

This meta description answers the question and provides a little detail about the rest of the contents of the post.

2. Mention a solution to the challenge.

Provide a solution to the challenge your readers are looking to solve. For instance, if you’re writing a blog post that’s a listicle roundup of helpful CRM software, mention how many items are in the post and why that post will be valuable to readers.

If I were to write a meta description for a roundup, in this case, I would go with something like this:

💻“Discover the 15 best CRM software options for your small business and learn why they’re great for simplicity, customer retention, and organization.”

Remember, meta descriptions are the elevator pitch of your page — sell the content of your post in a way that will get readers to click. This description tells readers how many options they will read about and why they’re important to know.

3. Keep the description concise.

The body of your page is where you’ll educate your audience, so the meta description doesn’t need to be lengthy. Provide a quick summary of the page — or the point of the page that will stand out to readers. Meta descriptions should be under 160 characters long.

A good way to check the length of a meta description is to draft a tweet. Twitter limits you to 280 characters and lets you know when you reach your limit:

meta description tweet checkIf your description fills more than half of the circle in the tweet box, you should think about trimming it down. Meta descriptions should serve as a snapshot, not the body text of the post — save that for when the readers access your page.

4. Don’t overuse the keywords.

While your meta description should have keywords, it also should read naturally to the reader. If you overuse keywords just to get a high rank, readers might not understand your meta description. A tough-to-follow description could turn a browser away from your page.

For example, let’s say your webpage is delivering a content offer for interview materials and the primary keywords are “interview success,” “tips for great interviews,” and “interview preparation.”

You could write a meta description that reads along the lines of, “An interview success offer that’s free to download to be successful in preparing for interviews.” However, this reads a little clunky and is hard to follow, right? Instead, try going with something more smooth:

💻“Learn the tips and tricks for acing interviews with this downloadable job seeking kit.”

This description still uses two keywords but also makes sense to the reader and gives them the background information they need to know how that offer page will help them.

5. Be engaging and unique to readers.

If you can, make your meta descriptions fun and engaging to read. Something eye-catching that will stop the reader from scrolling through a SERP. This is especially helpful if your webpage content is meant to be engaging and unique.

Match the tone of the content in your meta. Let’s say the content for your webpage is a blog post about funny workplace memes. Your description of this could be straightforward and accomplish everything a meta description should, such as, “These 20 workplace memes are funny, timely, and shareable.”

A description like that covers all of your bases, but it leaves the personality out. The post sounds like it was fun and interesting to put together, so that shouldn’t stop with the body text! Instead, try this more compelling approach:

💻 “Brighten your work day with these fresh, fun memes that any professional can relate to. Cat videos, anyone?”

A description like that sells your content, tells readers what they can expect, and still manages to be interesting in just two sentences.

6. Entice readers with a call-to-action.

If you want to persuade the reader to take action — or create a sense of urgency — try tacking a call-to-action at the end of your description.

Let’s look at this example from Neil Patel:

Screen Shot 2022-04-13 at 3.51.52 PM

There are plenty of CTAs to choose from — for example: Learn More, Sign Up Today, or Start a Free Trial. Context matters here, so choose one that works with the content you’re providing.

7. Avoid duplicate meta descriptions.

While Google won’t actively penalize you for duplicating the meta descriptions on your site, it’s still bad for SEO. Why? If you have too many identical descriptions, search engines may flag some of your content as low-quality or redundant, thus impacting your ranking.

Instead, make it meaningful, easy to understand, and descriptive — like it’s an elevator pitch for your blog post.

Back to You

Your meta description is your chance to win over readers. Be sure to create an engaging meta description for your website that persuades people to choose your content first. After all, if your webpages are made to be helpful and valuable to browsers, so should the content that’s describing it.

evaluate your website's SEO for free

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why The Sales Team Hates Your Leads (And How To Fix It)

Published

on

Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending