How to Improve Organic CTR
[This is a transcription from the Clickx Marketing Hack of the Day video series.]
Hey guys! I’m Solomon with Clickx, for today’s Marketing Hack of the Day, I’m going to teach you how to write meta descriptions that capture the attention of the searchers. We’re showing you how to get more clicks with your meta description, let’s get started!
Review Your CTR, Title Tags, & Meta Descriptions To Succeed In Search
You probably know that Google has machine learning determining the click-through rate of every single site. And the site with the best click-through rate will win and it will continue to win in search. Especially, organic and in paid. So, think about how that affects your search rankings! If you’re actually experiencing that your rankings maybe dropping or you’re kind of sitting in the same place for a long time, you really want to look at your click-through rate to your website. You really want to look at your title tags and especially your meta description. That’s the goal of today’s video! At the end of this you’re going to know what you got to do to improve your click-through rate and you’ll have better chance of getting more traffic. I want you to get more clicks. So, think about clicks, not just traffic!
How do you get people to click on your page?
Update Your Old Meta Descriptions & Title Tags To Get Free Traffic
The only thing you have is your title tag and your meta description, right? If you have crappy meta descriptions, if you’re listening to me and your meta descriptions have been written to five years ago and you never looked at it again! I want you to go back and assess and examine your meta description and see, if you can work on making them better, because let me tell you, it’s going to get you free organic traffic by having a kick-ass meta description! If you don’t have any idea how to make your meta descriptions better, that’s really what I want to talk about. I want you to go examine the ads that are on the first page of Google. Take a look at the ad copies, the title and the descriptions of those ad copies and if you look at the ad copies, you realize that those folks that worked their butts off trying to get the best ad copy, because it’s all about click-through rate in paid ads.
So, if that’s you and you know these ads are rotating, all the time you have ads on the top, I mean literally the first page of Google is all ads now!
Emulate Your Ad Copies With Your Meta Descriptions
First of all, it’s very relevant to your search query. First of all, it knows what you’re searching for and the ad copies have been optimized over and over, they A/B tested, they’ve tested the hell out of everything they can test, and they have the best-in-class ad copy! Take a look at how you can emulate some of the same qualities of those add copies in your Meta descriptions! I bet you never thought about that before! Alright! If you can do that, you’re going to be off to a great start increasing your clicks, just by optimizing your Meta descriptions. And most of the time you ignore your Meta description, you leave it to Google to figure it out or if you have a blog post, you never thought about actually writing its own custom Meta descriptions, but I want you to think about improving your click-through rates, because that is going to get you more traffic, it’s going to get you more clicks folk, more clicks!
If you can work on improving your click-through rate, that’s really going to come down to how your title is written and how your meta descriptions is written! So, I’m giving you a couple of tips that you can use to go rewrite your Meta description. Yes! I said rewrite. That means I want you to go back and assess it. If you don’t have these qualities, it’s crap! Go back and redo it. I want you to get more traffic and I want you to get more customers! I don’t just say this out, because I want to create more work for you, but you realize that you’re dealing with machine learning!
Apply The 160 Character Limit To Write The Best Meta Descriptions
Now, let’s talk about length! Meta descriptions can be any length. You could write as much as you want, but Google will truncate anything that’s longer than about 160 characters. That’s all you got to deal with! If you’re doing Adwords, you know all about restrictions and how many characters you have in the ad copy. So, you understand that there are so many restrictions when it comes to ad copy and you can’t just write whatever you want and you just stick so many things into such a small short ad copy. It’s the kind of the same thing happens when it comes to organic search! So, I wanted to think 160 characters you have and how you’re going to write the best-in-class meta descriptions that you’ve ever wrote possible!
So What’s Included In A Meta Description?
The first thing you should do is work on your value proposition! Talk about your benefits in your meta descriptions. Alright! So the second thing is talk about your benefits! The third thing all you do is, if you can work on improving your social proof, talk about how many customers you serve! How long you’ve been in business and how many thousands and millions of whatever copies sold! Talk about that in your meta description.
Don’t Forget About Adding Keywords & A Call-To-Action
Next, I want you to make sure your keywords are in every single one of your meta descriptions. If you don’t think it is important, go watch, if you are typing a particular keyword, you’ll start to see that every mention of that keyword it’s actually bolded! So, think about making sure that your keywords is also in the meta description. And finally, if you can fit it and you should figure out how to fit it, I told you it’s going to be hard. You need to end with a call to action for them to click on it, to buy it, to do something to call you, whatever it is your call to action is you need to enter with it! So, let’s revisit it, you’ve got a value proposition, you mentioned all your benefits, you have social proof in there, you have keywords in there and you have call-to-action! Let me ask you, how does your meta description is looking? Have you done all of that for every single page of your site? Especially, the one that gets the most amount of traffic? If you haven’t, you’ve got a lot of work cut out for you! So let me tell you, if you can get this down right, you’re going to get more and more traffic month-over-month year-over-year just because you worked your butt off in writing the best-in-class meta descriptions ever written.
Thank you for watching.
Solomon Thimothy is the Co-founder of Clickx, a Chicago-based white label digital marketing platform. He has been in the agency space for over a decade and has helped 100s of entrepreneurs build 7 and 8 figure agencies. He helps agency owners on a 1:1 basis to scale sales and fulfillment. Follow him on twitter @sthimothy