A recent study showed that approximately 30% of websites don’t use meta descriptions, so by writing compelling meta descriptions for your client you are giving them an SEO advantage right out of the gate.
Optimizing meta descriptions for your website might be labeled as “controversial” because another study shows that 70% of the time, Google will rewrite your client’s meta description – usually because it’s not using the keywords that the user is searching for.
However, a well-crafted meta description can compel users to click! That means using keyword-rich descriptions that people are actually searching for, so when Google does use your meta description, it’s encouraging those clicks and acting as marketing copy for your website.
While Google has said that meta descriptions don’t directly affect a website’s SEO score, the Click-Through-Rate (or CTR for short) does directly affect the SEO score. If improving your client’s meta descriptions can result in a slight increase of CTR %, then the results would be huge.
To get the highest increase in conversions, we recommend focusing on the best-performing pages on your website – let’s say the top 10. If you can increase each of those pages by 2-3%, that could be enough to convert hundreds (or even thousands) of visitors for your business!