A common misconception is Meta descriptions help your Search Engine results positions.
Rest assured, they don’t, but they do improve your click-through rate. It’s important to make sure they’re filled out, and they entice people to click your link.
A meta description is a snippet of up to 320 characters, that summarises your page content.
A title tag specifies the title of your web page.
Check out both example below:
Search Engine Land summarises it perfectly in their article 21 Essential SEO Tips & Techniques by saying:
The meta description tag won’t help you rank, but it will often appear as the text snippet below your listing, so it should include the relevant keyword(s) and be written so as to encourage searchers to click on your listing.
So, now we know their importance, how do we change them?
If you’re using WordPress, we recommend using the very popular plugin Yoast SEO.
Yoast is an all-in-one SEO toolset, used by literally millions of people. It’s popular for a reason, super simple to use and very helpful!
Once you’ve installed and setup the plugin, you’ll notice a new section below your usual post editing area, it looks like the screenshot below.
As you can see, you can edit your Titles and your Meta Description right on the page or post you’re editing.
There are also some helpful green progress bars, letting you know when you’ve used the recommended amount of characters.
Writing great Meta Descriptions is a copywriting skill in its own right. It’s effectively asking users to click your link through the great use of words. It’s not uncommon for businesses to ask for professional help to get these done. If you’ve got a ton of pages on your website, it may be worth bringing in help.
If you’re doing it yourself, here are two quick tips to get you on the right track.
Let’s face it, it’s a call to action. It’s telling a user what they can do, or what to expect when they click your link. Using verbs in your descriptions, and what your user should expect when they click your link is a great start. Verbs like “Discover”, “Learn”, and “Read” are common uses.
Tell your user what they can expect when they click your link. If they’ve asked a question, you can imagine the frustration if your page is not the answer!
If they are disappearing because your description wasn’t accurate, it’s going to contribute to your bounce rate.
Write a sentence that lets your user know what to expect, and why they should read it. Be as clear as possible on the content you are serving.
Want to take your Search Engine Results to another level? Make sure to check out our article on Schema for WordPress.
In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.
By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.
In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.
At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.
There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).
They do try to hide it on their website though so make sure you follow this link in order to get to the right page.
The free version of this software lets you:
Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.
But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.
We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.
By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.
There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.
Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.
Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.
Hotjar tools include:
Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.
While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.
For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.
Lead generation doesn’t have to be an expensive endeavour.
What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.
If you believe in your business’ ability to help its customers then all you have to do is let that shine through.
Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.
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