Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How to Write Great Meta Descriptions That Increase Your Clicks and Conversions

How to Write Great Meta Descriptions That Increase Your Clicks and Conversions Blog Feature

Marcus Sheridan

Keynote Speaker, Author & Partner, Author of ’They Ask You Answer”, Presented 250+ Sales, Marketing, & Communication Workshops Worldwide

March 13th, 2018 min read

A couple of quick points to make sure we’re on the same page to start this article…

  1. SEO is not going anywhere anytime soon, so we may as well embrace it, especially considering a business’ sales can rise or fall by millions of dollars based on search engine results. This being said, it’s critical that we all understand how to write great blog titles, meta descriptions, proper URLs, header tags, etc.—and not just create great content. (As I’ve said before, if you’re striving for “great content” without paying close attention to SEO opportunities as well, you’re foolish for not striving to achieve your potential.)
  2. The most common SEO mistake we see from businesses looking to embrace blogging and better content marketing is bad titles. Write great blog titles and you'll get great results
  3. The second most common SEO (or back-end) mistake businesses make with their content (other than bad content itself) is the issue of writing poorly formed meta descriptions, which will be the central theme to this post.

 


 

What is a Meta Description?

In simple terms, a meta description is an HTML tag that is used to describe a web page/blog article (same thing) in snippet form, and can be customized quite easily on most platforms, especially with Wordpress, by simply using something like the All-in-One-SEO Pack. There are 3 places each of us see meta descriptions every day, making their proper structure and styling all the more important:

  1. In search engine results, underneath the page title and URL—and something most searchers (that would be you and me) briefly review so as to confirm our decision to “click” (or not click) a particular page. ***Note: Although a Meta Description isn’t necessarily about “SEO” per se, it can have a dramatic effect on click through rate, which is exactly why it merits our serious attention. [More Clicks=More Visits=More Social Shares and Links=Better SEO]
  2. In social media settings where, when sharing a page of a site, the description is shown.
  3. In social bookmarking sites, where as with social media, meta descriptions are often used with content snippets.

 

Without many of us even realizing it, Meta Descriptions affect our actions (and spending) online each and every day throughout the world, thus meriting our serious attention. Without many of us even realizing it, Meta Descriptions affect our actions (and spending) online each and every day throughout the world, thus meriting our serious attention.

As I look around the web each day, I’m amazed at how many people and businesses miss the mark when it comes to the proper writing of meta descriptions, which is exactly why I wanted to show a very simple and effective method for writing a great one with today’s post.

Talk to Me, Make it about My Problems, Then Solve My Problems

Quick question for you, and it’s a tough one…

Why do people use search engines (Google)?

1. Because they want to solve their problem in that moment.

or

2. Because they want to be sold something, and hear about how awesome your company is.

OK, so it wasn’t such a tough question, but hopefully you get the point—people use search engines to get answers and solutions, and their ability to gauge whether or not a website does that generally starts with the page title, the URL, and the meta description they see in search engine results.

That being said, think for a second about the types of meta descriptions that turn you off when you’re searching for something vs. the ones that appeal to your senses and lead you to the ultimate goal of making “the click.” What does that meta description look like?

Generally, for most all of us, a great meta description is directly associated with our question/need/problem—and we have the ability to decipher that quickly.

Furthermore, the feel and tone of the description is personal, real, and the opposite of robotic.

It is for this reason why I generally suggest great meta descriptions start with a question regarding a person’s problem and then offer a solution to said problem (without sounding "salesy")—all of which should be done in a personalized form in less than 150 characters (as this is the limit). In fact, I suggest you utilize 3 parts to a powerful meta description:

1. Ask a question that shows empathy and has a personal feel

2. Make sure said question repeats the keyword goal of the post (If you don't have one, there is a good chance you should, although this is not always the case.)

3. Tell the reader they'll find the answer to what they're looking for.

For example, let’s look at a typical meta description used in one of my most successful articles at my last company, The Sales Lion: 

As shown here, great meat descriptions generally have 3 essential elements. As shown here, great meta descriptions generally have 3 essential elements.

 

By using these 3 simple steps, and repeating the process again and again, you'll see how easy it is to produce trust-inducing and click-worthy meta descriptions that brings your web content results and more visitors. In fact, I'd suggest that if all your current meta descriptions for the pages of your website are not customized and follow a similar pattern that you take the time to fix them. Trust me, I've had many, many clients perform this task with old content and it always helps move the needle.

Here one more example just to make sure everyone sees how to apply the same pattern again and again with this:

 

Great meta descriptions are about "helping," not selling, as shown in this example. Great meta descriptions are about "helping," not selling, as shown in this example.

 Your Turn

Hopefully, you now see just how easy this process is with respect to creating powerful meta descriptions that get more click-throughs and lead to stronger results. A quick question for you: Up to this point, how have you been designing your meta descriptions? Are there any patterns you follow? Do you feel the steps mentioned in this article will help?

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE