What is relevancy?
Google and other major search engines are largely focused on providing the best user experience by returning the best possible results for a user’s search term.They serve their results based upon a combination of content that is relevant to a searcher’s query and its perceived usefulness. Google will always favour websites that offer the most relevant information and are the most authoritative.If content is used correctly on the page, relevance can be a major factor for getting good organic rankings. That’s why creating unique content and structuring it effectively across your website is a vital component to achieving optimum organic performance.
So, what is the first thing you should be considering when laying out a strategy for your website’s relevance? I’m going to talk you through each step.
- Keep it short and simple: it is advisable to write short, concise descriptions that do not exceed 155 characters.
- Highlight your unique value proposition: accentuate the unique features and benefits of your products or services and differentiate them from the ones provided by your competitors.
- Make your meta description welcoming: is your meta description a courteous doorman or a rude bouncer? Remember that you write for people, not for machines, and make sure your page descriptions are inviting and user-oriented.
- Include a powerful call to action
- Name dropping may be helpful: listing the names of some important clients or partners could accentuate your qualifications and boost your credibility; just don’t overdo it.
- Experiment, monitor, and improve: don’t be afraid to experiment! Roll out the first version of your page description, evaluate its results, and make changes if necessary. The key is to understand exactly which elements work better for your website and for your entire niche
- Keep it simple and concise (by all means, don’t exceed the 156 character limit; otherwise Google will just truncate it for you). Here’s an extra tip: use http://www.submitshop.com/seo-tools/meta-tag-analyzer to count the characters of your meta description.
- Add a compelling call-to-action
- Highlight the best features/benefits that make your company unique in your niche
- Incorporate one or two relevant keywords, but without jeopardizing the meaning and the logic of your Meta description
- Write with your readers in mind (think about it this way: what type of information would make you click on a competitor’s site?)
- Don’t get overly technical, use a friendly tone and everyday words to make yourself understood by a larger audience
- Describe your page in a natural, accurate manner
- Build your message around highly trafficked keywords
- Make sure every single page has a unique, short, compelling Meta description. Google is not a big fan of duplicate content, so the highest level of originality is a must-have. If you want to please Google, note that it is better to leave your page description blank than to post duplicate page descriptions.
- Mention your company; even if the name of your company is mentioned in the title, don’t hesitate to include it in the meta description. This will help your readers find your webpage faster and easier.
<head> <meta name="description" content="This is an example of a meta description. This will often show up in search results."> </head>