How To Write Engaging Meta Titles And Meta Descriptions

Want to learn how to write engaging meta titles and meta descriptions for your website pages and posts? Well, if so, then you’ve come to the right place! This guide from Goldstein Brossard explains precisely how to write engaging meta titles and descriptions, which help drive online search users to your site.

However, before we get started teaching you all about writing strong meta titles and descriptions, we should first describe what they are and how to set them! So, without further ado, let’s get started!

What Are Meta Titles And Meta Descriptions?

Meta titles and meta descriptions are nothing more than industry terms for the title and description associated with any particular webpage. They’re also what search engines (like Google, Bing, and Yahoo) use to show searchers what kind of content to expect when they visit your page or post. They’re also the first impression a user gets regarding your website, content, and branding. A well-constructed meta title and description can draw users in, while a poorly-made titles and descriptions do nothing but deter users from ever clicking on your site.

Okay, that explains what titles and descriptions do, but to get an excellent handle on titles and descriptions, a visual example is always best. Below, you’ll find examples of both well-written and poorly-written meta titles and descriptions displayed on Google when we searched for the term “personal injury lawyer.”

Here you can see the main keyword (personal injury lawyers). You can also see that the title and description are fully displayed and that they inform the reader of exactly what they’ll find on the page. They also include a call to action in the description.

 

Here you can see that both the title and description are truncated. Also, note that the title and description don’t clearly reflect what searchers should expect from the page they link to.

How To Write Engaging Meta Titles

First of all, meta titles for web pages and posts should be between 60 and 70 characters long. Otherwise, you run the risk of truncation when displayed on search results pages.

Okay, now that the technical details are out of the way, onto the more subjective parts of writing good titles.

Writing meta titles is similar to writing an engaging title for any other piece of written work. It should explicitly state the subject of the piece, and make the reader want to learn more. However, your strategy for writing engaging meta titles changes depending on the type of content you’re writing them for.

For example, let’s assume you’re writing a meta title for a practice areas page for your law firm’s website. In this type of situation, your meta title strategy should focus on both quality SEO and stating your primary keyword (or subject). It’s always best to keep these types of titles short, sweet, and to the point. Don’t overstuff the title with colorful language or readers-digest style hooks. For example, here’s a title we’d recommend for a page with “personal injury lawyer” as the main keyword and subject:

Personal Injury Lawyers | Personal Injury Defense Attorneys Near You

See how the above title starts with an essential keyword, then repeats the keyword in another form after the pipe? That’s the exact strategy you should take when writing engaging, SEO-friendly meta titles for service pages and other main website content.

Writing Meta Titles For Blog Posts And More Reader-Friendly Content

While titles that are short and sweet make the most sense for main website pages, they’re not the best for more reader-friendly types of content. If you’re writing a title for a more reader-friendly piece of content, then your strategy should be more artistic. You don’t need to focus too heavily on the main keyword, and your title should hook readers. After all, the whole point of blog posts and reader-friendly content is, well, to attract readers.

For example, here’s the title we came up with for the very blog post you’re reading right now:

How To Write Engaging Meta Titles And Meta Descriptions | SEO Tips

Do you see how that title is a little more informative and speaks to the reader more than the title we wrote for the fictional “personal injury lawyers” page above? Well, that’s precisely what you want when crafting titles for blog posts and reader-centric web content.

How To Write Engaging Meta Descriptions

Meta descriptions appear below the title and provide a brief description of the piece of content they’re attached to. They also must be between 140 and 165 characters long. Otherwise, search engines may truncate your description, which doesn’t help funnel search users to your site.

Okay, with the technical stuff out of the way, let’s get into how to write engaging meta descriptions for your pages and posts.

Writing Meta Descriptions For Service And Landing Pages

As with meta titles, your strategy for writing engaging meta descriptions varies depending on the type of content you’re writing them for. If you’re writing a description for a sales-funnel or service page, then you need to make sure it’s well optimized for SEO. You should also provide a brief description of the content they’ll find on the page. It’s never a bad idea to brag a little here and to make sure you add a strong call to action (like a contact prompt). Here’s an example of a well-written meta description for the fictional “Personal Injury Lawyers” page we wrote a title for above:

The personal injury lawyers here at *Law Firm Name* have the education and experience to represent you in a court of law. Contact us for a consultation today!

Writing Meta Descriptions For Blog Posts And More-Casual Content

In contrast, if you’re writing a meta description for a blog post or other reader-focused piece of content, then you want to describe what readers should expect to see in the full post. In other words, a short, paraphrased excerpt from the introduction of your post often does quite well. For example, here’s the meta description we used for the post you’re reading right now:

Learn how writing engaging meta titles and meta descriptions help get new customers with this guide from the SEO professionals at Goldstein Brossard.

As you can see, the description above is much more on-topic and attempts to persuade the searcher to click the link and continue reading. Contrast that with how we wrote the description for the service page. Do you see how they’re similar, yet the call to action is different? In the description for the service page, we wanted to get the reader to contact the firm immediately. However, when we wrote the description for this blog post, we tried to convince the searcher to click through to read more. Both descriptions will help generate clicks, but the end-goal for the targeted searcher is entirely different.

Contact Goldstein Brossard For Help Writing Engaging Meta Titles And Meta Descriptions Today!

Well, that was a lot of information on two seemingly small parts of writing an engaging piece of web content. However, they’re arguably two of the most critical cogs in the SEO machine. Learning to write engaging meta titles and meta descriptions is the best way to draw online search users to your site. And, the more users you get, the more new customers and clients you have access to. If you’d like help writing engaging meta titles and meta descriptions, then contact Goldstein Brossard for assistance. Our team of professional SEOs has some of the best title and descriptions optimizers around. Contact us to learn more today!