Do Meta descriptions have any role in improving the ranking of a website?

There is a notion that Meta descriptions do not contribute towards the ranking of a website. That is the very cause why these short descriptions are not prepared by experts. Many often the interns handle these descriptions. Some also never mind to make copy-job from their own website. But very few webmasters know that these short descriptions can also have a great impact on the ranking of the web pages. An optimized Meta description can be a great part of search Engine Optimization.

How the Meta description is a vital metric in SEO:

Meta Description may not contribute directly towards the Search Algorithm but the number of visitors can affect the search algorithm. The behaviour of the readers can too influence the search ranking. As “click through rate” is an algorithm process. Meta description can increase this click-through rate as the visitors never always click the interesting and killer content. Major search engines like Google and Bing put emphasis on the CTR (Click-through rate) to judge the website’s performance.

One can create killer descriptions to increase the number of clicks on the SERP entries.  The more the number of clicks, the higher the rank goes. Major search Engines are taking the three factors as metrics for SERP entries. The three Factors present on the entries are Title, URL and Meta description. When the three metrics of SERP entries are carefully chosen and written, undoubtedly visitors click and want to dwell on the website.

The webmasters have to be careful while creating the Meta descriptions but only by being careful does not increase the click-through rate. Knowing certain things can help one increase the CTR.

Know how to write interesting Meta descriptions:

Using Persuasive and simple language:

The tone of persuasion must be present in the description. The description must demand action. At the same time the language has to be simple so that the reader can understand the description at once. In simple terms the description that invites response is the perfect one for the SERP entry.

Use of keywords:

The keywords are the major factors in making the visitors understand the description. The key words do not matter for the Search Engines but these are vital for the visitors as these make the visitors understand the products that are being offered by the websites.

Putting Information:

The description must contain some descriptions about products or services. That makes it further valuable for the readers. At the same time the information must be presented in a curious way so that visitor will think about reading the whole page. A piece of information filled with all curiosity can evoke the reader to enter the website and read further.

Description must be made within stipulated length:

Most of the search engines have fixed the length of the description and it must be made within 156 characters. The length must be kept in mind to have the right words, right theme and right language to attract the visitors.

When the webmaster takes care of these factors while developing descriptions, the ranking of the website can be higher through CTR.