Quick: search for your website in google. See that text that comes up below the underlined link? That’s called your “meta description” and it’s prime real estate for making your website “click bait” in google’s search results!
The meta description is often thought of as just another boring step in a search engine optimization checklist but it’s actually incredibly important – it helps searchers decide if they’re going to click on your site or pass it over for the next result. And you’d be surprised how many sites have gibberish in their meta description! You need a description that gives searchers the information they’re looking for and compels them to click.
Need to improve your site’s meta description? Write two sentences that describe the main benefit your business/website provides. This is a place to show some personality but not get TOO creative – you need to ensure that your description is crystal clear to someone who has never heard of your business. So if you’re a local toy shop, “we think toys are awesome” is great, “playthings for your inner wandering explorer” is not.
To change your site’s meta description, you’ll have to go into the code. You can read a how-to here, or pop your description over to your web guy to add to your site for you. If you’re a WordPress user, I recommend the All In One SEO plugin to fine-tune your descriptions.