HomeSEOThe Significance of Writing Efficient Meta Descriptions

The Significance of Writing Efficient Meta Descriptions

Earlier than you begin: should you’re unfamiliar with the ideas of statistical web optimization split-testing and the way SplitSignal works, we’re suggesting you begin right here or request a demo of SplitSignal. 

First, we requested our Twitter followers to vote:


Right here’s what different web optimization professionals need to share about this take a look at:

Lila H., Proprietor and Founding father of BL DIGITAL:

It is going to be troublesome to worth the impression, since google can rewrite additionally the meta description to spotlight the question of the person and serve higher outcomes. I might say constructive for the examine signal.

Trevor Stolber, Digital Marketer at

I believe the after outcome will carry out higher however it can solely be a small sign

Discover out if our followers have been proper by studying the whole evaluation of this take a look at.

The Case Research

Optimizing meta descriptions is one thing that almost each web optimization has devoted time and a focus to in some unspecified time in the future of their profession. The aim of the meta description is to tell and have interaction search customers with a quick, related abstract of what a specific web page is about. 

Again in 2009, Google introduced that meta descriptions and meta key phrases play no position in Google’s rating algorithms. Nonetheless, the meta description can have an effect on a web page’s click-through fee (CTR) in Google SERPs, which may positively impression a web page’s potential to rank. 

Meta descriptions are written for customers, they usually considerably impression person habits. That is why optimizing your meta description is simply as essential as optimizing your title tags.

Google can use textual content from the content material attribute of a web page’s <meta title=”description”> tag to generate a snippet within the search outcomes. Whereas there is not any restrict to how lengthy a meta description will be, you will in all probability need to preserve it round 155 characters, because the snippet can be truncated in Google search outcomes if obligatory, often to suit the width of the machine.

Through the years, many articles have been written about creating the right meta description, however the reality is that the right meta description can be completely different for nearly each web site. That is why it is essential to check completely different parts, akin to CTAs (call-to-actions) or USPs (distinctive promoting factors), to seek out out what matches greatest with the person’s search intent. OrangeValley needed to check these parts for one of many largest e-commerce events within the Netherlands.

The Speculation

The web site in query had its class web page meta descriptions arrange like this:


For this take a look at, we targeted on two parts: the CTA and including USPs. Based mostly on SERP analysis, we hypothesized that switching from “Order your espresso machine from Blokker for the very best worth” to “Purchase your espresso machine from Blokker for the very best worth” would higher match the search intent of the person. We have additionally included “✓Free returns ✓May also be picked up” as USPs to set off the person to click on on our search outcome.

The Check

We used SplitSignal to arrange and analyze the take a look at. 300 class pages have been chosen as both variant or management by means of stratified sampling. We kicked off the take a look at and ran it for 21 days. We have been in a position to decide that Googlebot visited 98% of the examined pages.

The Outcomes


After 21 days of testing, we reviewed the outcomes. We noticed that the site visitors to the variant pages carried out higher than the management group, which suggests the take a look at is constructive. Altering the CTA and including two USPs resulted in a 6.5% improve in clicks to the examined pages.

After eight days, we have been in a position to decide that this improve that we noticed was vital. When the blue shaded space performs beneath or above the y=0 axis, the take a look at is statistically vital on the 95% degree. Which means we will be assured that the rise we’re seeing is as a result of change we have now made and to not different (exterior) elements. 

Word that we’re not evaluating the precise management group pages to our variant pages however slightly a forecast primarily based on historic knowledge. We examine this with the precise knowledge. We use a set of management pages to offer the mannequin context for traits and exterior influences. If one thing else adjustments throughout our take a look at (e.g., seasonality), the mannequin will detect and take it into consideration. By filtering these exterior elements, we achieve perception into the impression of an web optimization change.

As talked about earlier than, meta descriptions are written for customers and considerably impression person habits. Google as soon as mentioned that customers are sometimes the very best judges of relevance, so if a person selects a specific search outcome, it’s more likely to be related, or not less than extra related than the alternate options introduced. This take a look at exhibits that we’re heading in the right direction.

Evaluation of the info exhibits that this take a look at affected the click-through fee (CTR) on the pages examined. In comparison with our modeled management group, rankings and impressions remained pretty secure. The rise in clicks appears to be purely as a result of habits of Google customers. 

As an web optimization, you want to take into consideration and experiment with completely different parts that make up a meta description. Discovering methods to face out and be probably the most related reply to a search question is important for optimum natural efficiency. For additional testing, Blokker now has a brand new meta description for his or her class pages.

As a result of scale at which we’re implementing this alteration, it is among the most profitable assessments for Blokker. Remember the fact that one thing that works for one web site might not work for an additional. The one approach to know for certain is to check what works for you!

Have your subsequent web optimization split-test analyzed by OrangeValley Company.



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