One of the most overlooked parts of web design is the meta description. However, it is one of the first things that a user sees when scanning a search engine result page. Capture a viewer’s attention here, and you will instantly raise your click-through rate. Here are some tips that you will want to keep in mind when writing meta descriptions for e-commerce sites.


Make Meta Descriptions Unique

One of the biggest mistakes that e-commerce sites make is to use the same meta description on each page. While this can be a huge time saver, it may lead to penalties from Google for duplicate content. More importantly, you are giving up the opportunity to convince viewers that you have what they need. Therefore, spend the extra few minutes and write a unique meta description for each page. You can use a tool, like Alexa’s SEO Audit Tool, to help you find duplicate meta descriptions so that you can fix them.


Utilize the Right Length

In November 2017, Google started allowing meta descriptions up to 350 characters in length. They then restored the previous 155 character limit in May 2018. The company may choose to update their policy again in the future. Whatever Google decides, make sure to make each character in your description carry its weight. Try to incorporate short words. This is because real users will use these common terms when searching for the exact product(s) appearing on that page. Each page that you create should have a keyword in it. Therefore, use it once, but do not try to stuff all your keywords into the meta description.


Create Ads for the Page

You should be selling users on the value of clicking on your page when they read your meta description. Every web page should have a call-to-action, and so should your meta description. Use active voice as much as possible allowing the user to see themselves doing something.

Just like writing other forms of advertising, concentrate on showing users the value that clicking on your site has to them, and be sure to deliver on your promise. You can do this in several different ways:

  • Use excerpts: You may want to use an enticing excerpt from the page. However, do not use quote marks as they are often used in HTML. This can cause problems when used in meta descriptions because of the other code used. Many review sites use a recent user review as their meta description.
  • Describe Benefits:?Describe the benefits of clicking on the link to viewers. For example, our LinkedIn meta description reads, “See more information about Kobe Digital, find and apply to jobs that match your skills and connect with people to advance your career.”
  • Define your Company:– Show users why your company is the perfect fit for them. For example, one of our meta descriptions reads “Kobe Digital is a programmatic marketing agency that designs, builds and manages cutting-edge campaigns for top companies around the world.

Every web page should have a call-to-action, and so should your meta description. Use active voice as much as possible allowing the user to see themselves doing something.


Be Used as Part of a Larger Plan

Your meta description does not stand alone. Therefore, you should use Schema Markup to provide as much detail to the viewer. In most cases, you will want to pay particular attention to using itemscope. This allows search engines to know what item you are talking about. Itemtype allows you to identify what type of item it is. Lastly, itemprop allows you to specify additional details. Additionally, keep in mind that your meta description will appear under the title, so there is no need to repeat the content found in the title. You can use Google’s Structured Data Markup Helper to help you create your Schema.


Keeping these tips in mind will help you write compelling meta descriptions. As a result, this will increase your click-through rates and may help lower your bounce rates. This may be important factors in how your page ranks on search engine results pages. If you need help, then contact us, and we will be glad to assist you.

Digital Strategist
Jennifer’s love for digital marketing started at a young age while managing blogs and social profiles for her family’s businesses. Since 2013 she has been working in the space professionally and holds a degree in marketing from the University of Maryland. One of her greatest pleasures is seeing our fulfillment team execute the strategies she outlines, and seeing the finished product.