Thoughts on meta descriptions - best click through rates

[bradkrussell]

Hi All,

I recently heard a tip from a prominent SEO'r that meta tags should be custom written by professional copywriters. Well, I want to head down that path.

What are your thoughts on these two options:

Buy the top-selling <xyz product="">. 20 year warranty, 30 day money guarantee + free, fast shipping! Includes <1-2 features or included accessories of product></xyz>

or

Buy our top-rated <xyz product="">today</xyz> & save! Over 20 5-star rated reviews + free, fast shipping! Includes <1-2 features or included accessories of product>

Would you focus on the warranty, reviews, product accessories, money back guarantee, free shipping over a certain cutoff, customer service (which we have a toll free number for) or another factor? Are there any good articles out there outlining this? Do you think the way I've structured it is good/readable? What about the use of '+' instead of '&'?

Is the cutoff limit still 156 chars?

Any thoughts/views/ideas are most appreciated! Thanks

[bradkrussell]

Hi Daniel,

We eventually went with:

With rave reviews and 20 year warranty, Swiss-made Bamix blenders are the very best. Buy today and enjoy personal service, free shipping and money back guarantee!

This way it illustrates why you should choose that product and why you should shop with us, plus a call to action in the sense of "Buy now..."

Thanks

[DanielFreedman]

Specific model name or number for blender is not important in the page description. But it might t well be used in the page title. And I  always try to write different descriptions for each page -- even if it's just a minor variation. For titles, of course, it's crucial there be no duplication.

[bradkrussell]

Yep - I like that one. Only question is, do you think it matters that the individual product name is not in the meta tag? I.e. the example you just gave would then be the same for all Bamix blenders we stock.

Thanks again!

[DanielFreedman]

You're definitely on the right track. A few comments:

• As a consumer, I'm not sure I care the blender is preferred by chefs. Could actually  be a turn off: it's more blender than I need for home use. I'd prefer a cheaper one. So, no thanks.

-I also don't care that this blender is the most popular. The issue is whether it's right for me.

Maybe something like:

With rave reviews and a 20 year warranty, Swiss-made Bamix blenders are the very best. So is our personal service. We include free shipping and a money back guarantee!

[bradkrussell]

Awesome responses guys, thanks!

Daniel - if I am talking about a 'Bamix Classic Blender 140W' for instance, with the following features/attributes:

1. 36% off RRP
2. Includes chopping blade and bench stand
3. 20 year warranty
4. Made in Switzerland
5. 23 reviews for this product, 20 of them being 5 star (other 3 were 4 star)

As well as our standard 'across the site' features:

1. Free shipping over $100 (this product is over $100)
2. 30 day money back guarantee
3. Best customer service in the industry (yes, we do actually have the best service and dont just claim to)

Could I use something like:

- Bamix Blenders are the best in the world. Swiss-made with a 20 year warranty, find out why the Bamix Classic Blender 140W is preferred by professional chefs

- Made in Switzerland for 55 years, Bamix blenders are the best in the world. With a 20yr warranty, find out why the Bamix Classic Blender 140W is so popular!

- Swiss-made Bamix blenders are built to last. With rave reviews, a 20yr warranty and free shipping, find out why they are our most popular blenders!

Or do you have any other ideas?

Once again, thanks guys. Really appreciate it!

[DanielFreedman]

I agree. With that in mind, I'd rewrite as:

**Anytown Fitness | Anytown, NY Gym and Fitness | Boot Camp                           **

Get you in the best shape of your life, no matter who you are. **Anytown Fitness: **Caring, supportive environment, rave reviews. Try us!

and if there was a $59 a month special, I might hold off on that info.

**Anytown Fitness | Anytown, NY Gym and Fitness | Boot Camp                           **

Get you in the best shape of your life, no matter who you are. Anytown Fitness: great staff who care about you. Just $59 per month.  Find out why we get rave reviews.

[Aran_Smithson]

I personally like the 'Find out why' bit, adds a bit of intrigue and makes me want to click through.

Not sure if its just me but when I scan through the SERPs I generally only read the first sentence or less of the description. With this in mind I would want to put my best statements first to ensure I grasp the audience and lue them in without them reading the whole description.

[DanielFreedman]

Both of your examples could be greatly improved. Way too many numbers.  And you're trying too hard to cram too much stuff in. You need more focus.  Far too many page descriptions read like transcripts of cheesy used car commercials.

You have to consider how page descriptions  look -- and work -- in conjunction with page titles. Words in the page title that are repeated  in the page description are bolded.

I generally hand craft page descriptions  for each page that make my client stand out from the competition.

My first draft might look something like this.

Example 1

**Anytown Fitness | Anytown, NY Gym and Fitness | Boot Camp                           **

**A****nytown Fitness **will get you in the best shape of your life, no matter who you are. Caring, supportive environment, rave reviews. Try us!

Example 2

Widget People | Custom Widgets and Doodads | Googas                                                          Save up to 70% when our certified widget makers lovingly handcraft yourdoodads & googas.  Family- run company, rave reviews. Find out why.

I'd then throw the descriptions into a character counter and refine. In Example 2, I might eliminate "Find Out Why" and sub "great service" to make the final phrase: "Family run company, great service, rave reviews."

Of course, I would never talk about rave reviews unless we had the Yelp and Google and other reviews to support the claim.

And I'd only use the & if I was short of space. I'd use + only in something like 500+ widget styles.