Use those Meta Descriptions tags to drive traffic.
A big misnomer about SEO is that everything we do is to increase search engine rankings. This is not true, our jobs are to drive and convert traffic, and there is no better example of that as SEO’s ignore the Meta Description tag. Even though this description tag doesn’t weigh at all into the search engine ranking algorithms, it is still a very powerful part of an effective traffic conversion campaign.
Just like the “Title Tag” , the Meta Description tag will often show up in the search results. Generally what you see in the Search Engine Results page ( SERP ) is the clickable title anchor text link and then the description follows it. If the description is placed into the results, it becomes a very important part of enticing visitors to click on the link into your site. This should be the eye-catcher to get that traffic, not the fact that you where on top of the page. This is very important now, since search engines like Google and Bing are starting to place in the top of their results irrelevant results to youtube videos, real-time tweets and images .
If your description tag fails to adequately tell , or better yet, shout to your visitors whats on the page then it’s likely they’ll click on another result. Capture them when you have the chance !
The reason many SEO’s don’t put much stock into the description tag is because they stubborn on the belief that people click on rankings, not on search results. This is not true. Of course more people click on sites that rank higher therefore the use of Adwords/Adsense, but pay close attention to how the descriptions for those sponsored links focus on the description to get the best possible user to your site and able to convert on that click. You should do the same for your organic traffic. This is when the magic starts to happen and you will be rewarded. A part of the algorithm that takes into account of your site is bounce rate and time spent on site. Search engines know those stats , and use them to gain a better perspective on the quality of your site. The better the ” User Experience” on your site the higher your rank will be. If you drive traffic to your site, and you optimize the landing page for the particular traffic that you just attained from those meta descriptions, The more likely your user will 1. come back again, 2. bookmark your site, 3. you will get a bump up on the search engine results when that person searches for similar topics based on their personalized results that search engines are starting to use.
Those who take the time to look through the search results, reading titles and descriptions to find the site that is targeted to their search term, are likely to be a targeted visitor one they land on your site.
The general rule is that you want each of your description tags to be unique. The text copy should b e a 20-35 word summary of what the searcher will expect to find on that page, and that page only. Descriptions for each page must unique from the next. Make sure you optimize the page in a unique way, using primary and secondary keywords while making it compelling to the audience and try to attain that newly gained traffic and keep them in your site with relevant links to other places in your site. The clock is ticking once they come to your site, the longer they stay, the better you will rank in the future. It’s a win-win situation.