1. Be mindful of the tough competition from Google AdWords.
Google AdWords is now getting more most of the search engine results page real estate, with as much as 4 listings each page. Because of that, your organic search listings must perform at a much higher level. Write helpful, welcoming meta descriptions that appear less sales-y, compared to paid ads.
2. Monitor, test and adapt.
Whatever you do online with regards to your marketing efforts, it’s important to monitor, test and adapt all of your activities. Which ones are working well? This also applies to both meta descriptions and other SEO activities. Don’t hesitate to experiment and explore different avenues, until you find out what is best for your brand.
3. Your meta description must not exceed 160 characters.
According to experts, the best length for meta descriptions is 160 characters. Since not all marketers and website owners are good copywriters, this can be a big challenge. Just in case you need some help, feel free to look for a reliable SEO consultant in Malaysia who can assist you. You must be able to use meta descriptions with no awkward mid-sentence breaks.
4. Provide a good value proposition to every visitor.
For each meta description that you write, every user would think “what’s in it for me?” This is the part where a unique value proposition comes to play. You should be able to articulate clearly what you are offering. See to it that your value proposition stands out from the rest of the competition by doing side by side comparisons.
5. Include a call-to-action button or statement.
The meta description of your web page is basically an ad in the search engine results pages. Consider it as your sales text, most especially if you are ranking at the topmost positions, below those paid ads. Incorporating a catchy, short CTA somewhere in the meta description is a good way to improve your click-through rate.