If you want to stand out in search engine results, then having a good meta description will be one of the major factors in determining the likelihood of increasing your click-through rate (CTR) and therefore encouraging people to view your website. Mastering the art of producing good meta descriptions is a very effective way of attracting attention and increasing website traffic.

What is a Meta Description?

Meta descriptions are short snippets of text (around 155 characters in length) that describe the content of a webpage. These are often included in the page code and are displayed in search engine results when a user searches for a particular term. Meta descriptions provide a brief overview of the content of the page and should be written in a way that encourages click-throughs from potential visitors. When crafting a meta description, it is important to be concise and accurate, whilst including a call-to-action that appeals to users. Writing good meta descriptions can help to increase visibility, click-through rate (CTR) and ultimately the success of a webpage.

Increase Your Click-Through-Rate with Effective Meta Descriptions

How can Meta Descriptions Increase Click- Through Rate?

Meta descriptions are an important part of SEO, as they provide a brief summary of what a page is about and can help to increase its click-through rate (CTR). When you search for something on Google, not only are you shown a list of the most relevant results, but you are also presented with the title of the page and the meta description. The meta description is a great opportunity for businesses to capture the attention of potential customers by giving them a concise preview of the information that’s available. Quite simply, if your meta description is engaging and concise, more people are likely to click through to your website. Therefore, creating an effective meta description is an important activity for all businesses looking to improve their CTRs.

What Influences Someone to Click-Through to Your Website?

When people are searching for something on the web, they often have a good idea of what information or products they are looking for. It is important, therefore, for content creators to include a meta description for every new page they create in order to encourage visitors to click through and read their content.

Meta descriptions are powerful marketing tools and serve as a  ‘teaser’, and offer an insight into the content they relate to. Crucially, a well-crafted meta description will help to get your content noticed.  Utilising meta descriptions effectively will not only draw visitors in, but should also encourage them to take a desired action such as, clicking on a link to read more, or purchasing a product.

– Position in SERPs

Another factor to consider when trying to increase your click-through rate and attract visitors is where your website appears on the search engine results page (SERP). Research has shown that higher positions on the results page lead to higher click-through rates, as users tend to naturally choose the top few results, rather than those further down the page. This effect should not be understated, having a peak position through the implementation of effective SEO can dramatically increase the amount of traffic you receive, as it improves a website’s SERPs position. Having a higher position and an effective meta description, will both aid in increasing site visits. It is therefore vital to optimise your website and content to make sure your website appears near the top of the search results.

– Rich Snippets

Rich snippets have been shown to significantly improve click-through rates for digital content. They provide a brief summary of a page’s content and convey important information such as reviews, ratings, author credibility, price, and other valuable information which can incentivise potential visitors to click through the link. It is important to adequately research and create effective rich snippets to ensure visitors have the right level of information without being overwhelmed. If done correctly, rich snippets can help to increase your click-through rate and promote higher levels of engagement with your content.

Click Through Rate and Quality Content

When someone visits your website you want them to take action and fulfill a measurable goal. What you don’t want is a high bounce rate which is not good for SEO. Normally high bounce rates are due to mis-descriptions and or content that doesn’t reflect the description.  For this reason, it is important to ensure that content is informative, relevant, and engaging to the target audience. Therefore it’s worth investing time and effort in producing good quality content that provides visitors with exactly what they are looking for. 

Ensure that your meta descriptions accurately reflect the page it is linked to and if there is any ambiguity as to what it relates to, or if the description is misleading,  potential visitors are less likely to click through, it may even result in your site being overlooked by search engines like Google, who rate a page on numerous quality factors, with page relevancy being one of them. 

Final Thoughts

Having an effective meta description is essential for any webpage. It helps draw users to the website and increase the click-through rate. Search Engine Optimisation (SEO) is just as important for meta descriptions as other aspects of web content and should be taken into account. At the same time, it is also important to create well-crafted descriptions that are both eye-catching and accurately summarise the content they link to. Writing meta descriptions effectively can mean the difference between users coming and staying or clicking away.

If you have any further questions or need advice on how to improve your website and increase visibility and reach your goals please contact us.


Business Productivity and the Cloud

High Speed Broadband is now an integral part of the UK’s push to become a leading knowledge economy, how could your business benefit from the use of high speed broadband and Cloud computing?


So what do we mean by the Cloud?


In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive. Examples of this may be Google Drive, Microsoft 365 or Apple I Cloud.


In the UK Broadband Study of 2013 improved productivity was one of the areas outlined as one which could help business. How could cloud computing help make your staff more productive? The UK Broadband study found that nationally a 2% reduction in commuting  would lead to a reduction of some 2.3 billion kilometers per annum this in turn would make essential journeys quicker and more productive.


Do you need to attend every meeting in person? Using webinar and meeting tools could see a 9% reduction in business travel reducing business mileage by 5.3 billion kms per annum.

Above we have provided you with just a few interesting statistics as to the beneficial effects of using Cloud there are many others, so let’s summarize the main benefits:


You can work from anywhere as long as you have access to the internet , which for example can be through your phone, tablet ,computer or Chrome Book and is what we ‘call off premises IT.’   Telecommuting means that your office can be anywhere you want it to be!

Enables real time information and shared access.

You can work with others on a document at the same time.  You can even see what the other person is doing as it happens. There is no longer the need to keep passing information backwards and forwards.

Low cost

There is normally no initial start up cost and the majority are pay as you go.  There is also no need to invest in expensive in-house servers and software, all is provided for by the service provider

Suppliers responsible for the infrastructure

Management such as security and updates are provided for at no extra cost by the suppliers who invest heavily in an experienced and knowledgeable workforce, in order to enable them to be key players in what is a growing competitive market. For example if you are using Google Apps everything is provided by Google and hosted on their powerful and secure servers.

Disaster management and protection of data

If  in the case for example of a fire, flood or theft, data will not be lost and still accessible.  Therefore causing less disruption to business and the peace of mind in knowing that data will be safe.  Cloud also eliminates the need to have to back up files or download to a server.

Let us know how Cloud computing has impacted on your business?

In such a complex area it is always good to know an expert we would suggest Phil Oakley at Outserve  http://www.outserveweb.co.uk/

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Philip Oakley - a specialist in productivity and the cloud

Philip Oakley – Cloud Computing Expert

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