When your guests use Google and your website or blogs appear in the search results, your meta titles and descriptions are the first thing they see. Therefore, they need to be striking.
Great titles and meta descriptions:
Good titles and meta descriptions improve the click through rate to your leisure website and following that to your webshop.
We’ll take you through all the ins and outs of meta titles and meta descriptions.
Meta titles and meta descriptions are texts displayed on search engine result pages to advertise your page.
Consider the titles and meta descriptions your website's invitation. They’re a short summary of your page that visitors will use to decide whether they want to click on your page or not.
To catch the eye of your audience, your content needs great titles and meta descriptions. Attractive titles and meta descriptions will make more potential guests click on your page, which will result in more bookings.
Titles and meta descriptions also count for SEO. Google will notice your website gets more clicks, and will then show your website higher in the search results.
If you don’t write your own meta descriptions, Google will choose a part of the text on your page to display instead. Bear in mind that this text is often quite random and not the greatest text to display as a meta description.
You definitely want to avoid this, since it's a missed opportunity to get potential guests to click through to your website.
Are you ready to get started with your titles and meta descriptions? Here are 3 tips to write awesome ones.
Keep your meta description between 150 and 154 characters. Your title should be under 60 characters.
Google gives you a certain amount of space to present your page. There are many tools, such as Mangools’s SERP Simulator, that show you if your titles and meta descriptions have the right length.
If they’re too long, Google will cut them off. If they’re too short, Google won’t consider them as relevant and might pick another part of your page to use instead. You may end up with a random phrase in your meta description as a result.
Active phrases and titles are more attractive and will get more clicks. For example, instead of writing “Bowling X offers LED bowling”, write “Try LED bowling at Bowling X”. Active and actionable phrases will make your potential visitors enthusiastic and curious.
If you need inspiration, look in Google to see how other websites and your competitors write their titles and meta descriptions. You can find out who your competitors are by looking up the main keywords that you want to rank on. Pay attention to the ones that appear high in Google, as their content is probably of high quality.
It’s all about cool details. Don’t be afraid to share specific information, since these will make your venue stand out from the other results in Google. So do you offer special go-karts with a speed button? Or a cool tropical-themed bowling venue? Mention this in the meta description.
Make sure all of your meta descriptions and titles are unique. They should differ from your competitors and from your other pages.
Each of your pages should have a distinctive title and meta description. So don’t use the same ones for multiple pages. Google will detect this as duplicate content, which will hurt your ranking.
Now what do engaging, active and click-worthy titles and meta descriptions look like?
We’ve gathered some examples of great and not-so-great titles and descriptions.
First, the examples show that the not-so-great titles are too short. This is a missed opportunity to optimally present your website to a potential visitor.
Second, you can see that great titles are active. Verbs like “go”, “try”, and “discover” are a great way to get visitors to take action.
The meta descriptions on the left are more effective because they use active phrases. Also, they have the right length and tell you about the USPs (Unique Selling Points) for each venue.
More detailed information is what makes your venue stand out from other search results in Google. Now your visitors will want to click on your page!
Were these tips and examples to create awesome meta titles and descriptions useful to you? Then make sure to check out our guide to SEO keywords as well.
Or download our ebook for more useful data insights to improve your online success. It’s free.
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