UNB Marketing Blog
Tips and tricks from your university marketers

Why you need better meta descriptions

Author: Marketing

Posted on ${date}


Marketing blog post What's a meta description? How can you bring in more search-engine traffic by writing a good one? How does it affect how your pages appear on social media? How can you find yours on Google, and improve them in Cascade? And, how do you measure your success in Analytics? Intro paragraph What’s a meta description? - Main purpose is clickthroughs.A meta description helps convince or persuade readers to choose your site About 50% of UNB's external web traffic from Google Meta description appears under URL. Text = Snippet.
  • Google
  • Facebook
  • Twitter
You can control this! Otherwise, auto pulled from page. Why is it important? About 75% of traffic from Google. You’re competing against a lot. Click through essential. Only a few seconds to grab a searcher’s eye. People spend an average of 12 seconds on SERPs. 30% of the time, top three organic links (source). How do I write a great meta description? How to get more clicks
  • Write compelling (ad-style) content
  • Use 1-2 keywords
  • Inspire curiosity
  • Active words
  • Aim for 155 characters
  • Avoid keyword stuffing
  • Try a call-to-action
Front-loading. F-pattern 10-12 characters, when scanning Numbers = draw the eye How check your site? Seach for site:www.unb.ca/ Check for preview in Facebook’s Debugger Tool, ... How in Cascade? ----- Show UNB examples ----- The many lives of the meta description