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HomeSEOThe Significance of Writing Efficient Meta Descriptions

The Significance of Writing Efficient Meta Descriptions

Earlier than you begin: if you happen to’re unfamiliar with the rules of statistical search engine optimization split-testing and the way SplitSignal works, we’re suggesting you begin right here or request a demo of SplitSignal. 

First, we requested our Twitter followers to vote:


Right here’s what different search engine optimization professionals should share about this check:

Lila H., Proprietor and Founding father of BL DIGITAL:

Will probably be troublesome to worth the impression, since google can rewrite additionally the meta description to focus on the question of the person and serve higher outcomes. I’d say optimistic for the test signal.

Trevor Stolber, Digital Marketer at

I believe the after outcome will carry out higher however it’ll solely be a small sign

Discover out if our followers had been proper by studying the whole evaluation of this check.

The Case Research

Optimizing meta descriptions is one thing that almost each search engine optimization has devoted time and a spotlight to in some unspecified time in the future of their profession. The aim of the meta description is to tell and have interaction search customers with a quick, related abstract of what a selected web page is about. 

Again in 2009, Google introduced that meta descriptions and meta key phrases play no position in Google’s rating algorithms. Nevertheless, the meta description can have an effect on a web page’s click-through fee (CTR) in Google SERPs, which might positively impression a web page’s skill to rank. 

Meta descriptions are written for customers, and so they considerably impression person habits. That is why optimizing your meta description is simply as vital as optimizing your title tags.

Google can use textual content from the content material attribute of a web page’s <meta identify=”description”> tag to generate a snippet within the search outcomes. Whereas there isn’t any restrict to how lengthy a meta description might be, you may most likely wish to preserve it round 155 characters, because the snippet will probably be truncated in Google search outcomes if crucial, often to suit the width of the machine.

Through the years, many articles have been written about creating the proper meta description, however the reality is that the proper meta description will probably be totally different for nearly each web site. That is why it is vital to check totally different parts, equivalent to CTAs (call-to-actions) or USPs (distinctive promoting factors), to search out out what matches greatest with the person’s search intent. OrangeValley wished to check these parts for one of many largest e-commerce events within the Netherlands.

The Speculation

The web site in query had its class web page meta descriptions arrange like this:


For this check, we centered on two parts: the CTA and including USPs. Based mostly on SERP analysis, we hypothesized that switching from “Order your espresso machine from Blokker for the perfect value” to “Purchase your espresso machine from Blokker for the perfect value” would higher match the search intent of the person. We have additionally included “✓Free returns ✓May also be picked up” as USPs to set off the person to click on on our search outcome.

The Take a look at

We used SplitSignal to arrange and analyze the check. 300 class pages had been chosen as both variant or management by stratified sampling. We kicked off the check and ran it for 21 days. We had been capable of decide that Googlebot visited 98% of the examined pages.

The Outcomes


After 21 days of testing, we reviewed the outcomes. We noticed that the visitors to the variant pages carried out higher than the management group, which implies the check is optimistic. Altering the CTA and including two USPs resulted in a 6.5% enhance in clicks to the examined pages.

After eight days, we had been capable of decide that this enhance that we noticed was important. When the blue shaded space performs beneath or above the y=0 axis, the check is statistically important on the 95% stage. Which means we might be assured that the rise we’re seeing is as a result of change we’ve made and to not different (exterior) components. 

Be aware that we aren’t evaluating the precise management group pages to our variant pages however slightly a forecast based mostly on historic information. We evaluate this with the precise information. We use a set of management pages to present the mannequin context for tendencies and exterior influences. If one thing else modifications throughout our check (e.g., seasonality), the mannequin will detect and take it into consideration. By filtering these exterior components, we achieve perception into the impression of an search engine optimization change.

As talked about earlier than, meta descriptions are written for customers and considerably impression person habits. Google as soon as stated that customers are sometimes the perfect judges of relevance, so if a person selects a selected search outcome, it’s more likely to be related, or at the least extra related than the options offered. This check exhibits that we’re heading in the right direction.

Evaluation of the info exhibits that this check affected the click-through fee (CTR) on the pages examined. In comparison with our modeled management group, rankings and impressions remained pretty secure. The rise in clicks appears to be purely as a result of habits of Google customers. 

As an search engine optimization, you must take into consideration and experiment with totally different parts that make up a meta description. Discovering methods to face out and be probably the most related reply to a search question is crucial for optimum natural efficiency. For additional testing, Blokker now has a brand new meta description for his or her class pages.

Because of the scale at which we’re implementing this alteration, it is among the most profitable exams for Blokker. Understand that one thing that works for one web site might not work for one more. The one approach to know for certain is to check what works for you!

Have your subsequent search engine optimization split-test analyzed by OrangeValley Company.



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