Optimizing a website to rank highly in search engine results can be both confusing and somewhat overwhelming. Website visibility is essential to the success of any law firm generating clients from online searches, but what determines the success of a firm’s website? Do meta descriptions matter when it comes to SEO?

Surprisingly, Google has stated that their algorithms do not use a website’s meta description in the ranking process. While a firm’s meta description may not necessarily be used to rank the site, it does provide a critical first impression.

How Meta Descriptions Work

A meta description is a very short summary of a site’s offering, meant to provide information to consumers and search engines. While it may not be used in Google’s ranking algorithm, it may be highly useful in enticing consumers to click on a particular website. Occasionally, Google will pull relevant text from the content of a firm’s website and place it where the meta description would typically be. Ideally, law firms should work to compose a highly relevant and enticing meta description so that Google will not have to perform this action. A targeted meta description could potentially attract a greater number of visitors.

How to Create an Appealing Meta Description

Composing an enticing and easy-to-read meta description doesn’t have to be difficult. When combined with relevant and engaging content, meta descriptions may help drive targeted traffic to a firm’s website. To take advantage of this powerful tool, consider the following:

  • Keep the description authentic. If the meta description does not match up with the website’s content or landing page, users will likely navigate to another company’s page. First impressions are key when converting visitors into clients. Anything misleading will surely send potential clients searching for another option.
  • Keep it short and sweet. Meta descriptions should be 165 characters, maximum. If the blurb is too long, Google will remove certain parts of it. Don’t risk diminishing its effectiveness by including too much information.
  • Create a unique description for each page. Unique descriptions and content drive targeted traffic. This is the type of traffic that converts.
  • Don’t keyword stuff. Potential clients read this description when choosing whether or not to click on a website, so it is vital to create a blurb that flows well. This is not merely an opportunity to list a bunch of relevant keywords.
  • Provide a benefit. When potential clients are browsing the web, they’re looking for a solution to a problem. Creating a meta description that offers a solution to their issue will entice them to investigate further.

While a meta description won’t directly influence a firm’s website ranking, it is a powerful tool to attract and entice potential clients. Crafting a compelling and engaging description may make a substantial difference for law firms looking to improve their traffic.

The proper use of meta descriptions for better search engine optimization can be beneficial to all types of businesses. At Marketing4Legal, we can advise you on how to use meta descriptions to improve your law firm’s SEO. Contact us today if you want to develop your marketing plan and take advantage of numerous digital marketing tools.

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