Optimizing your meta description tag is a key element in optimizing your landing page. Crawlers take content that they find in the meta description tag to provide a description of the page in the search results page:
The common wisdom around making a great meta description is that it’s best to create a strong, unique, and concise message that accurately describes the theme and content of a page. But in this recommendation SEO marketers might forget that a compelling meta description tag can help searchers decide if a page matches their query or doesn’t: to click or not to click.
In today’s blog, we’ll take a look at a case study we conducted with the support of Jacquelyn Chew (who enables search testing on Adobe search team). This case study examines how using branded messaging in the meta description impacts click-through rate (CTR) and visits from the search results page.
Hypothesis: Studies on the SERP (search engine result page) heat map suggest that searchers tend to focus their attention to the left and top parts of the page. We anticipated that using a strong Adobe brand name at the beginning of the meta description can have a positive influence on people’s perception of the page, thus increasing CTR from the search results page.
Methodology: Jackie proposed changing between the test and original message every one to weeks. We intended to compare test page performance to control page performance. Jackie also analyzed paid search data to look for any potential impact that SEM would have on SEO performance during test periods.
Results: During the test period, when we used branded messaging, we saw an 86 percent increase in CTR from search results, compared with the original unbranded message.
Analyze and Adjust: Digital marketing is a fast-changing environment, and we need testing to help identify opportunities that drive KPIs. Simple changes like adding branding to the beginning of a meta description can have a big impact on how pages perform in search.