Increasing traffic to a website is essential, both for good SEO and website success. Unfortunately, when much of that traffic is “click through,” it has the opposite effect. Reducing the click through rate is something even the best SEO company must consider. This helps ensure that website visitors stay, increasing the chance for a conversion. Thankfully, reducing click through numbers is not as challenging as it might sound. It simply means writing the best meta description possible.

Learn By Example From Other Websites

Paid ads get a lot of attention, but they can be expensive. Every company that uses paid advertisements should experiment to determine the best ways to generate interest in their website, and use that knowledge to make improvements. Smart SEO experts can learn from this, without having to pay for advertising, by keeping a watchful eye on the competitor's paid advertising and mimicking their techniques - specifically concerning their meta descriptions. It is also important to focus on competitor websites that appear organically in the SERP's, since they are obviously doing something right.

Generate Relevant Interest

The meta description must include what can be found at a company’s website link in the SERP's, but it should also be interesting. Try to create a description that leaves people wondering whether they will be missing something important or relevant by not clicking, but do not over-inflate. The purpose is to create interest about what can be found at the link, not to disappointment visitors by inflated claims.

Don’t Forget to Include Keywords

Including keywords in the meta description is one of the simplest, and most important suggestions for writing something relevant, and is the one thing that most often missed. Always use one or two high-ranking keywords in the meta description for the best SEO. This is what people are looking for, and what will help them to notice a link in the SERP's, increasing the chance of a relevant click by a visitor who will actually stay on the site, not just someone wondering whether they will find what they are looking for.

Point Out Benefits and Features

The meta description is the first chance for a website to show what they have that caters to the searcher’s needs, without them having to look elsewhere. Include benefits that explain what users can get or learn on a site, and features provided by the company that give customers the best service or value.  Give searchers something to look forward to when they click a link, and make sure it is provided on the site so they stay. Make sure to also include anything the business has to offer that is unique. Unique Selling Propositions (USP's) generate interest the same way perceived benefits and features do.

Use Numbers in Website Links, Descriptions, Titles

When trying to attract attention to a website, numbers are much more effective than general statements, and get more clicks from people who stay. Numbers are more specific, and people want specific information - not vague or general content. Visitors also want to know what specific information they can find at the link before clicking on it. Write meta descriptions, article titles and website links so they include numbers, indicating exactly what content can be found at the link.

“Click throughs” detract from website effectiveness and SEO, so it is important to prevent this from happening. By following techniques used by other successful websites, a company with good SEO can greatly reduce their click through rates and improve valid traffic by writing exceptional meta descriptions. With a well-written, descriptive, attention-getting meta description, a website will see more targeted traffic, with fewer click throughs as a result!

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