Improve CTRs with Better Titles & Meta Descriptions

Aimee Beck
2 min readMay 7, 2018

I’ve said before and I’ll continue to say it as often as I need to — titles and meta descriptions are two SEO elements that can make or break the visibility of your web pages. The first reason they’re so important is because the search engine results pages are your first opportunity for conversion — to beat out all the other listings on the page and get that coveted click.

The second reason properly written meta tags are so important is because a high bounce rate (when visitors leave your site as quickly as they arrived) can negatively impact your site’s rankings. When users search Google, they scan through the titles and descriptions (the clickable headline and blurb underneath) to find the best match to what they’re looking for. If they arrive at your page and quickly, it indicates to Google that users aren’t finding what they need on your pages. It should indicate the same thing to you, by the way.

This begs the question, why aren’t users getting what they thought they’d get when clicking through to your pages? It could be that your title and description tags aren’t telling the whole story, or maybe they’re telling the wrong story all together.

How to Improve Your SERP CTR

Meta Tags: Writing Meta Data for Search Results & CTRs


In the not-so-distant future (if not already), search engines will be able to determine if your page is getting more clicks than the ones above it in the SERP (search engines results pages). If that’s the case, your page may be rewarded with a ranking boost. The next logical question would be, “How do I improve my search engine CTRs?” The short answer is: meta data. But not just any old meta data — more specifically, Titles & Descriptions. Read more…

Originally published at on May 7, 2018.



Aimee Beck

Independent Content Marketing Manager | SEO/UX Copywriter | Editor. Let me breathe new life into your web pages, blog posts and email campaigns. Email me today!