Product-focused vs. CTA-focused meta descriptions

Before you start: if you are not familiar with the principles of statistical SEO split testing and how SplitSignal works, we suggest that you start here or request a demo from SplitSignal.

First of all, we asked our Twitter followers to vote:

This time the majority were our followers RIGHT! Read on to find out why.

The Case Study

A successful SERP snippet relies on several elements that can influence user behavior and organic traffic, including the meta description tag. This tag provides a concise, relevant summary of a particular page’s content and serves as a pitch to convince users that the page is what they are looking for. By creating effective meta descriptions that accurately reflect page content, SEOs can increase the likelihood of attracting clicks and organic traffic to their website, improve user engagement, and indirectly influence search engine rankings by influencing user behavior and click-through rates (CTR). .

When it comes to making changes that directly affect search results, such as modifying titles, meta descriptions or structured data for rich snippets, the resulting impact can be unpredictable due to the unpredictability of user behavior. Since users can react differently to changes, it is essential to test these kinds of changes. It’s important to consider your specific goals and target audience when writing meta descriptions.

For an online music store, we tested the impact of different meta description strategies. Specifically, we ran a...