The Perfect Meta Description: This Is How You Increase Your Click Rate Part Two

Use AIDA Principle: Arouse Curiosity With Just a Few Words 

As internet users, we are confronted with a flood of content every day. Our brain only filters out the information that seems essential to us. 

The AIDA principle comes from advertising marketing and helps make a strong impression with just a few characters. AIDA means: 

Attention: First of all, the gaze must remain fixed. For this, we need concise words and expressions, for example, "holiday bargains" or "cheap smartphones". Special characters such as stars and ticks are more noticeable when used sparingly.  

Interest: If the user has become aware of the meta description, he should now learn as much as possible about the page. Sentences like "read the most helpful customer reviews" or "we will show you the most popular furniture" encourage you to continue reading. 

Desire (desire): The user should feel the urge to visit the page. Sentences like "You want to lose weight quickly in a week?" or "Learn Spanish on PC + Smartphone + Tablet ✓ Superlearning ✓ Fast and Efficient" promise the solution to a problem. 

• Action: A call-to-action at the end calls for action. "Subscribe now!" or "Book now!" are suitable expressions. 
• Dos and don'ts for meta descriptions 
• Summarize the content of your website in a meaningful way. Ask yourself why someone should visit your page. 
• Do not exceed 160 characters.  
• Don't forget the most important keywords, but avoid keyword stuffing. 
• Use Unicode special characters such as checkmarks, voting boxes, asterisks and emojis carefully. 
• Ensure that the meta description does not promise any information or products that are not on your side.