 What is going on everybody? JR Fisher here. It is Monday the 7th of February 2022. I want to welcome everybody here. I want to let you know that this is a live session if it's live. I don't know if it's recorded then it wouldn't be live but it is live right now. Yeah so that'll make sense to you people that are here live. Don't forget put your comments in that chat section there. Make sure you subscribe with that subscribe button down there and ring the bell. Turn on all bell notifications so you're notified each and every time I go live. I would appreciate that. That way you'll know when I put up a video or if I go live. Let me get my screen all straight here. We're all set up. I really want you to use that chat box and if you're watching this and it's not live I understand most of you normally are then use that comment section down there. I come back through. I talk to you guys. I answer questions. It's free. It doesn't cost you anything so you should use it. Today we're going to talk about something that sounds boring but it can be very exciting to your bottom line and that is meta descriptions and I'll explain to you what they are and you know how you can check them and what you need to do and all the steps and all that but know that today's session will make you a lot of money without a lot of effort because once you do your meta description and you get a ranking which we're working on all of ours right now and that's why I thought this would be timely because we're redoing everything once Survival K Food to get our rankings up and we've spent a lot of money and a lot of time doing this because I have a whole team that's working on it but you can start with just one of your pages and I'm going to give you an example of a really good one today. I'm going to show you what they use for a title, what they use for a description, why it works and I'll actually put it up on the screen there. Now what I'm also going to do today is I'm going to provide you with a tool that you can use to find broken links on your website. This is a big big problem for a lot of you guys but I'm going to give you a free tool, does it cost you anything? I'll put it up on the screen all you have to do is copy it down, go to it and you can check any you know website pages or anything you want so that's going to be really helpful. So yeah that's what we've got for today. I hope everybody's ready, I hope you're ready to take some notes, I hope you're ready to learn something because we got some really cool stuff for you and I think you're really really going to enjoy it. Now first off let me kind of explain a meta description is nothing more than an HTML attribute okay an attribute means a bunch of words used to describe what the page is about. It can appear in the search results as a snippet under the title tag to provide more context. So let's say you go to Google and you search whatever subject it's going to come up with a bunch of results. Now the first ones are going to be ads but once you get past the ads it's all of the organic results and you're going to have a title and I'll give you an example of this in just a second and then you're going to have a description. That description underneath the title is what we're talking about today okay that meta description and I'm going to tell you why it's so important too. Even though the meta description attribute is not a ranking factor and Google shows it in search results get this only 37 percent of the time. Now you say well why do they only show a 37 percent of time is it blank? No the rest of the time they actually change your meta description but it's still part of OnePage SEO that content publishers often inquire. Alright so in today's training you're going to learn how to create great meta descriptions fast and how to audit them efficiently but first let me explain to you why meta descriptions still really matter despite their seemingly low SEO results. They matter for a lot of reasons actually. They matter because having compelling meta descriptions really kind of gets the people who look at it to click on your website and the search results. Now that's pretty important like I said even those 37 percent of the time they only they show your exact results 62.78 percent of the time they rewrite it. Google will actually rewrite your description so you got 37 percent being exact 62 percent being rewritten. For example let's say your your site gets 50,000 impressions a month. Google is going to show the meta description for 18,500 of those impressions on average okay increasing your click-through rate from let's say four percent to four and a half percent would result in almost a hundred more clicks. That's pretty major if you think about it you know especially if your conversion rate is you know say three percent so that's three more conversions and let's say your average sales a thousand dollars that's three thousand dollars a month just from changing a description. Let me get a little sip here. My wife bought me this mug from the San Diego Zoo of Safari Park and I thought that was very nice of her. We found it last night in the cabin I hadn't used it yet. Ah makes tea taste so good or does it make a difference? I don't know I don't know but it's pretty good. So while you shouldn't really obsess over this thing guys it's still worth spending a minute of your time on pages where yes is the answer to at least one of these questions. First question being is the page meant to drive organic traffic is that what you're trying to do with that particular page or is it likely to be shared on social media? The second question probably needs an explanation you see when a page is shared on social media it pulls the description from OG meta tags or open graph it's not the kind of OG you're thinking of it's open graph okay so even if you have a set an open graph on Twitter description it pulls the meta description instead so if you're only willing to make an effort to set one of these tags it should be the meta description that's the one that really is going to matter okay so how to write a good meta description well what you want to do is you want to expand on your title and I want to give you an example of that in just one second here and guys keep those comments coming keep those chats coming in that chat box there because that is going to make you more successful the more you participate the more you ask questions the more you become part of the conversation the better off you are so here's what you should do you should always think about your description as something that complements the title tag okay so titles should summarize a page using a few main keywords that characterize the topic the meta description often has like an additional chance to expand on that particular idea so let me get over here I'll give you an example let me go over to my banners I made some banners for this today let's say you search the term check broken links so you go to google and you type in check broken links that's what you want to do with your website now what I did is I went in there and I did that and I got some results and I got one from a reps okay and I want to show you what their title was this is the title I saw I said free broken link checker dead link checking tool by a reps okay their brand means something so they put their name of their company in there and they told you exactly what they got now here's the important part the description below that title was this this is the description it said check any website or web page for broken links in seconds so that that sentence says a lot so it's saying you can check a website or a web page good and you can check it for broken links that's exactly what I want to do when I typed it in the search and I can do it in seconds pretty cool and I'm going to give you that link too so hang on one second I want to give you that link so you'll have it matter of fact let me put it up on the screen right below this and you're going to find it there but then it says find dead internal and external backlinks no sign up or download required so they they covered a lot of stuff here guys they really did they're saying you know you can check your internal and external and they're saying that you don't have to sign up so you don't have to give up your email and you're not having to download anything so you don't have to do any extra work this is an incredible description now down below that you're going to see the link to where you can actually check your broken links right there it's a reps dot com forward slash broken dash link dash checker so you guys can use that right there and I'll leave that up on the screen for a second as I talk about this matter of fact I should leave that up on the screen too so what it does it tells you it checks pages and websites it takes internal and external links into account the tool is fast it's not a lead generation trap so you don't have to give up your email I mean this is a really really good description don't worry about you know shoehorning keywords here it's more important that you create something that connects with the reader and entices the click use usp where suitable and that's your user experience right so the next thing you want to do is you want to match your search content with what they're searching for okay so search intent okay is why behind the query okay query it's the why behind it in other words what are the most people looking for when they search for your main keyword now remember our search was check broken links do they want information okay um do they want to buy something uh and like if they wanted information I would put that description in there all about information if they want to buy something I would talk about what great deals we have big discounts free shipping that type of thing do they want a quick answer to a question then they answer the question right get them get them in there and answer the question um so uh another one I I did I did put in there it said um and I was trying to search how to make good meta descriptions the title said how to create the right meta description let me get this one off the screen here so it doesn't confuse you guys there we go I says how to create a great meta description and then it said Yoast okay and then below that it said the meta description is a snippet of about 155 characters a tag in HTML which summarizes a page content search engines show it okay so that one there was pretty darn good it did exactly what we're trying to do here uh and it's it's giving a really good example of that so um let me look at some of that I had I had several different examples up here next thing I want to tell you is to use what we call an active voice okay what is going on right now okay use an active voice active voice improves clarity and it entices the click by addressing the searcher directly so an example would be let's say you type in improved writing skills okay uh one of the results I got when I typed in improved writing skills was Cambridge English right and improve pretty good and below that it said practice your English writing skills for free with Cambridge English right and improve okay so I they took that title again and put it in the description and then it said get feedback on your writing in seconds and learn how you can improve so that is really drilling down to the exact thing that they're looking for um now um another one I found when I typed in improve writing skills uh is I put in there bad English course bad English course is what it popped up and then below that it said English writing skills are improved by bad English course for free writing feedback is provided quickly so that's one of the descriptions and that one there was a little bit short okay uh and it's kind of dull and demotivating that's because it was written in the passive voice okay so we wanted to be in the active voice so of course it's not always wise to write meta descriptions in the active voice a case in point would be a definition style descriptions but as a general rule at thumb passive voice is more the exception than the rule so you've got to learn about the difference in passive and active voice you don't know that search it's not hard to find next thing I would tell you and this is the one that I see really more than anything else because you'll see that dot dot dot after it which means they they wrote too much of a description if you go over 155 characters they're going to truncate it they're not going to show it off so that is not being concise and number four is you got to be concise meta descriptions are not a place for storytelling they're not okay it's very short every word matters because users quickly decide what to check on by skimming the results and because descriptions truncate like I said after a certain link they won't see it all so there's no point in you even doing that okay um now I typed in uh tie knots and I came up with a few different results the first result the title said 30 different ways to tie a knot tie a tie knot uh shirts my way and that shirts my way was their actual brand below that it said the elderage knot there is no doubt that this knot is one of a kind as opposed to the vast majority of tie knots this one is produced by and then it said dot dot dot now once again people aren't going to see the rest of that if they aren't going to see the rest of that they're not going to stay on the page guys they're just not going to do it um let me I've got my hand up there and I should be using this mouse so the other thing to consider is you know are they on desktop are they on mobile where's the majority of your customers okay most of your platforms whether it be wordpress whether it be magento or any of that it's going to have a spot where you can go in and put in these meta titles and descriptions you don't have to be a program this is not required okay it's just really click and type the stuff in we're redoing all of ours right now is like I said um so whether you're better off optimizing for mobile or desktop user really depends like I said on your audience where are they at if you generally go for longer descriptions for desktop users make sure to get to the point by three quarters of the link so that even the mobile users will see it okay that's really important um so what's the takeaway be concise for users not search engines quit trying to please the search engines you want to please the users that is what pleases the search engines the link limit is a good signal that there might be unnecessary words okay so that's the one thing you want to look at you've got to be very very concise it's a whole lot harder to write something concise in one or two sentences that it is two or three paragraphs uh it's the same thing like if I have to give a a 10 minute speech versus a 30 minute speech that's much harder to do that's much harder to connect tell my story and close it up in 10 minutes than it is in 30 minutes so you got to keep that in mind next thing number five uh let's see Paul says let me pull this up on the screen here uh I'll get to my comments I got so many screens up here you just wouldn't believe it are most of the traffic mobile now um I'm going to say overall yes however that doesn't hold true for every website or every search query it depends on what the subject matter is um at survival k food majority of it is mobile uh at uh jr fisher training yes the majority of it is mobile as jr fisher dot com however you know there are more technical type websites that people almost always use their desktops you got to kind of look at you know what what is it you know amazon most certainly is almost all mobile um but if it's a scientific website if it's a mathematical website if it's if it's a english teaching website uh almost all of those are desktops so it really depends on you know what your subject matter is okay number five you got to deploy the meta description if you're using a cms content management system this is super easy if you're in wix square space Shopify most others you're going to find a place to type uh or paste your meta description in the background okay so you're going to find that there's an area there it's usually under your seo tab it's different for everyone so i don't want to tell you um and wordpress plugins like yos rank math um either one of those will work uh it's yho ast and then rank map or a nkma th um they add the same functionality okay you if you don't use a cms you can you know paste the meta description tag in the head section of your html code and you can you can go to html generator and find that if you want um so that's something you can do if you don't have that but almost everybody has a way of doing it now um now think about prioritizing your meta description creation and editing also okay that is something you want to consider and once again guys i do have scrolling on that screen there um the place that you can go to check for broken links for those of you who want to check broken links um you can certainly do that uh it is up on the screen so during the publishing process it's not the only time you should take meta descriptions into account it really is uh you might already have pages that have bad meta descriptions or none at all now keep in mind if it has none at all then when somebody searches and google finds that page it can't bring it back in the search results that page is essentially dead to organic traffic um there's no point in auditing your whole website for meta descriptions instead what you want to do is focus on pages that get the most search traffic that's when a better a better description can make a huge difference guys huge difference you can find these pages in uh you can use hrefs webmaster tools just go to hrefs.com which is a h r e f s uh and look for the webmaster tools or you can just make a free account uh and you can run a crawl uh and do a site audit if you want go to the page explorer and apply the filters you can certainly do that uh next you need to click on the manage columns button and select organic traffic and meta descriptions and you're going to find all of them in there and which you have and which you don't have and all that good stuff it's pretty simple to do um so that's pretty much it over there's a lot of other tools out there guys i will tell you that um you can uh look for examples out there of pages that pop up first when you're searching in your search bar to see which pages come up first and that's going to give you an indication you know as to what's working and you can kind of emulate those if you want uh and i'm going to take down this little crawl here guys you don't need that anymore um but you can just go out there and search uh and you can find what other results are coming up and you can do something that is similar to theirs this is not rocket science but it's super super important i mean i i can't impress upon you enough uh how important this is uh paul says how often do you have to split test the tags um you can't really split test that's a whole different thing you would have to use some type of software to do that because once you put in a meta tag uh for our meta title in a description it's going to be that particular one um you know unless you're using some specialized software to do something like that um by the way your video looks washed out a bit uh audio good yeah i don't know man it's strictly a youtube thing i use the same hardware for making videos that comes out crystal clear the sounds great uh and then some days i use this microphone over here the sound is terrible i don't know it's it's really really a youtube thing and i apologize but when you do when you do alive this is what happens okay when you do alive um so yeah um those are the things i would suggest today to you um these are simple things these are boring things however meta descriptions are one of the first topics most people encounter when entering the world of seo okay they see that and they go oh this is something i have to address um luckily it is one of the simplest things to understand and master so you don't have to you know spend a whole lot of time on it you just got to learn how to do it and i have a lot of training on that particular subject so you can always find it um you know on my web page jrfisher.com you can find it on my youtube channel um right here right now you can find it okay uh also do me a favor if you don't mind give me a thumbs up on this video that matters so much to me and uh subscribe if you haven't done so don't forget to subscribe and ring the bell turn off all notifications so you're notified each and every single time i go live i don't have a whole lot more today this is a very short subject today and i don't want to just talk to talk just to fill up 30 minutes i don't like doing that however if you have any other questions you have any other comments you want to put in that chat box feel free to do so and i'll try to address those um it is a lag by the time i say something and by the time it actually pops up on the screen i think we got i don't know 15 to 30 seconds something like that so i'll give you guys a chance to say whatever you want to say in there uh before i back out because like i said i don't want to talk just to fill up 30 minutes and we're at 22 minutes right now so i'm not going to talk another eight minutes unless you guys have a question if you got a question pop it in there if you don't i really do appreciate you showing up i appreciate you being here i appreciate all the comments i've been getting lately on youtube so many people have been emailing me commenting um saying good things and and i learned a lot from you guys as far as what you want to learn because when you want to learn something i'm probably already doing it if not i will go research something uh and bring that forward to you uh paul does say what does he say have a great week ahead game uh i'm going to try to be here again on wednesday i've got an appointment on thursdays but i'm not normally on uh live on thursdays it's normally wednesday friday and saturday so i will be here wednesday i appreciate you guys more than you will ever know i really really do thank you so much for being here thank you so much for supporting this channel uh like i said subscribe bring bells thumbs up all that good stuff uh and uh you guys are awesome love each and every one of you i will talk to you real soon