Meta description

How to write a compelling Meta description for your brand

Importance of Meta description

Meta descriptions are one of the unavoidable factors of SEO. Basically, it is 150-160 characters description on content of your website. You can even edit them with Meta description tag which will be displayed below the titles on search engines. Although, according to Google Meta descriptions aren’t that important for page rankings, but they do bring qualified traffic which counts in terms of conversion rates. It can easily influence the decision of the potential customer who’s looking for similar products that you are selling. It makers them think whether they wish to click content from or your competitor’s content. Hence make it descriptive, alluring and relevant, so that they would give you preference before other competitor’s in the market.

Meta description

What are Meta tags?

Meta tags are HTML elements that provide information to visitors through search engines about a webpage (products/services).

The two main elements that must be placed as tags in thesection of a HTML document are:

  • Title tag
  • Meta description
What is a Meta description?

A short paragraph (description) of text placed in the HTML of a webpage which is related to its content. It will then appear below your page’s URL in the search engine results, which is also known as a snippet.

The Meta description also appears when readers share your content across various social media platforms.

Meta description

Where should you add Meta description?

You can add a Meta description in thesection of your site’s HTML as shown below:

Meta description

You can completely control Meta description in your CMS, especially while working on a WordPress.

SEO plug-in like Yoast, is best for meta description as it allows you to preview of the meta description in order to get an idea about how it will look in search engine results pages (SERPs):

Are Meta descriptions beneficial for ranking signal?

Google has declared that Meta descriptions were never considered as ranking signal. But, for the matter of fact, the quality of the description matters as it can bring qualified leads by influencing consumers and thus increasing click-through rate.

How to write a great Meta description?

This is a most crucial part of SEO writing, and hence you need to first make a Meta description checklist.

Popular keywords : Always make sure your important keywords or most searched keywords related to your webpage are included in the Meta description. Search engines tend to highlight these keywords in bold.

Write a readable copy : Avoid overuse of keyword stuffing to your Meta description as it doesn’t help the searcher, and instead they end up judging that it will lead them to a spammy website. Make the description look normal/ readable for your target audience.

Treat the Meta description as it’s a tool for advertising your web-page : Meta description should be always compelling and relevant to your web page. Apart from keeping these things in mind, endure an appealing content which can convince the customer to click on your link and visit your website.

Length of the description : The overall length of a Meta description should be no longer than 140 – 160 characters long. Now Google have started to track down longer snippets. If your Meta description is longer than a standard length then the possibilities are that search engines will cut the end off, and therefore make sure any important keywords are nearer the front.

Do not duplicate Meta descriptions : Google will surely penalize you for duplicating your Meta descriptions, therefore keep it as original as possible.

Creating rich snippets : Add elements to the snippets to increase their appeal. For instance, star ratings, customer ratings or product information, whichever is relevant to the website.

Perfect Meta description examples

Euro 2012 Football The guardian
Latest Euro 2012 news and coverage from including daily and match live blogs, analysis and comment.

Euro 2012: All the latest and breaking Euro 2012 news and comments, match Previews and reviews, UEFA European Championship pictures and videos

Few popular brands and their taglines

(i) Mail Chimp
Meta description
The description “Sell more stuff” is enough to convince the potential customer to try mail Chimp.

(ii) YouTube
Meta description
It is a known fact that the usage of “you” and “your” will give importance to the reader. This will encourage the reader to read more detailed information about your services.

(iii) Bing
Meta description
Bing is not that great as a search engine, but the meta description is just perfect.

(iv) Marriot

Did you notice “Start your next adventure”- Even though they are in hospitality industry, they understand their target audience and their expectations.

(v) Airbnb

“Feel at home”- I bet you can’t find a better line then this for a unique accommodation service like Airbnb.

Final thoughts
  • Writing Meta description is an art in the digital era where writers are trying their best to make it perfect, intriguing and relevant. Always follow the below guidelines when you construct a Meta description:
  • Never forget that the keywords you insert in a Meta description is highlighted in bold, this will draw more potential customers to your business.
  • The brand message is always supposed to be relevant and creative to attract more target audience.
  • Give away a Compelling marketing message which is 10 times better than your competitor.
  • Make sure you have a USP to showcase to your readers and that it will be useful for them or can meet their requirement.

4 Basic Steps to Manually Develop Customized WordPress Child themes

A child theme is basically a theme that automatically adapts the theme and functional aspects of its parent theme. When you activate a child theme, WordPress tend to pick its code for design and functionality as well. Therefore if the child theme doesn’t get to consume any code for modifying existing functionality then WordPress will refer to the parent theme’s files while applying those to your website.


Below are three main reasons why you would want a child theme activated on your website:-
  • To save and maintain modifications: The changes made on your theme’s files are lost while you update a parent theme.
  • To keep your codes organized: You will need separate files for custom code snippets, and this will help you track your modifications.
  • To Speed-up with the development: Since Child themes have their functionality from parent themes there is no need to rewrite the code and this makes the development easier and faster.
Steps involved in creating a child theme for your wordpress website:-
STEP 1: Start creating new theme directory in your WordPress install
  • Log in to your cPanel account (or FTP client) and then go to your site’s theme directory (/wp-content/themes).
  • Create a new directory for the child theme and give it the same name (Parent theme’s name). Naming the child theme with the same name is so far the best practices.
STEP 2: Creating a style.css file

Start filling up the empty theme directory of your brand new child theme. For this, we need to create a style sheet, and then add some code to define its name and its parent theme. The code will also import the parent theme’s style sheet while you create one for your child theme.

To deal with multiple style sheets you’ll have to add the corresponding code snippet as stated below:

Open the new child theme directory (/wp-content/themes/ (name of child theme) to create a new file of style.css.

Next, copy and paste the below given lines of code into the style.css file:

The values for theme name and template define the child theme’s name and tell WordPress which theme to consider as the parent theme. The imported line adds the parent theme’s CSS rules to the child theme. Hence, when you activate the child theme to your website you will get to see the content and styling.

At this stage your child theme is technically ready to go apart from the modifications you wish to make in the styling of theme. Add custom functionality to make changes in the styling as it can help you in adding a functions.php file to your child theme’s directory. Or you can simply skip Step 3 and move to step 4.

STEP 3: Building a functions.php file

WordPress developers usually tend to add some custom bits to improve the functionality to your WordPress theme. When you plan to modify custom code to your parent theme’s functions.php file, remember that the changes you make will be removed from when you update your theme. In order to not let this happen, do the changes you make to a separate functions.php file for the child theme. Navigate to your child theme directory (i.e. /wp-content/themes/your child theme name), and create a new file in it, and name it functions.php as shown in the image below.

Then, copy and paste the below given lines of code into the functions.php file:

We’ve simply added the PHP open tags to the functions.php file in the code given above. Add its code below the comment line (i.e. Line 2) for custom functionality.

Use the wp_enqueue_style() function to add multiple style sheets of your parent theme to your child theme without slowing down your site. To do this, simply add the following lines of code to the functions.php file:

STEP 4: Activating the manually developed child theme

Now that our child theme is good to go, activate it to our WordPress website and test it. Log in to your site’s admin panel and navigate to Appearance > Themes. You will see the new child theme added to your list of installed themes. Click the Activate button to and preview your site.

Final thoughts on customizing themes:-

How to customize child themes?

Once you are done installation and activation of your child theme on your website, you can move on with the customizing finally!

Here are few key points which you can or alter while preparing your theme’s design and functionality:

  • By adding custom css styles
    Navigate to Appearance > Editor and add it there, and also access the other files from this screen.
  • Utilize Theme hooks
    Action hooks will add custom functionality to your site’s theme, and filter hooks will modify existing functions.
  • Including template files is a must
    If you wish to make some large-scale modifications to your theme, for e.g. defining a new template, then you can create template files for your child theme as well, just by following the above mentioned steps for creating the style.css and functions.php files.

20 chrome extensions for web designers can ease their work!

Chrome extensions have different tools on which designers can rely on and work comfortably. These handy tools can be leveraged depending on your needs in order to create customized working environment. These are widely popular among web designers and endlessly simple for other users too. They are secure and simple to implement and also saves a lot of your valuable time while working.

Before we dive into these spectacular chrome extensions, here’s a quick glimpse into some of the main chrome extensions that can be useful for web designers:

These amazing chrome extensions can alleviate your work load to a much greater extent and make it more productive. These 20 chrome extensions can be categorized into different traits like live editors, frontend extensions, color tools, type playgrounds and font testers and many more.

1. Snappy Snippet

SnappySnippet is a DevTools extension that allows extracting CSS and HTML from selected DOM subtree, and you can send the selected code to CodePen, jsFiddle or JS Bin. It cleans up all unwanted attributes of HTML, optimizes CSS and it is fully configurable.

2. CSS Dig

CSS Dig is a unique extension which discovers style sheets and style blocks on most websites, providing an easy way to analyze the code. Depending on new CSS will make the situation worse and make a plan to fix.

3. MagiCSS

In this extension, your CSS code gets applied immediately and also gets saved in your browser’s local storage. This live CSS editor extension has an inbuilt editor that can glorify and minimize your CSS.

4. CSS Generator

This is a handy extension that will create the code you need for your CSS within the browser. It generates code for the CSS3 properties like text shadow, box shadow, columns, gradients, arrows and strips. Each section has handy sliders to quickly add and remove color to create your perfect gradient.

5. CSS Shack

This web application allows you to create layers like any image editing software. You can use it for innumerable functions like creating website designs or mock-ups based on your creative skills.

6. CSS Viewer

This is nothing complicated but a simple way to view CSS properties. All you need to do is simply click the toolbar icon and then hover any element that you choose to inspect in current page.

7. WordPress style editor

Some of the chrome developer can inspect your theme styles and make modifications to the CSS. These changes are lost as soon as you refresh the page, but with wordpress style editor you can instantly save those CSS changes directly to your style sheet without any edits.

8. CSS shapes editor

This is one of the most interactive extensions as it can create and adjust CSS shapes values by overlapping the selected element. You can edit shapes like polygon, circle, ellipse and other selected elements.

9. Perfmap

The heatmap colors indicate at which point in the page load the image finished loading. A front-end performance heatmap is loaded in the browser using the Resource timing API. It acts like a perfect time indicator for the time taken for image loading.

10. Validity

You can quickly validate your HTML documents with this chrome extension. All you need to do is, click the icon in the toolbar to validate the current document without even leaving the page. You can even see the total number of validation errors and the details in the console tab of Chrome’s developer tools.

11. Web developer Checklist

Web developer checklist is one of the trusted ways to discover the problematic areas in your website. You can check all the errors and violation of practices through this extension.

12. Visual inspector

This is an amazing tool with helps designers to make temporary edit in websites without coding. You can make design changes in live pages comfortably. You can inspect the design changes and even make changes in elements like position, font, color, typography and gradient in order to improvise the design.

13. Check my links

When you have multiple links on your web page, it would be handy if you have this tool as it can quickly check if all the links are working. It will highlight which ones are valid and which ones are broken. It works with local files, bug fixes, copy tweaks and general cleaning.

14. Dimensions

This tool for designers help in measuring screen dimensions, from your mouse pointer from up/down or left/right until it hits a border. It doesn’t really works with the images as it lowers the quality of images, but it does work with other elements.

15. Color Zilla

This is an all-rounder as it is an advanced eyedropper, color picker, gradient generator and other goodies. With Color Zilla you can get a color reader from any point of your browser and this helps in adjusting color.

16. Color tab

Color tab fills up your “new tab” screen with a refreshing and pleasing color palette. Each time you open up a new tab, you will see the page with beautiful color scheme.

17. Font face Ninja

Front face Ninja is capable of inspecting, trying and buying fonts on any website. Once you activate this extension, you can identify the font and also will help you dig into the details like name, size, line spacing and color too.

18. Type wonder

Type wonder can help you test web fonts on any website by just entering the URL to preview the fonts. This makes the process of choosing fonts more enjoyable.

19. Responsive web design tester

Test your mobile site on mobile devices without any hassle. It is easy to preview your responsive website designs at the dimensions they will visible on mobile devices with different screen sizes.

20. Perfect Pixel

This is a perfect extension for both web developers and designers. Perfect Pixel allows developers to put a semi-transparent image overlay over the top of developed HTML to perform per pixel comparison between them.

Google Ranking

12 major Google ranking signals in 2017 will enhance your conversion rates

Google ranking is made up of 200+ components or ‘ranking signals’, but here we’re discussing the top 12, which are unavoidable. In reality not all 200+ ingredients are equally important, and so we can focus on the important ones. You’re probably aware of these ranking factors, but you need to have an in-depth knowledge and proof about how they actually work in real-time scenarios.

Also, they may seem pretty easy to understand, but in reality you will need a lot of patience to get the desired ROI. And it gets difficult to keep up with Google’s algorithm change and SEO updates almost every week or month. Hence, this list can simplify the major ranking problems that you will require to deal with in the beginning before you plan to upload your content. After all, you don’t wish to get your web pages penalized by Google, right?

1. Back links and linking domains count

Gone were the days when link count was considered as a quality signal for Google. Over the past few years, search engine has learned to identify the low quality links created to obtain higher rankings. These links have a tremendous impact on your rankings, but you can’t misuse this technique by using low-quality links. More links will lead into a higher score as far as the quality is maintained. Apart from this links coming from same domain may not make much difference as Google will often consider only one of those links.

2. Link authority gives value to your website

Link quality has been an area of focus for SEO strategists and it will always remain one of the strongest ranking signals for Google. As the matter of fact, quality links can uplift your site in terms of Google rankings, but low quality back links can even get your site penalized. To get rid of this, run regular link audits in order to spot any dangerous links early and have them removed before the damage is caused. If you wish to get more high authority links, analyze your competitors’ content to get some of their links.

3. Link anchor text is a must for relevancy

You are expecting relevant links in your site, but do you know how Google identify relevance? Well, this isn’t much complicated. Initially, from the backlink’s anchor text. The title of the back link page can give an idea about the page, although it is not as effective as anchor text. Even though the anchor text is supposed to be relevant to the subject, ensure that it isn’t too similar, or you can get yourself into Google’s penguin penalty.

4. Content relevance can attract more users

Although your content is expected to be both relevant and original, you need build a unique concept when it comes to managing your website’s content. Even if it is a personal blog or popular e-commerce pages, having a USP is the basic rule to achieve top rankings. Focus on some particular topic in-depth, rather than trying to cover everything under few number of topics.

5. Content length can affect page quality

Google’s search quality guidelines have included the significance of length of content for page quality and rankings. Create copies over 2000 characters as longer content is one of the reasons for better ranking. An ideal content length may differ depending on the niche and hence it is safe to go through the pages of your top competitor’s pages in order to get an idea of the right size of content and keywords.

6. Click-through rate is highly correlated to site ranking

A click-through rate (CTR) is a ratio of the number of times a search list was clicked on to the number of times it was displayed to searchers. SERP (search engine results page) can have a tremendous impact on rankings. In fact CTR has the highest connection with rankings and increase in CTR can boost site’s rank.

7. Social signals is the best way to reach target consumers

Social signals matter as social media platforms like Facebook, Pinterest, Twitter and Google+ play a major part in increasing ranking through social shares. Social signals refer to web page’s collective shares in all social accounts. It is important to build a comprehensive social media strategy that can focus on promoting high-value campaigns.

8. Technical SEO factor like mobile friendliness

Google has started to index the mobile version of websites and hence they will analyze mobile pages against ranking signals. This is done so that they can determine how the site can rank in both mobile and desktop search results. As the matter of fact, more than 50% of the search queries globally are made from mobile devices. So it has become mandatory to have web pages optimized for mobile devices.

9. Page speed

Page speed is used in Google’s ranking algorithm. This can influence your SEO indirectly, as search engines will crawl fewer pages if your site is slow, and this could affect your site’s indexation. Page loading has a lot of impact on the users as they might tend to leave the page if it takes more than 2 seconds to load. Uncompressed content, images or CSS files can be a major reason for this.

10. Domain history

A site with unstable ownership via whois or numerous drops may tell Google to reset the site’s history, nullifying links pointing to the domain.

11. LSI keywords and Meta description

LSI keyword (Latent semantic indexing keywords) in page Meta tags helps Google with relevancy signal. For instance if you have mentioned the word ‘Apple’, it will find out whether you mentioned it as a fruit or as a brand. LSI and SEO go hand in hand as search engines like Google are always keen for relevant content for any particular term or topic.

12. Impeccable grammar and error free content

This an important quality signal, and this is one reason which makes your content intriguing and readable for audiences. Proper proofreading of content is must in order to avoid errors. A planned content strategy with informative and professional write ups can bring more consumers which may eventually boost your conversion rates. Also, place the content with proper navigation and easy interface, so that the readers will find it convenient to find the topics or queries they need.


5 comprehensive tricks to succeed in Ecommerce SEO

There are various specific challenges in doing marketing with e-commerce websites and the promotion requires proper balancing and planning in terms of evolving strategies. As online stores are very huge websites which simultaneously carries out multiple tasks, it can turn into a nightmare if you do not follow certain time saving tactics.

1. Compile 3 separate keywords lists

The 3 stages in which the customers tend to use the keywords are, while they research, compare and purchase. Also, don’t miss the research pattern that your target audiences follow, and they are: – gender, age, and social status. Spend a significant amount of time in research, as you need to know what your audiences are searching for.

To make it easier follow the 3 steps given below:

Prepare a list of action keywords which is expected from the consumers while comparing and purchase stages. They might have queries before making a decision.
E.g. price, review, buy or compare

Get a full list of brands which you are dealing with at your store.
E.g. Sony, Samsung and so on

Try compiling categories, product names and their core properties.
E.g. TV, laptop, smartphones or say the size of these devices (34 inch display).

2. Mix the keywords up

Once you’ve worked out well with these the above three, start putting together search phrases. You just need to combine generic keywords with product keywords and their properties. You can manually compile dozens of keywords. To make this task easier, use Rank Tracker’s word combination to get a full list of long tail keywords. Here’s how it works-

  • Open a project in Rank Tracker.
  • Click the suggest keywords button.
  • Select word combination from the available keyword research method, and then click next.
  • Select all the sections that you wish to combine, and then enter all keywords in the column, finally click next.

You will get instant results. Select keywords for your project and then click the update key to analyze their search volume, competition and Keyword Efficiency Index. This is one of the time saving techniques.

3. On-page optimization made easy

If it’s an e-commerce website it will typically have a limited set of category pages but a lot of product pages as that’s what they aim. It is not that easy to create unique titles, H1 tags and product descriptions for so many products. But luckily the slot machine approach helps in doing the same and it can classify keywords into different sections like awareness, research, comparison, purchase and retention. For instance, buy (Product Name). Implement schema markup which is a code that you put on your website to help the search engines return more informative and useful results for users. Product schema and review schema are the most important ones. Once this is done, the snippets of your website will get in-depth information like, rating, price, availability to help your website standout in the SERPs.

4. Avoid content duplication

This is mainly divided in two categories:-

  • Off-site – The content appears on too many websites across the world.
  • On-site – Many web pages feature the same content.
i) Ways to fix off-site duplication

It is a common practice for ecommerce sites to use product descriptions, images and specifications provided by manufacturers. This makes sense as you can extract accurate information through the manufacturer. But there are other ways which you can adopt to deal with the same.

  • Write a unique description for each item by hiring a team of professional copywriters
  • Leverage user-generated content and pay incentives or bonus to customers who leave elaborative and well defined review.
  • Create a Q&A section for each product or a unique FAQ section.
  • Optimize product category pages if you don’t have enough time and resources to work.
ii) Ways to fix on-site duplication

On-site duplication is a frequent problem and can be the result of e-commerce CMS ot illogical website structure. There are two possibilities that can lead to on-site duplication:-

A. Product may belong to several categories like for instance; A Videocon TV could be a part of categories like home furnishing, Electronics (TVs) or brand name (Videocon).

B. CMS (Content management system) could provide separate URL and page for the same product. This can be on different elements like, size, color or other specification.

These common problems can be handled with several solutions as stated below:-

  • Use the site’s crawl budget wisely in order to create master URLs in which the CMS will always return to one URL no matter which path the user prefers to take.
  • Use canonical URLs which has unique traits like your blog/content will automatically save multiple URLs when you place the same post in multiple sections.
5. Creating SEO friendly pages for unavailable products

There are times when your store runs out of certain products or even discontinuous the sales of any particular item. These cases can be handled differently.

A. Create smart pages for temporarily unavailable products
  • Include the arrival date or the product availability status to inform the customer if they could wait for the product.
  • Make provisions for sending the notification via emails or messages when the product arrives.
  • Give them an option to preorder the item.
  • Add a list of similar products and offer them alternative option of different brands or manufacturers.
B. Ways to handle permanently discontinued products
  • It is a known fact that 404 is a common way to remove pages from the search engine index; hence the overall ranking of the website won’t be affected.
  • Create a 301 redirect to a similar or relevant product. This helps in increasing the load time and confusing the visitor to eventually check the alternative product.
  • If you don’t wish to use the above tactics, simply keep the product page as it is, and inform the customer that the item is currently unavailable. This is the best way to maintain the page rankings.
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