SEO Meta Description Advice

Whynoname

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In the last 3 months, one of my sites received 22k impressions in Google search but only a 3% click-through rate. I want to work on my meta descriptions to create a better call to action. What potential SEO pitfalls might this create? I don't want to undo all of the search positions I have obtained and I am still working to push these up through link creation etc.
 
Create unique and catchy content with 155 to 160 character in length. Also include matching content to that page.
 
Update a quality of unique content with minimum of 70 characters.
 
First of all, your CTR depends highly on your keyword and your project.

On one hand there are different keyword classes like informational, transactional, and navigational.
They all serve different intents and therefore have different CTRs to expect.
e.g. navigational keywords have a much higher CTR than informational terms.

Check the SERPs for your target keywords, are there many featured snippets or map packs?
How big are your competitors, are these big brands which get branded traffic?
These could also lower your CTR.

Lookup your keywords (in SERPs) and check the results ranking in front of you.
Try to figure out secondary keywords or phrases and build them into your meta description.
(you can also use google search console for that task)

Let your MD look different than your competitor ones.
Use a call to action in it.
And keep the mentioned character limits in mind.
 
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