Are you struggling to attract visitors to your website?
Are your search engine rankings not where you want them to be?
Maybe you should take a closer look at your meta descriptions.
While often overlooked, meta descriptions are a powerful tool in your website’s on-page SEO strategy.
They may seem small and insignificant, but they can make a big difference in your website’s click-through rate and ultimately, your business’s success.
what are meta descriptions
A meta description is a brief summary of a webpage’s content that appears underneath the page title in search engine results pages (SERPs).
In Google’s own words,
“A meta description tag generally informs and interests users with a short, relevant summary of what a particular page is about. They are like a pitch that convince the user that the page is exactly what they’re looking for. “
It’s usually limited to 155-160 characters on desktop and 120 characters on mobile.
You should try to keep them within those character limits to avoid them being cut off in SERPs; as they provide a snapshot of what the page is about.
Example of meta description tag in HTML:
Example of meta description in SERPs:
Words that match the searcher’s query are bolded.
Essentially, it’s like a mini-advertisement for your website that appears in search results and the goal is to entice the searcher to click through to your site.
are meta descriptions important
Meta descriptions are a crucial element of any website’s search engine optimization (SEO) strategy.
Every page or post on your site should have a meta description.
If your page does not have one, it will be harder for Google to understand what your page is about.
Additionally, Google will choose random text from your page’s first paragraph to show in SERPs.
Sometimes, even when you have a meta description, Google will rewrite them to match the searcher’s query.
Meta descriptions help search engines like Bing and Google, understand what your web page is about and rank it.
They are important because they:
- Provide users with a preview of what they can expect to see on your page. A well-written meta description can entice users to click on your link, over your competitors.
- Can influence your website’s ranking in search results. While they’re not a direct ranking factor, they can indirectly impact your website’s SEO.
- Help with brand exposure.
- Help you to send a personalized message to your target audience for that keyword.
A well-crafted meta description has the possibility of appearing on Google’s first-page results and can entice users to click on your link instead of your competitors and improve your website’s visibility in search results.
meta descriptions best practices
You can write better meta descriptions by implementing the tips below.
1. Create unique meta descriptions
Make sure that each meta description is unique and relevant to the page it’s describing.
It should either answer a question, show benefit, or provide a solution.
Avoid duplicating meta descriptions across multiple pages, as this can confuse search engines and negatively impact your website’s SEO.
Instead, write a unique meta description for each page that accurately reflects the content of the page.
2. Use keywords throughout your meta description.
Be sure to use keywords or phrases that match search intent.
This will help search engines understand what your page is about and improve its visibility in search results.
However, be careful not to overuse keywords, as that will make the meta description sound spammy.
Use them naturally and strategically.
3. Make your meta descriptions compelling and engaging
Use action-oriented language that appeals to emotions and highlights the benefits of visiting your website.
This will entice users to click on your link and explore your website further.
4. Keep your meta descriptions concise and to the point
Remember, you only have 155-160 characters to work with, so make every word count.
Keep it at 120 characters so that it’s visible on both mobile and desktop.
Use active voice in your meta descriptions and avoid using filler words or phrases.
Focus on conveying the most important information about your page.
Related: Mastering Title Tag SEO: Boost Your Click-Through Rates Now
How to structure your meta description
To structure your meta description, include the primary keyword near the beginning of the description.
Here’s an example of a well-optimized meta description for a page about SEO tips:
“Boost your website’s visibility with these essential SEO tips. Our expert team will guide you through the process of optimizing your website for search engines. Start improving your SEO today!”
In this example, the primary keyword “SEO tips” is included near the beginning of the description.
The description accurately reflects the content of the page and provides a compelling reason for users to click on the link.
wrapping up
While meta descriptions aren’t a direct ranking factor, they have the potential to increase your CTR.
By following these best practices, you can improve your website’s visibility in search results and attract more users to your site.
Remember to make your meta descriptions unique, relevant, and engaging, use keywords strategically, and keep them concise and to the point.
The best size for a meta description is 120 in length.
With these tips in mind, you’ll be well on your way to mastering meta descriptions and improving your website’s SEO.