As an SEO expert, it’s essential to understand the significance of meta descriptions in improving a website’s visibility on search engines.
A meta description is like a brief advertisement for your webpage. It appears in search results and gives users a snapshot of what to expect.
So, here I will explain how to write effective meta descriptions, which are crucial because they directly impact how often users click on your page.
In this article, I’ll guide you through everything you need to know about meta descriptions.
Content Outline
What is a meta description?
A meta description is a brief summary of a webpage. It’s a small piece of code in the webpage’s HTML that describes the page’s content.
When you search for something on the internet, you see a list of results. The meta description is like a short blurb under the title that gives you a quick idea of what the page is offering.
It helps you decide if you want to click on that link or not. So, it’s like a little preview of what’s on the webpage.
Why is meta description Important?
Having a good meta description is important for your website in search results.
Two big reasons why each page should have a well-optimized meta description are:
Helps People Understand Your Page:
Think of the meta description as a short movie trailer for your webpage. It gives people a quick idea of what your page is about.
So, when someone looks at the search results, they can decide if your page has what they’re looking for.
Increases the Chance of People Clicking:
A good meta description can encourage more people to click on your page. If it sounds interesting or relevant to what they’re searching for, they’re more likely to click on your link.
It’s like making your website stand out in a crowd of search results.
Thus, a well-crafted meta description helps people know what your page is about and makes them more likely to visit your website.
It’s like creating a good first impression for your webpage in the world of online searches.
1. It helps users
The main job of a meta description is to give users a quick idea of what a webpage is about using just a few words. When people search online, they want to find answers fast.
Well-written meta descriptions help users understand what different websites offer right from the search results page.
This way, users can quickly pick the pages that seem most useful to them.
Although a meta description doesn’t directly boost a website’s search engine ranking, it plays a crucial role in enhancing the user experience.
By making it easier for users to find relevant content quickly, it improves the first impression and overall user satisfaction with the webpage. So, while it may not directly impact SEO, it positively influences how users interact with and perceive a page.
2. It boosts CTR
Writing well-crafted and interesting meta descriptions can attract more people to your website from search results, boosting the overall click-through rate (CTR).
When your descriptions are compelling and helpful, they can persuade users to click on your page more frequently, leading to an increase in visitors, conversion rates, and more.
Additionally, social media platforms like Facebook or Twitter use meta descriptions to make shared posts more appealing to their audience.
Since social media descriptions are usually shorter, it’s recommended to create content specifically designed for these platforms.
Using special metadata like OpenGraph helps make these descriptions effective. By using the right metadata and tailoring your content for social networks, you can make shared posts more attractive and grab more attention.
Is meta description a ranking signal?
No, the meta description and its click-through rate (CTR) don’t impact Google’s ranking algorithm. Their sole purpose is to enhance the user experience on search result pages.
In the past, the meta description served as a ranking signal, but this changed in 2009 when Google ceased using it due to widespread abuse, such as keyword stuffing and spamming.
Even though a well-crafted meta description can boost a page’s click-through rate, the CTR itself isn’t a factor in Google’s ranking algorithm.
In summary, while meta descriptions and CTR can improve users’ interactions with search results, they don’t directly influence a page’s ranking on Google.
According to John Mueller from Google, this is exactly what he meant:
The description meta tag is generally used for the snippet that’s shown in the search. Not everything has to be a ranking factor in order to be useful.
— johnmu is not a chatbot yet 🐀 (@JohnMu) August 24, 2020
How does Google display meta descriptions?
Google can create snippets of text for search result descriptions from two places: the content of the webpage and the prepared meta description.
The choice between these sources, or a combination of both, depends on various factors. Despite having a well-written meta description, Google may opt to generate its description from the page.
Interestingly, written meta descriptions are visible in search results only around 30-40% of the time.
Google tends to create its description in three scenarios:
Absence of a Meta Description:
If the webpage lacks a meta description, Google will generate its snippet to provide some information in the search results.
Low-Quality Meta Description:
When a page’s meta description is deemed low quality, Google may choose to create its own description to improve its representation in search results.
Mismatch with Search Query:
If the provided meta description doesn’t align well with the user’s search query, Google might craft a different description that better fits the search intent.
Even meticulously crafted, high-quality meta descriptions may be altered by Google if the content on the page offers a more suitable match for a specific search query. This adjustment aims to enhance the relevance of the search results to what users are looking for.
The length of the meta description
When it comes to meta descriptions, it’s often suggested that the text is between 120 and 160 characters.
However, there are no strict rules, and Google has officially stated, “There’s no limit on how long a meta description can be.” The ideal length might change as Google continually improves search results.
For instance, in 2017, Google temporarily increased the average character limit to 300 but later returned to the standard. So, it’s a bit flexible.
Google doesn’t have a specific limit, but it may shorten a description if it’s too long, depending on the device.
Instead of counting characters, it’s recommended to measure the meta description in pixels:
920 pixels (about 160 characters) for desktop devices.
680 pixels (about 120 characters) for mobile devices.
Remember, the actual length can vary and might change over time. You can use tools like the SERP Simulator to test how your description looks on different result pages.
Feel free to experiment with different versions before finalizing your meta description.
How to write a meta description?
To create a good meta description, you must know your audience, understand your topic, and have some basic SEO and marketing knowledge.
With a bit of practice, crafting effective meta descriptions becomes a simple task.
Here are some best practices, along with examples, to keep in mind when writing a meta description:
1. Keep it short and accurate
Your meta description is like a summary of your webpage, so keep it brief and to the point. If it’s too long or unclear, Google might cut it short or not use it.
Aim for 1-3 sentences that are very short but tell users exactly what your page is about. Also, make sure it’s not more than 120-160 characters.
Think of it as a quick and clear snapshot of your webpage for people searching online.
2. Write unique descriptions
Each web page should have a unique meta description to help users and search engines. If you use the same or very similar descriptions for many pages, Google may decide to create its own. You can use tools like Screaming Frog SEO Spider to check for duplicate descriptions.
It’s tough for larger websites, like e-commerce ones, to create unique descriptions for every page.
Here are some solutions:
Leave it Blank:
It’s not the best, but leaving the meta description empty and letting Google create its own is better than having duplicates.
Focus on Important Pages:
If you can’t write a unique description for every page, concentrate on the main pages that bring the most visitors.
Use Templates:
Plugins like Yoast SEO can generate meta descriptions using set variables. This is handy for large websites with many product pages.
Remember, automated descriptions might not be as good as hand-written ones and could still be ignored by Google. However, these approaches help manage meta descriptions for websites with lots of pages.
3. Create a compelling copy
I totally believe that laying a lot of stress on writing an attention-grabbing meta description is crucial to attracting users to your website. It’s a challenging but essential task.
Here are some practical steps to make your meta description more appealing:
Include the Focus Keyword:
Put your main or secondary keyword in the meta description. When it matches a search query, it gets highlighted, making your description more noticeable and relevant.
For example:
“Discover amazing recipes for [highlighted]quick and easy[/highlighted] meals your family will love!”
Use Active Voice:
Write in an active voice to engage users. Directly addressing them in the meta description feels inviting compared to dull, passive language.
For instance:
“Transform your mornings with [highlighted]delicious[/highlighted] breakfast ideas for a vibrant start!”
Create a Call-to-Action (CTA):
Incorporate action words like “Learn more” or “Check out” to encourage users to click. A compelling call to action makes your copy more enticing.
For example:
“Unlock the secrets of [highlighted]healthy living[/highlighted] – Let’s find out how you can start today!”
Use Special Characters:
Use symbols, numbers, or special characters to grab attention. They can make your copy more visually appealing.
For instance:
“Explore our [highlighted]limited-time[/highlighted] offers – Upgrade your [highlighted]wardrobe[/highlighted] now!”
Remember, when using special symbols, be cautious to avoid errors in the HTML code. Properly transcode them to HTML, either manually or through your website’s CMS or plugins. These techniques can make your meta description stand out and entice users to click on your page.
4. Setup structured data
Using meta descriptions along with structured data can significantly enhance how your webpage appears in search results.
Structured data includes elements like breadcrumbs, ratings, pricing, and contact information.
When combined with appealing meta descriptions, this can increase the Click-Through Rate (CTR) of your snippet, bringing more organic traffic to your website.
Structured data is particularly useful for pages with reviews, recipes, etc., allowing you to highlight crucial information directly on the search result page.
5. Check your competitors
Looking at how other websites present their descriptions in search results can give you ideas for creating your own. You can do this by looking at the HTML (and meta) tags of each competing webpage in the search results.
These tools provide details such as:
Actual Copy of the Meta Description:
This is the text that appears under the title in search results. It gives a brief idea of what the webpage is about.
Number of Characters in the Description:
It tells you how long or short the meta description should be. Remember, it’s recommended that it be between 120 and 160 characters.
Types of Structured Data:
Structured data includes elements like ratings, pricing, and contact information. Knowing what others are using can help you add relevant details to your own webpage.
Preview of the Description on Social Media:
Some tools also show you how your meta description would look when shared on social media platforms. This is important for making sure your content appears appealing when shared.
By checking these details, you can understand what works well for your competitors and use that knowledge to create a compelling meta description for your webpage.
6. Refresh Your Meta Descriptions For Older Content
Updating the meta descriptions of older content on your website can be really beneficial. It’s like giving a boost to pages that might have been around for a while.
By refreshing these descriptions, you improve the performance of those pages and increase your chances of getting more attention on social media.
When you systematically update all your meta descriptions, it allows you to reshare your older posts and get them more visibility.
Essentially, it’s a way of breathing new life into your content, making it more appealing and relevant for both search engines and social media platforms.
How to add a meta description?
You can easily add meta descriptions to your WordPress pages by using a plugin such as Yoast SEO:
- Open a new or an existing post in your WordPress editor
- Scroll down to the bottom of the editing page
- In the Yoast SEO section, click on the “Edit Snippet” button and add your copy to the meta description tab.
- Hit the “Update” button
FAQs
❓How can you locate the meta description of a webpage?
👀Why is the meta description important for a website?
The meta description is crucial in SEO because it serves as a vital factor for both readers and search engines. It assists readers in grasping your website's content and aids search engines in comprehending the message you intend to convey through your site.
🤔What is the ideal length for a meta description?
While there's no perfect length, meta descriptions generally work well within these limits: Aim for a maximum length of 155 characters or 920 pixels, and a minimum length of 70 characters or 430 pixels.
Conclusion
In summary, when improving meta descriptions, it’s best to follow Google’s advice.
Instead of just using keywords or urging people to take action, make sure your description gives a clear and brief overview of what the webpage is about.
The aim is to create an appealing and informative description that assures visitors they’ll find what they’re looking for with just one click. This approach focuses on making things easy for users and fits well with the latest SEO recommendations.
