Meta descriptions are HTML attributes that provide a brief overview of a webpage’s content. They appear in the search engine results pages (SERPs) under the title and URL of a webpage, giving potential visitors a glimpse of what to expect from the page’s content. Meta descriptions are therefore an important component of search engine optimization (SEO) and play a crucial role in helping websites attract more traffic and achieve higher click-through rates.
In this section of our guide, we will explain everything you need to know about meta descriptions so you can create the best possible foundation for your own.
A meta description is the limited text that appears in the search engine results pages (SERP) below the title and URL of a webpage. It is a short summary of what the page is about and should entice the user to click through to your website.
Here is an example of what a meta description might look like:
Even though meta descriptions do not have a direct impact on rankings in search engine SERPs—Google and Bing, for example, have stopped using meta descriptions as a ranking factor—a well-written meta description can influence how many people click through to your website.
While the description itself may not affect rankings, the number of users clicking on your page does have a direct impact on placement. This means a well-crafted meta description is important for your site’s ranking.
A well-written meta description can entice users to click through to your website, resulting in a higher CTR and more traffic.
A well-written meta description will include relevant keywords. If your page appears in the search results for the keyword that was used, these terms will be highlighted in bold by Google, making your listing stand out and attract more attention from readers.
A clear and concise meta description can help users quickly understand what your page is about. When the content of your meta description is relevant to users’ searches, it leads to an overall improved user experience on your site.
Creating effective meta descriptions is an essential part of any SEO strategy. Here are some tips to help you write engaging and effective meta descriptions:
The maximum length of characters that Google shows in its search results is about 155–160 characters, so your meta description should not exceed that. Keep it short and to the point.
You can use several tools to help ensure this, for example, Yoast can give you direct feedback on what you need to improve in your title and/or meta description.
As mentioned earlier, the keywords you include in your meta description will be highlighted in bold, drawing the user’s attention to the content. By including your keyword in the meta description, you not only improve its relevance and visibility in search results but also signal to the reader that your page is about what they searched for.
Use your meta description to showcase the advantages of your page or content. Since the meta description is the first thing users see after the page title, you want to persuade them to click through to your page. You can apply the same strategy here as when crafting your SEO titles. If you’re unsure how to do this, you can revisit earlier sections to see examples.
Avoid using the same meta description for multiple pages on your website. Just like with your titles, you don’t want competition between your own pages’ meta descriptions. Each page should therefore have its own unique meta description that reflects that specific page’s content.
To effectively implement meta descriptions, it’s important to follow a structured process. This will save you time as your website grows and you have more pages to manage.
Before making changes, assess the current state of your meta descriptions. Look for missing, duplicated, or poorly written descriptions. Identify high-performing and low-performing pages, then compare their meta descriptions to see where they differ. Think about what you can do differently or how to rephrase the descriptions for the underperforming pages.
Identify the pages with low click-through rates or high bounce rates and prioritize those that are most important for your SEO goals. These might be landing pages or pages with high search volume. Next, conduct a keyword analysis and competitor analysis to spot optimization opportunities. You can also factor in the comparisons from your earlier review.
Create a document or spreadsheet to track which pages need new descriptions and which ones need updates. Assign responsibility for writing, editing, and reviewing the new or updated descriptions. Finally, set a timeline for completing the process, considering the number of pages that need attention and the resources available.
When prioritizing which pages to optimize first, consider the value and purpose of each page for your overall SEO strategy. Focus on pages most likely to drive traffic and conversions. Remember, each page should have a unique meta description that accurately reflects its content and purpose.
By following these steps, you can create compelling and effective meta descriptions that improve your website’s visibility in search results and drive more traffic.
One final tip is that it can be helpful to create a template for how your meta descriptions should look. Our meta description template, which we’d like to share with you, looks like this:
Meta descriptions may seem like a small detail, but they can have a big impact on your website’s visibility and CTR. By following these tips and creating engaging meta descriptions, you can improve your SEO and attract more visitors to your site.
Remember, your meta description is often the first impression a user gets of your website.