18 min read
Introduction
Nowadays, it’s evident that you have to work extra hard for your SEO. If you use the right methods, your page, videos, and images will achieve the expected optimization levels. However, many businesses do not pay attention to their meta description.
It may seem like a small aspect, but it has a lot of influence on your page’s click-through rates (CTRs). An engaging meta description convinces searchers’ to click on your page over your competitors. As a result, it helps give your audience positive search experiences since they can see answers to their query on the search results. In case you are not sure about how to write an appropriate meta description, read through this guide.
What is a meta description?
A meta description is a short paragraph usually positioned as a meta tag in the HTML of a webpage. It gives a summary of the entire text and also comes up on search engine results. Moreover, it can appear whenever your articles are on social media channels and other websites.
The description is part of a snippet that includes two elements; a slag and an SEO title tag and meta description tag. The former is the URL of your page, while the latter is the version of your title on HTML.
Where to add Meta Descriptions
The appropriate position to add your blurb is on the head section of your meta description HTML page. Therefore, the meta tag should be as follows;
meta name=’ descripton’content =’a page’s description of a webpage.’
It may seem like a challenging procedure, especially if you are not conversant with web development. However, using some content management platforms like HubSpot or WordPress can make your work easier. While using either of the systems, you can bypass the HTML coding process since they have settings that allow you to make changes on the title tags, and meta descriptions length.
Alternatively, you can use other SEO plugins like Yoast to add the text to your page. It lets you preview your blurb to see how it looks like in SERPS.
How to write the Best Meta Description
Writing a meta description will help if you think about selling the concept on your entire page in one paragraph. Other attributes that you should consider to achieve an excellent link and boost your SEO include;
Use Focus Keywords
When you place the right meta keywords on your description, it increases users’ chances of clicking on it. Additionally, Google usually bolds such words since people want to see what they search. Therefore, they end up hitting on the link since they get the assurance that what they want is behind those words.
However, keep in mind that you should not keyword stuff when crafting your meta tags. If you aim at using several essential words, you can do a keyword search to determine the most vital ones. Here is a good example of keyword stuffing (don’t do this):
Use an Optimal Length
The required meta description length depends on the content and the subject you intend to convey. It would help if you tried to maintain a convenient optimal size to avoid some essential words getting cut off, which will reduce the impact of your link. Therefore, it would be best to maintain characters of about 160 – 180 since it’s the recommended size by Google. Further, remember to communicate your message clearly within those parameters.
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Include a call to Action
If you sell various products and services on your page, a call to action (CTA) is essential in your SEO meta tags. When people search for similar items on Google, they would also like some leads on what to do to get the commodities. Therefore, adding a CTA would lure potential customers into looking at your page. In our Diib meta description you’ll see “Scan your website in 60 seconds” which is a prime example of a call to action:
Ensure that its Relevant
A meta description helps to boost your visibility on search engine outcomes. However, it would be best if you refrained from writing deceiving information for the sake of convincing users to click on your link. Instead of increasing traffic on your page, a deceptive snippet will add bounce rates and decrease your site rankings. Make sure you convey the correct message that corresponds with your content.
Ensure its Unique
Remember, everyone wants to have a compelling meta description; thus, try to have a unique one. Too many similar texts tend to hamper user experience on Google since all pages look similar despite having different titles. Hence, your page will end up having lower ranking levels. If it’s challenging to find a unique blurb, it would be wise to let the SEO description generator choose a useful snippet for your page with the meta keywords used in various queries. Check out these identical meta descriptions:
(Image credit: moz.com)
Use an Actionable tone
Try to be creative and resourceful when coming up with SEO meta tags. It helps to create curiosity among readers while searching for your content. Additionally, it acts as an invitation for users to click on your page.
Include some Specifications
If you have a website where you sell tech-savvy products, it would be an excellent idea to include technical specifications. For instance, you can include information such as SKU, price, manufacturer, and more. If a potential client wants a product in your store, they will quickly spot such details and click on your page for more information.
Avoid Double Quotation Marks
When you use quotation marks meta description HTML, Google tends to cut off the tag when it emerges on a search engine. Thus, it would help if you eliminated any non-alphanumeric characters from your text. Besides, if you have to use quotations, please use the HTML entity to keep away from truncation.
Include some Value Propositions
Try to give your readers practical reasons why they need to view your page. You can include details such as the benefits of your content, what they will learn, and the problems you will solve.
Maintain an Active voice
Note that using passive language on the sentences in your description may turn off your audience since it is boring. On the other hand, using active language makes your message exciting and straightforward to comprehend and visualize. Additionally, it helps to grab peoples’ attention and engage them to check on your site.
Create a meta Description with Excellent page Titles
If you want to boost SEO through your meta description, try to develop a significantly strong meta title. You can focus on vital elements such as;
- Position your keywords near the start of your title
- Try to include your brand name whenever it’s necessary
- Get unique page titles for every page
- Remember to also focus on your readers, not only search engines
Use different Snippets on Social Media
Note that social media platforms like Facebook and Twitter use your pages defined meta texts as their descriptions for featured posts. Therefore, you can make some adjustments to your blurb using the SEO description generator. As a result, you get additional options to customize your page data and suit different platforms’ appearances when your page gets shared on social media. For instance:
Conduct a check on your work
It would help to conduct an assessment of your SEO meta tags to ensure that you hit the optimization practices on SERPS. You can use the SEO checker to scan your page for any errors. It assists you in identifying where you may have left out optimization opportunities on your meta description.
Tips for Writing an Excellent Meta Description
After learning about a good meta description’s critical attributes, you also need to know some vital tips for crafting one. One crucial factor to consider is to keep in mind that you need to motivate your readers to click on your page and not other competitors in SERPs.
Therefore, what you provide in your URL should effectively entice your target audience.
For example, if you want people to look into your home page, try to include your brand in the meta description. Also, for a product page, use a creative snippet to act as a marketing tool for your items. Moreover, having a URL that gives a sneak peek of what to expect on your website will ultimately attract more readers to your page. Here are a few tips to consider;
It Should be Inviting
You may have searched for the best keywords in your niche and thought that stuffing them will attract your potential clients. However, your meta description will end up looking odd and can even confuse some readers, especially when you have unrelated phrases in your keywords. Therefore, try to come up with a blurb that has a warm and inviting tone. As a result, it will encourage users to check into your page.
Monitor your Competitors
Once you create an excellent SEO meta description that increases your ranks, your page may organically peak on SERPS. Please remember that your competitors are also working towards becoming better within the same industry. You, therefore, need to keep on monitoring them, mainly if they utilize Google Adwords. It will assist you in making the necessary adjustments to your SEO techniques.
Note that you should avoid using too many ads that may portray your snippet as an advert. Instead, focus on enriching it with more details about your services or products to generate more clicks. Here are some examples of snippets that give great information:
Choose the Right Keywords
When search engines assess your web pages, they easily capture the meta keywords used. Additionally, Google scrutinizes your site to determine whether you have utilized either the complementary or exact keywords.
You, therefore, need to use some LSI and focus keywords in your meta description tag. In case you do not spot the former, Google Autocomplete would be of great help. LSI keywords are the primary elements that work on ensuring your page stands out when people search for your content on search engines. Here is what the autocomplete looks like:
Where to include your meta Description
In case you are not sure of where to include the meta descriptions, here are some ideal options;
Product Pages
If you use your website to sell your products or services, you want to get as much traffic as possible from potential customers. Therefore, creating an appealing meta description will assist you in achieving your objectives.
Blog Content Pages
In most cases, blog posts are for marketing purposes. Hence, with an appropriate meat description, they should generate high traffic levels so that the message gets to a large number of people.
Home page
When creating your home page’s meta description, make sure you use it as a marketing platform for your brand. The more clicks you attract, the higher your chances of boosting your visibility and increasing your customer base.
Pages that Contain Little Text
If your website contains visual content, it’s highly likely that you won’t have a good meta description despite higher rankings. Therefore, it would be wise to add a rich snippet to your URL. Here is an example of a rich snippet tool:
A few SEO Description Examples to Check out
Here are a few SEO description examples from top organizations that can inspire you;
Uber
The taxi company uses creative and inspirational words to explain what they provide to their clients in the text. Further, they touch on both drivers and riders using 160 characters that provide an accurate seo description examples of what the business entails.
Brooklinen
On Brooklinen, you will notice that they have outlined the products and services provided in a straightforward manner. Further, they emphasize the word ‘luxury’ to convince people that they offer the best items within their business line.
Tesla
Tesla uses 22 words in their description to convey what the organization produces, represents its ambitions, and brand values.
Unique Vintage
Unique Vintage uses a description that communicates a sense of uniqueness for any occasion to make them stand out. Further, it has captured the deal on free shipping, a marketing idea that convinces clients to click on their page since they offer more value.
YouTube
YouTube’s description is informative and provides an objective of enjoyment for the users. It also gives the whole idea of what the platform offers to its customers.
Lonely Planet
Lonely Planet, a traveling company, gives comprehensive details about everything they provide, starting with a question. Additionally, the organization’s name is in bold.
We hope that you found this article useful.
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Importance of Meta Descriptions to SEO
A well-written meta description has multiple benefits on your page as discussed below;
To Increase the Click-through Rates
When your content is effectively optimized, more people will click on the meta description to view your page. Therefore, it’s crucial to make sure your text is straightforward to convince your intended audience that you offer their intended search via the ranked keyword. As a result, your site will gain a lot of traffic since people will know it provides the information they want.
FACT: We found that pages with a meta description had a 5.8% higher CTR compared to pages without a description. (Backlinko)
It can be a Section of a Larger Snippet Objective
It’s worth noting that search engines do not only display the contents in a slug, description, and titles. Therefore, you can take advantage of other tags that can give you an extra rich snippet to your search results. For example, additional links, images, and icons can boost your page reviews and product information performance. For example:
Meta Descriptions Act Like a Small Ad for Your Webpage
Whenever you search on Google, you view many meta descriptions that give brief details of an entire page. Consequently, it acts as a form of promotion for your site when they appear on various social media platforms and SERPS since it gives essential details to searchers’ on why they need to open your page.
Higher Search Rankings on SERPs
When you have a well-crafted meta description, it will boost your page’s rankings on search engines. It’s due to the frequent clicks on your link because people want to go through your site once they view the blurb on the search outcomes. With time, Google will accelerate your page’s visibility since they notice your page has more relevance than other sites with the same details.
Explicit Meta Descriptions have a better Appearance on Search Results
Defining your text allows you to make sure that your page’s best and most applicable content appears on SERPs. Note that failure to give a clear guide to Google and social media platforms on your page’s description, search engines will figure it out for themselves. The result will be an unfavorable appearance on your page’s rich snippet since essential data could miss out.
Diib®: Meta Description Analysis and Repair
Once you develop an appropriate meta description, it gives you a significant advantage in search engine outcomes. Your link will have an increase in the number of click-throughs, which will obviously increase the conversion rate. The Diib customized User Dashboard will give you actionable insights into the health and strength of your meta descriptions, and prompts for adjustment when needed. Here are some of the features that will help your SEO efforts:
- Custom Alerts, which keep you informed on your website health and any changes to the google algorithms that can affect your traffic patterns.
- Objectives with customized suggestions on ways to improve your website health (including meta descriptions) and organic traffic.
- Key insights into not only your own meta description health, but that of your key competitors.
- Syncing with your Facebook profile, giving you insights into the specifics of your social media campaign. Things like specific post performance, demographics of users, best time of day to post and conversions.
- A monthly collaborative session with a Diib growth expert that can help you fine tune your SEO efforts and guide you to growth and success.
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FAQ’s
A meta description, as we’ve discussed, is a meta tag that is usually between 155-160 characters. It is usually a summary of what the attached webpage is about. The blue words above the meta description is known as the ‘title tag’.
Google does recommend having a meta description for each and every page on your website, although they aren’t always used heavily in creating a search result page.
Google does NOT use the keyword data or information in the description meta tag to actually rank pages, although they do use them to create search snippets.
Meta titles should be about 50-60 characters long, including the spaces. Your most important keywords should always be near the beginning of your title and the least important words coming last. Your company or brand name should come at the end of the meta title.
The actual programming source code on your website should only contain ONE meta tag. If you have more than one, this could cause the desired description to not appear. Check your source code.
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