In this post, we will cover all you will need to know about meta descriptions and their role in SEO (and outside ). We will then take you through how to write meta descriptions which convert, and also look at some killer examples from different brands out there. The reality is, a meta description can make a huge difference to your site’s performance on search engines. How? Since the dawn of SEO, meta descriptions have played a significant part of the search engine optimization procedure. Additionally, they play a massive role in delivering the ideal first impression to your clients — and it might even push up conversion prices. Well-written meta descriptions can raise your click-through rate and induce organic traffic to your site. Meta descriptions are brief, but they have a long-lasting influence on your digital marketing campaigns. While Google has stated that meta descriptions technically do not help a site’s ranking, that does not mean you should dismiss them entirely.
What is a meta description?
Why are meta descriptions important?
What should I include in a meta description?
How to write a good meta description?
What are some examples of a good meta description?
What is a meta description?
A meta description is an HTML tag that search engines use to provide searchers with a brief description of what your website is about.
Any descriptions typically cut off after 155-160 characters, although they can be any length. The duration for a meta description is anywhere between 50 to 155 characters. Behind the scenes, it slots into the meta HTML part from the part of a site’s code. You’ve got complete control over the text on your meta description, either through your HTML code or via your site’s content management system (CMS). Google will automatically generate one for you based on the articles on your website, if you do not have a meta description on your code. Their objective is simple: before they click on it, they are intended to give searchers a record of the contents of a web page. Meta descriptions are displayed under the name and URL of your website, and look like this on a search results page:
Why are meta descriptions important?
While the first result does technically include the search phrase, the constant repetition of”copy link” may come across to your users as spammy or untrustworthy. Why bother? However, your meta description will help boost your site conversions. It tells and sets expectations. The probability of them sticking around is much greater Should they know they click through and what your website is all about. It is pretty obvious that an meta description will help increase your clickthrough rate by looking at these three examples. When written they can help traffic and drive clicks to your site, and possibly boost your site’s conversion rate. Meanwhile, the result gives a brief description of exactly what their webpage is all about, so a user knows what to expect before clicking on the link. Search engine optimization specialists back up this. A comprehensive study by Yoast discovered the description was, or that meta descriptions do not affect the factor no matter the number of keywords were integrated into the description. First and foremost: because 2009, Google has maintained a meta description does not count as a element in its algorithm that was complicated. Because, beyond search engine optimization worth that is pure, your meta descriptions are an essential part of the customer journey. A similar approach is taken by the result, but also has descriptive and vivid copy which may entice users to click through to see more. Consider it this way. They’re searching for advice, when ANY search conducts in Google — and they would like to discover the source for this info. Your meta description is an chance to advertise your site, get their attention, and invite them.
What should I include in a meta description?
A meta description should include the following:
Your target keyword
Up to 160 characters
A description of what your page is about
A call to action
A. Your target Key Word
But, it important NOT. You are mirroring your target audience’s search back by incorporating the keyword in your meta description. You are essentially saying,”hey, you know that particular thing you’re looking for? Notice how the key words”bookstore” and”Chicago” are bolded in search results? That is Google’s way of drawing the user’s attention to be able to assist them get and skim the best result. When considering where to rank your page sure, Google does not count the keywords. But it’s still important to include your key word, simply Let us begin with the first one: your focus.
B. Up to 160 characters
But while there is not any black and white answer, the next bit of information might help. Google itself has the following meta description for its search page: A general guideline is to maintain the description over 50 characters and below 160 characters. Search the world’s information, such as web pages, images, videos and much more. Google has many special features to help you find just what you’re looking for. “> And this meta description for Gmail: Character count is tricky. Truth be told, there is no universal best character count — Google itself changes up the length of meta descriptions. The example above illustrates this point the example is well over 300 characters, while the second is 142 characters.
Below are a few practices, tips, and techniques to assist you write a good meta description.
Steer clear of them on your meta description while double quote marks are an essential part of composing. The reason is straightforward
So much to say, so characters. Brands and the meta description due to one reason struggle. It’s difficult to summarize of the content in a way, while integrating your focus key words on your webpage.
You can tailor your meta description when you think about what the motivation is behind the search.
The best way to do this? Write each meta description. It is definitely worth it while it requires a little bit of time.
Think such as a teaser or an introduction of your meta description. It should clearly describe the sort of content and’advertise’ it.
When writing your meta description, it’s best to steer clear. However, in the event that you absolutely need to devote a quote mark, use the HTML version (“” your quotation here””) instead.
“description” articles =”OPSM opticians provide professional eye care, prescription eyeglasses, sunglasses and contact lenses. Reserve an eye exam online or locate your optometrist that is nearest here! ”
3. Don’t use double quotes
4. Consider user intent
By way of instance, if a user conducts a search for”cheap flights from JFK to LAX”, then it may pay off to add a cost point to entice them to click.
Whenever possible are written in the active voice.
Take a look
An easy CTA, such as”Learn more today” or”Get started now”, can offer the little push a individual should click on your webpage, and convert.
Each meta description on your site ought to be unique. This does not perform well in search results while it’s tempting to hit Ctrl + C on an existing meta description for product pages.
Google believes will cut off the description in your quote mark, and that is the end of your description Should you include a quotation mark in your meta description.
An active voice is more impactful when you have a character count to get across your point.
How to write a good meta description: 5 hints and tricks
Keep it sweet and short, spark intrigue, and be sure it’s related to the keywords.
It can help if you are targeting keywords Though your meta description does not require a call to action.
Because it makes it possible to craft the perfect message to your meta description, user intent is critical. Sure, you put that as your description and can write a description of your page. But if you would like to create meta descriptions which drive revenue AND visitors, you want to place user intent.
Meanwhile, if someone is looking for”house renovation inspiration”, it is better to take an editorial strategy with your description such as Elle Decor:
5.Differentiate yourself from competitors
The first impression a user gets is that the website is a touch while their services may be flawless.
Lastly, let us take a look at this great example for the search”pet resort san francisco”:
They show that Archie Rose matches the search criteria and nevertheless appear clearly while the keywords are dispersed throughout the meta description.
It answers the user’s search query, while the meta description of The Infatuation is short. Itsounds natural’s sharp, and piques interest straight away. Plus, it stands out — just take a look at the search results that are other and it’s unique around you and it’ll see why:
At the same time, this meta description perfectly illustrates our point earlier about understanding user intent.
However, the description could be improved by removing the”About Our Friendly Resort” description at the beginning.
For example, this plumber in Australia has comprised the target key word,”plumber north sydney”, word for word in the description:
Run a search for your target keywords and take a look at the meta descriptions for the other sites out there. Try to distinguish your description from theirs, or add something to lure searchers to click.
Similarly, let’s take a look at this result for the”best pizza in brooklyn”:
First, let us take a look at this search result for”gin distillery Sydney”:
While the meta description is well above 160 characters, the persuasive copy constitutes it. The Pawington uses descriptive language, such as”beautiful”,”five star”,”lavish” and”state-of-the-art” to convey their unique selling proposition and differentiate themselves from other search results.
We get it. But in your meta description, it’s important to try and keep your tone. The goal is to build trust with the searcher that you have relevant, authoritative and high quality information. If you compose it may deter them from clicking.
The meta description of archie Rose builds trust by leading with the fact that its Australia’s most highly awarded distillery — then provides clear copy highlighting experiences and products they offer, and where they’re based.
They are most likely on their way somewhere if their pet is falling off at a pet hotel — and that means they’re probably heading to the airport. They’re highlighting the convenience and ease of their service, and enticing users to click through and convert by mentioning the Pawington is only a mile from San Francisco International Airport.
Do this, and your descriptions will naturally flow and lure people.
One of the best ways to ensure your website stands out amongst the sea of results in Google? Keep your meta description distinctive and fresh.
Meanwhile, this example from a different plumber is more natural:
Here are some examples of meta descriptions that invite users to click through and tick all of the criteria to help put it all together.
Last but not least…
If you wish to increase your traffic meta descriptions are a vital part of your SEO strategy. With the ideal character length, clear and descriptive copy, and great keyword incorporation, you’ll drive more clicks (and conversions) from search engines. And remember: meta descriptions are 1 part of SEO. For more handy information on what you want to do to get amazing ROI out of your SEO, take a look at our A-Z SEO Guide here. Examine your meta descriptions and optimize them for clickthrough rates keywords and conversion. Hop on to Google Search Console (or your own SEO tool) to determine which pages are performing best — and do not forget to run a few Google searches yourself to double check how your meta descriptions are appearing in search results.