A well-crafted meta description not only increases a page’s visibility in search results, but also contributes to higher rankings. Read on to learn what a meta description is, how to write effective meta descriptions, the pros and cons of using automatic and custom meta descriptions, and more.
What is a meta description?
A meta description is an HTML tag that you set for a page on your website that explains in one or two sentences what that page is about. This not only summarizes the content of the page, but also convinces search engine users that your page contains exactly the information they are looking for. In other words, meta descriptions are there to get people to click through to your website, which increases click-through rates.
If you’re lucky, Google will show your meta description below your page’s title and URL in search results. But that doesn’t always happen list of kuwait cell phone numbers especially if the meta description you set doesn’t match user intent (more on that below).
There is generally no limit to how long your meta description can be, but if it is too long, Google will shorten it to fit the width of the device.
Here are some examples of good meta descriptions:
Page title: Best conversion rate optimization tools for ecommerce stores
Meta description: "If you're trying to make your ecommerce store more successful, here are some conversion rate optimization tools you can use to increase conversions."
Page title: The Ultimate Guide to SEO in 2023
Meta description: "Want your website to appear in search results? Read on to learn how to optimize your website for search engines".
Page title: Five ways to generate leads with gated content
Meta description: "If you want to generate qualified leads for your business, this article teaches you how to do it through gated content."
How do meta descriptions affect click-through rates?
While meta descriptions aren’t a confirmed ranking factor, they can affect your website’s performance by enticing people to click through to your site. Google uses clickthrough rate (CTR) to determine if you’re a good result, so if a lot of people click through to your page, Google’s algorithm will interpret that as your page containing high-quality information and move you up in the rankings.
So how exactly do meta descriptions persuade people to click through to your website?
It all comes down to two things: relevance to user intent and strong calls to action.
Matching (or fulfilling) user intent simply means giving users what they want. For example, let’s say you’re searching for how to make chocolate chip pancakes from scratch. Then you come across a page titled “How to make fluffy chocolate chip pancakes from scratch.” But the meta description for the page says, “Click to learn how to make scrumptious strawberry pancakes from scratch.” There’s a good chance you won’t click — you don’t want to make strawberry pancakes.
The same principle applies to all meta descriptions. To be effective, your meta description must:
It should summarize exactly what is on the web page
Show people that the page has the information they need
If the meta description you assign doesn't match user intent, Google's algorithm will discard it and take a sentence or two from the page's content to serve as the meta description instead. However, this description is often shortened in search results.
Calls to action (CTAs), on the other hand, are meant to tell users what to do when they see your page . Using phrases like “Click here,” “Learn more,” and “Continue reading” make it clear to users that you want them to click through to your page.
While there is no guarantee that Google will use your meta description, it is still recommended that you include it on your page in case Google does.
Getting clicks: How to write meta descriptions for maximum impact
If you want to write meta descriptions that will get clicks to your website, here are some best practices to follow:
#1. Keep it under 155 characters
While there is no specific length limit for meta descriptions, Google shortens snippets based on key factors:
Overall length of the description
The user's device (desktops have more screen space than mobile phones)
Width of characters (for example, the letter "w" takes up more space than the letter "i")
Like this:
meta description – google .png
Truncation can hurt your CTR because it puts a limit on how much information users have to decide whether to click on your page. When the information is cut short, users may continue scrolling.
That’s why we recommend keeping your meta description to 155 characters (or less). This way, you can convey your message concisely and reduce the risk of it being truncated in search engine results pages (SERPs).
#2. Use your target keyword
If you’re optimizing your content for a keyword that will likely double as a user’s search query, it makes sense to include that keyword in your meta description. Not only will this reinforce in the user’s mind that your page is what they’re looking for, but Google will also be more inclined to use (and highlight) it in search results.
In fact, Google may bold your target (or related) keywords in the meta description to help users easily scan the results and find the pages that contain the information they need. Like this:
Meta description - keywords .png
The meta description in the screenshot above stands out more because the target keyword is in bold and appeals to the searcher's needs.
Pro tip: Include your target keyword naturally in your meta description. Adding multiple keywords to your description will confuse people and will hurt your SEO instead of improving it.
#3. Give users what they want
Writing meta descriptions is an art form. Sometimes all you need is a simple summary of what your page is about. Other times, you may need to dig deep into the minds of your target audience and think about what they really want to see in your content.
For example, if a user searches: "What is an SOP?", here's what Wikipedia offers: a simple definition of what an SOP is, which may prompt the user to click on the page and read the whole thing.
Google meta description .png
But when a user searches: "buy macbook pro", the meta description at the bottom of Apple's page says:
Buy macbook SERP.png
Instead of explaining the specifications of the MacBook Pro, Apple uses phrases like "pay over time," "interest-free," "monthly installments," "choose a model," and "customize it yourself" to persuade users to buy the very expensive laptop.
Apple knows that no one wants to know what chip powers their MacBook Pro. What users really want to know is how Apple can make it easier for them to pay for a laptop while still giving them the freedom to get exactly the device aesthetic they want.
#4. Create unique meta descriptions for each page on your site
While there is no penalty for duplicate meta descriptions, it is counter-intuitive to use the same (or similar) meta descriptions for multiple web pages. They do not describe what a user will find on a particular web page, so they lack value.
Instead, write unique meta descriptions that accurately describe each page on your website. This way, users know exactly what each page is about, which can ultimately increase your CTR.
Pro tip: If you don’t have time to write a unique description for every page on your site, rank your content by importance and write descriptions for the top pages. Better yet, hire SEO writers to write the descriptions for you or use AI tools to help you summarize the pages and provide a specific length meta description for each page.
#5. Make sure your description matches the content of the page
Remember our example of “chocolate chip pancakes vs. strawberry pancakes”? Yep, you don’t want to make that mistake.
Your meta description should always match the content of the page. Otherwise (or if you use clickbait descriptions to trick users), Google may penalize you for this. Not to mention, misleading descriptions will turn people away (lowering your CTR) and reduce their trust in you (damaging your brand reputation).
#6. Add a call to action
A call to action in your meta description tells people what action to take when they come across your page. Strong CTAs usually start with a verb and are direct, concise, and engaging.
