Like all beautiful but hard-to-perfect things in life, writing effective meta descriptions is hard work.
A critical HTML element of every web page, a meta description is a summary of a page’s content that helps inform users and search engines about what’s on a page.
It appears in search as a clickable snippet under the blue link to indicate what’s on the page.
Your meta description is one of the first things people see when using organic search.
While building the perfect meta description can be difficult, you shouldn’t ignore it.
Each significant page on your website should be effectively summarized in its meta description, stating what is behind that blue link in the SERP and what a user will get when they click on that page on your site in a way organic
Aside from the website name, URL/domain name, and title tag, the meta description is the only other real element that users can evaluate to determine if a search result is relevant to their consult or not
Here are nine tips to make sure you give every web page the best possible meta description and that users who need your content click through to your result, thanks to the summary you’ve provided.
1. Make sure each page has a unique meta description (and title tag and URL)
Just as no website should have multiple pages of duplicate content, no website should have duplicate metadata either.
This includes meta descriptions, title tags, and a page’s main target keyword.
All of these important on-page elements have an impact on SEO and user behavior and should be used as a weapon.
Customize them to describe the page and the content on it. Make sure they entice a user to click because they are confident that whatever is on the page will be useful to them.
It should be a full sentence (or two) with keywords relevant to the page and its content.
There is no single correct way to write a meta description.
There are several ways to get the job done effectively.
And people have different styles of how they make them and what works best for them and their brand. Surely, different styles are not “wrong”.
We need to make sure we’re inventing and using the best we can to accurately and effectively describe what a page contains.
2. Start with action words (and always include a CTA)
We only have about 160 characters to get our point across. Make sure there is a CTA to guide the user through what is on the page.
Many use multiple sentences to write their meta descriptions to include keywords and details in the front half of the description, and then a custom CTA at the end of the description.
Action words, regardless of where they’re placed, help people and search engines better understand what type of page they’re about to click on (informational, transactional, etc.) and whether it’s what they really want.
We can’t be everything to everyone. But people looking for a specific page should be able to find it and get an idea if it contains what they’re looking for.
3. Use keywords and upload them whenever possible
Keywords are still important. And they are a primary indicator for people (and search engines) when determining whether a page is useful and relevant to any specific query.
The best meta descriptions use keywords at the beginning of the snippet naturally. These keywords support the content and goals of the page.
4. Be sure to include vital information about the page’s content
Include relevant information that is vital to the page’s theme, taking character length (or pixel width) into account.
You can cover critical information that helps explain the function and/or purpose of the page.
Is it an information page about a product?
Is it an e-commerce page where you can buy a product directly?
These details can set this page apart from others while enticing users to click through.
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5. Be specific
Put yourself in the shoes of the user.
What does this user need to go to the website that appears in the search?
Are there specific things being searched for in the user’s query that translate to your business to help them solve a problem?
Specify what users can expect when they open the page.
6. Maintain the voice, tone and identity of the brand
This may not translate directly into better search rankings or clicks, but brands benefit from a consistent voice and tone.
This includes specific terminology, general voice and tone, and style.
7. Consider character length (or pixel width).
Again, remember: we only have about 160 characters to get the job done.
That’s not quite enough real estate to make a strong impression, but it’s definitely enough.
Use your space wisely and make sure your full meta description is published (and not truncated).
Having the brand name in the meta description is often unnecessary and should be avoided whenever possible.
But if it’s necessary for the context, or if you need to satisfy some characters to make sure you meet the minimum length requirements, go for it.
People and search engines know what brand is behind most domains (and it’s usually on the domain). Therefore, adding the brand name to the meta description wastes valuable real estate.
9. Keep it short and sweet
It’s not just about character length.
People want quick, easy, digestible meta descriptions that tell them if your content contains the information they’re looking for.
Satisfy this need with a great meta description and title tag, and your click-through rate will reflect that.
The best meta descriptions are accurate, keyword-rich, and to-the-point.
They give users an indication of what’s behind the link they’re clicking, while still meeting the pixel limit and being easy to read.
Because search engines allow you to customize and dictate what snippets are served to users in search, it’s vital to make the most of this opportunity.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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