How to Write the best Meta Description?

What is a Meta Description?

A meta description is a brief summary of the content on a webpage that appears in search engine results. It is usually around 155 characters long and provides users with an idea of what they can expect to find on the page.

Example of meta description in Google for the query "what is a meta description"

A user searching for sth in google, first see in the SERP (Search Engine Result Page) the titles, the meta descriptions and the site name, based on this informations, he has to choose one website where he wants to navigate to.

Why a Meta Description is important?

A well-crafted meta description can increase click-through rates and improve your website’s visibility on search engines. Studies have shown that well-written meta descriptions can increase click-through rates by up to 30%.

Examples of Great Meta Description

Here are some examples of great meta descriptions:

  • 1) “Discover the best tips for healthy living with our expert advice on nutrition, exercise, and mental health. Join our community today!” This meta description is concise yet informative, highlighting the benefits of visiting this website while also encouraging users to engage with their community.
  • 2) “Find affordable flights to over 100 destinations worldwide with our easy-to-use booking platform. Book now and save up to 50% off!”. This meta description includes a clear call-to-action (CTA) that encourages users to book their flights immediately while also emphasizing the cost savings they can expect.
  • 3) “Get inspired by stunning home decor ideas from around the world! Our curated collection features unique designs that will transform any space.” – This meta description appeals directly to those looking for home decor inspiration by using descriptive language that highlights what sets this site apart from others.

Tips for writing the best Meta Description

Use only one

In this article recommend to use only one Meta Description for avoiding confusing search engines.

If you don’t use a meta description, your search engine will analyse your text and make one for you, this one will not be the best for your users.

Consider The Customer needs

When writing meta descriptions, it’s important to consider the needs of your customers. Your meta description should provide a clear and concise summary of what your page is about, while also addressing the pain points or questions that your target audience may have.

One way to address customer needs in your meta description is by using language that speaks directly to them. For example, if you’re selling skincare products for sensitive skin, use phrases like “gentle formula” or “soothes irritation” in your description.

Another strategy is to include specific benefits or features that set you apart from competitors. For instance, if you offer free shipping on all orders over $50, make sure this is highlighted in your description.

Use a Target Keyword

Including relevant keywords in this description can help Google and other search engines understand what your page is about.

In this article, Google say that they do not use keyword in meta tag for ranking.

However research shows that including a target keyword in your meta description can increase click-through rates (CTR) by up to 5.8%. If your CTR is better your ranking will also be. So we recommend to include Target Keyword in your meta description.

Keep It At Optimal Length

The ideal length for a meta description is between 120-155 characters. This ensures that the entire description appears in search results and doesn’t get cut off.

Studies have shown that shorter meta descriptions tend to perform better than longer ones, as they are more concise and to the point. In fact, according to a study by Yoast, meta descriptions with fewer than 100 characters had a click-through rate of 8.6%, while those with more than 300 characters only had a click-through rate of 5%.

Google say There’s no limit on how long a meta description can be, but the snippet is truncated in Google Search results as needed, typically to fit the device width.”

Include a Call-to-Action

A call-to-action (CTA) is a crucial element in your meta description. It encourages users to click on your link and visit your website. According to a study, meta descriptions with CTAs have a 17% higher click-through rate than those without one.

To write an effective CTA, use action-oriented verbs such as “discover,” “learn,” or “explore.” Make it clear what the user will get by clicking on your link. For example, if you’re selling shoes online, you could use a CTA like “Shop our latest collection of stylish shoes now.”

Remember to avoid using generic phrases like “click here” or “read more.”

Avoid using list of keyword

Google don’t recommend to use a list of keyword

Bad (list of keywords):

<meta name=”description” content=”Meta description, SEO, practice, Traffic”>

Better (explains what the shop sells and details like opening hours and location):

<meta name=”description” content=”Get everything you need to create Meta Description that generate traffic.”>

Avoid Duplicate Descriptions

Duplicate meta descriptions can harm your website’s SEO efforts. Search engines like Google prefer unique and relevant descriptions for each page of your website. Duplicate one can confuse search engines and lead to lower rankings in search results. According to a study by Moz, 30% of websites have duplicate meta descriptions, which is a significant number.

Don’t Stuff Keywords

When it comes to writing meta descriptions, many people make the mistake of stuffing keywords in hopes of improving their search engine rankings. However, this approach can actually harm your website’s visibility. Google has become smarter and now penalizes websites that use keyword stuffing tactics.

Refresh For Older Content

As time passes, the meta descriptions you wrote for older content may no longer be relevant or effective.

To ensure that your older content continues to attract traffic and engagement, it’s important to refresh its periodically. By doing so, you can improve click-through rates and increase visibility in search engine results pages.

According to a study by Yoast, updating meta descriptions can lead to an average increase in click-through rates by 20%. This means that even small changes can have a significant impact on the performance of your older content.


Test and Optimize

To test and optimize your meta descriptions, start by analyzing your current data. Look at which pages have high bounce rates or low click-through rates, as these may indicate that your meta description needs improvement.

Next, experiment with different variations to see which ones perform best. Use A/B testing tools to compare different versions and track their performance over time.

How to add a meta description

In your code?

You need to include <meta name=”your_meta_description” >within the head section of your webpage’s HTML code.

Meta description in HTML

In wordpress?

Adding a meta description for WordPress is an essential step in optimizing your website’s search engine ranking. To add one, you need to install an SEO plugin like Yoast or All in One SEO Pack. Once installed, go to the post editor and scroll down to the section labeled “Yoast SEO” or “All in One SEO Pack.”

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