You’ve probably heard of meta descriptions before, but what are they and how do they affect your content’s performance? Well, in short, a meta description is a brief description of your web page that appears under your title on the search engine results pages (SERPs).
Meta descriptions are important in SEO content writing because they give you a chance to sell your content and inspire people to click. Learning how to craft a great meta description is key if you want to drive more of the right traffic to your website. But how do you do that?
Here’s everything you need to know about meta descriptions so you can use them to your advantage and up that click through rate!
What is a meta description?
A meta description is an HTML element that summarizes the content of your web page in one to two sentences. It appears beneath your page’s title on the SERPs.
But why are meta descriptions important for SEO?
They help readers decide whether or not your page has the right information. Writing an engaging, informative meta description will help your page stand out from others and increase the number of clicks you get.
They can also tell search engines more about what your page is about, helping them to rank you for the right keywords.
What is the ideal meta description length?
The industry standard on meta description length ranges from 50 to 160 characters (not words). However, it’s important to realize that Google only shows so many characters before it truncates the description (aka adds the “…”). The cut off point typically ranges from 110 to 150 characters. That means you need to make the most of that upfront space.
What is a meta description tag?
You may hear meta descriptions referred to as meta description tags. Here’s why. Meta descriptions are a type of meta tag. Meta tags are pieces of HTML that describe your page’s content to search engines and website visitors. For example, other types of meta tags include:
- Alternative text tags: These are descriptions that help Google understand a visual element and why it is on the page. They also enable screen readers to describe pictures to people with visual impairments.
- Header tags: Headers establish visual hierarchy, improve readability, and tell search engines and screen readers which information is most important.
- Title tags: By tagging your title, you are telling the search engines what the page is about, what to show at the top of the page, and what to show in the browser tab heading.
Keep in mind that this isn’t an exhaustive list— there are many other meta tags with different functions and purposes. Meta descriptions are just one of the many types of meta tags used on websites.
Meta description best practices
Now, here are some tips to help you craft compelling descriptions that get clicks.
1. Address the user’s intent
Remember to consider user intent when crafting your meta description, meaning why the person is searching for the keyword phrase. Are the people who come across your web page looking for answers to questions? Products and services? Addressing the reader’s needs and pain points will make them more likely to click on your page.
Additionally, try to include your target keyword somewhere in your description. Google will highlight phrases in your description that match the user’s search query. These bold words may catch the reader’s eye and attract them to your page.
2. Set expectations
Searchers want to know what to expect before they visit a website so they don’t waste their time. Paint a clear picture of what readers will find and demonstrate the value of your content. Avoid using vague, misleading language or clickbait as it will break trust.
3. Differentiating factor
Meta descriptions provide an opportunity to stand out in a crowded field of search results. A unique, snappy description will pique the reader’s interest and motivate them to click on your page. Don’t be afraid to inject some humor or emotion into your copy to make it more relatable. Asking an intriguing question or including a call-to-action can also encourage searchers to pick your site.
Good meta description examples
Want to see some good meta description examples? Here are three that rank on the first page of search results for their target keywords.
Neil Patel’s meta description includes several relevant search terms without sounding unnatural. It begins with a relevant, open-ended question and shows that he is going to cover the topic comprehensively. The reader won’t just learn how to rank but what it means and probably other supportive info.
This one also opens with a question to the audience which the author believes is the user’s intent for the search. It then clearly explains what the content is about so searchers know exactly the benefit they are going to get — they’ll learn how to set up and optimize a YouTube channel the right way.
Last but not least, this example lets the reader know more about what they are going to get — a step by step guide. It also clarifies that it will help you build a website with a website builder, not just WordPress. This is helpful because that detail was cut off in the title. Then, it starts into the article, including the keyword which gets bolded.
Why aren’t my meta descriptions showing up on search engines?
Search engines like Google won’t always show your meta description in the search result list. They may decide that another excerpt is a better representation of the content. However, even so, it’s a good idea to always add your optimized meta description to help web crawlers and users as much as possible.
Final takeaways on meta descriptions
While the title is the first thing that catches a searcher’s eye, the meta description can be the element that persuades them to click. Being so, it’s worth it to take a little bit of time to craft a great one that will help you close the deal in those critical moments.
Have questions or comments about meta descriptions? Drop them below and we’ll get back to you within two business days.