For search engine optimization, meta descriptions are critical. They’ll encourage users to click through from search results pages if done properly.
The objective is to give a brief synopsis of the website.
According to Google’s guidelines:
The meta description tag on a page tells Google and other search engines a brief summary of the content of the page.
Search engine rankings are not directly impacted by meta descriptions.
However, they contribute to the understanding of a page’s content by potential site visitors, which may have a favourable effect on search referrals.
Here, you’ll discover how to write fantastic meta descriptions that will both aid search engines in comprehending the content of your page and motivate users to go through to your website.
What Is A Meta Description?
The meta description, which is formally referred to as an HTML element, gives both searchers and search engines an overview of the contents of a webpage.
On search engine results pages (SERPs), it is shown beneath the page’s title. Search snippet is made up of the URL, title, and meta description.
Example of Meta Description
The World Wide Web Consortium (W3C), a global body in charge of establishing HTML standards, says the meta description has three characteristics.
Three characteristics make a meta description legitimate:
- Users are completely free to type whatever they wish as long as it accurately defines the webpage.
- A search engine must be able to use the summary.
- Each webpage can only have one meta description.
Meta Descriptions vs. SERP Snippet
Some individuals incorrectly use “search snippet” and “meta description” interchangeably.
However, search snippets and meta descriptions are two separate things.
You have control over the HTML element used for the meta description. Your own meta descriptions can be written and optimised.
The summary that Google provides for your website is known as a search snippet.
Importance of Meta Descriptions for SEO
There are no ranking criteria for meta descriptions.
So, how should they be applied today, and why are they significant?
By persuading visitors that the website they are visiting provides the information they are looking for, meta descriptions can promote clicks, traffic, possible conversions, and sales.
The meta description tag should be used to summarize the content of the webpage, according to Google’s recommendations for best practices.
But it also proposes using it to convince visitors that the information is what they are looking for.
The top spot in the search results is what SEO aims to get for the website.
Because it convinces the user to click on the homepage, the meta description is crucial to SEO because it makes that high position a success.
Ideal Meta Description Length
Meta descriptions should not exceed 160–165 characters, which has typically been regarded as a conventional SEO recommended practice (or 156-160 characters, depending on who you talk to).
This optimization helps prevent the shortening of the meta description in the search results, which is the justification behind it.
However, Google uses the meta description to better comprehend the webpage, and although Google advises no longer than a brief paragraph, there is no maximum length for the meta description.
Because Google can only display a certain amount of the meta description on a search results page, SEOs advise staying inside that restriction.
According to Google, write as much as a paragraph while being concise.
According to the W3C HTML standards, there is no restriction other than the fact that it is a “free-form string,” which implies there are no restrictions on how much text may be used.
The optimum length of a meta description may be stated to be as long as you need to adequately summarise the webpage but no longer than a brief paragraph if one wants to follow Google’s recommendations.
In the end, trust your own judgement.
7 Tips For Creating Great Meta Descriptions
1. Research Your Competitors
Whatever your sector, SERP research will allow you to see what your competitors’ copy looks like when it’s working without having to change it, which may give you ideas for better meta descriptions.
You might be able to learn more about the proper approach to do it by looking into which meta descriptions are successfully displayed in the search results and which ones are modified by Google.
2. Monitor Your Customer’s Journey
Determine the ideal buying process for your target audience and what occurs at each marketing funnel level.
The marketing funnel might differ significantly based on your target market, thus providing a detailed example of one would be useless.
Your meta descriptions should be targeted and customised in accordance with your research, but the ultimate objective should always be to accurately summarize the webpage’s subject.
3. Use the Distinct Tone and Style of Your Brand
Every brand should have a distinct voice that is consistent with its brand identity since this is how the brand is perceived by users while they are using it online.
Each meta description needs to be distinctively written and customised to the way the brand’s environment amplifies its tone of voice.
You wouldn’t speak in the same voice for a website about corporate law as you would for one about digital marketing services, would you?
So why would you speak in a monotone voice from page to page?
The fundamental advantage of tone of voice is that it targets specific personas based on keywords.
In order to reach your target demographic with a level of depth and optimization that genuinely resonates, it is possible to target personas with user intent and combine keywords with this research.
4. Include Keywords Used by Your Target Audience
According to Google, the meta description does not contain keywords that are used for ranking. But what do you discover when you conduct SERP research? Keywords are highlighted in the meta description.
This can lead your reader to the most pertinent outcome that will meet their search criteria.
You’ll get the click if your meta description meets their needs more effectively than any other result that comes up.
5. Get Benefit From Popular Social
When it comes to figuring out exactly what’s hot and what isn’t passing muster with your audience, you’re probably on the up and up in your business as a social media expert.
Your plan should already include following influencer accounts and business accounts in your field.
Taking it a step further, determine what subjects are popular right now in your industry and look at the meta descriptions for the top-ranking results.
It’s a good idea to check Google Trends, BuzzSumo, and Twitter’s Popular Topics to discover what might be trending in your business.
6. Focus On A Particular Search Intention
Prospective buyers may be turned off by generic meta descriptions, bogus claims like “best widgets,” and other sales-speak.
It’s crucial to provide users reason to believe that your solution will fulfil their search query’s purpose.
Instead of attempting to influence your readers into your own sales funnel, you should talk about what they are truly interested in.
7. Update Meta Descriptions of Older Content
A website can benefit from updating stale content, and it’s a terrific approach to gain new traffic for older pages.
Additionally, by updating your meta descriptions, you may gain greater traction from social media.
If you regularly update all of your meta descriptions, you can share older posts and gain more visibility.
Optimizing Meta Descriptions
The foundations of a meta description, according to Google, are, to sum up the content, be concise yet use as much language as is necessary, and avoid using it only for keywords (keyword stuffing).
Additionally, it is advised that the meta description appeals to potential site visitors.
Although the W3C and Google do not recommend using the meta description for keywords and a call to action, traditional SEO techniques do.
The best method for meta descriptions is to condense the webpage’s subject so that potential site visitors feel confident that their questions can be answered with a single click.
For more such tips, updates and learning resources, stay tuned to Insitebuild Blog.
