Best Practices for Writing Meta Descriptions

Writing Meta Descriptions

Written by Jeremy Earle, JD

July 9, 2022

What makes for a compelling meta description? Learn how to write and optimize your content to appear higher in search results.

The importance of meta descriptions has long been clear. In other words, although they don’t assist your rankings, they may increase your click-through rates by enticing visitors to choose your listing over others that aren’t as appealing.

Because they don’t affect search results directly, meta descriptions are seen as an indirect indication.

However, does this imply that you should disregard them in your SEO campaign? Not at all!

If you’re interested in boosting your website’s search engine visibility and enticing visitors to click through, you’ll find all the information you need here.

Check Out These Related Articles:

What Is The Purpose Of A Meta Tag?

An HTML element called the meta description provides search engines and visitors with a brief explanation of the page’s content. It appears under the page’s title on search engine results pages (SERPs).

Meta Descriptions vs Search Engine Result Pages (SERP) Snippets.

Certain persons use the phrases “meta description” and “search snippet” interchangeably.

On the other hand, meta descriptions are distinct from search engine snippets.

You can edit the meta description using an HTML element. You can write and optimize your meta tags.

The descriptions in Google’s search results are known as search snippets. Either your meta description isn’t working, or something else is at play. This is under the authority of Google.

As far as I know, no one else has used it. Search engines may produce a description for your page completely different from the meta description you’ve provided.

The fact that this has happened before isn’t surprising. Google has been automating this procedure for a long time.

Yoast just carried out an in-depth analysis and found:

  • To better fit the searcher’s question, Google rewrites numerous search snippets.
  • They found that Google utilized sentences from the opening paragraph to construct the search snippet in two-thirds of situations. There is no guarantee that Google will do the same for your site, but the evidence suggests that an article introduction should at least explore if it would be a suitable replacement to the meta description.

For example, when the length of search snippets was increased, it was critical to know the difference between meta descriptions and search snippets (only to shorten snippets about six months later).

What Are the Benefits of Using Meta Descriptions in SEO?

Meta descriptions are no longer a ranking factor since many other variables have taken their place. However, Google revealed in 2009 that search engines utilized meta information in ranking even before and that it had been discounted long before then.

Are they still in use in the modern world?

Increased income and traffic may be generated by using meta descriptions to describe your products and services.

  • Several studies have shown that well-written and correctly optimized meta descriptions may enhance a site’s CTR in the SERPs. CTR for position one of a SERP drops an average of 5.3% when it contains a highlighted snippet, according to research from Sistrix.
  • Increased traffic quality: You’ll obtain more high-quality visitors and more hits if you rank higher in the search engine results pages (SERPs). It was found that 81.3 per cent of Google organic clicks came from page one of the search results. Only 3.73 per cent of clicks came from outcomes 6 to 10, which were the most popular results.
  • Conversions that might happen: Optimizing your meta description for user intent and closely connected to the page’s subject matter may greatly enhance the number of people who click through from search to your site.

Which Meta Description Length Is Most Appropriate?

For many years, keeping meta descriptions to a length of no more than 160-165 characters has been regarded as an SEO best practice (or 156-160 characters, depending on who you talk to).

As a consequence of this optimization, bounce rates are reduced since the meta description is not truncated in the SERPs.

Don’t rely on anybody else’s opinion. What works best for your site should be discovered.

Using Meta Descriptions to Your Advantage

Investigate Your Rivals

No matter what market you’re in, SERP research will show you what’s working for your competition so you can outdo them.

Over several days, weeks, and months, keep an eye on key search engine results pages.

Make a list of the meta descriptions displayed at the top of the search results for your target keywords.

To do successful SERP research:

Step 1: Research Your Targeted Keyword in the SERPs.

Although it seems simple, the reality is far more complicated. Identifying your competition’s kryptonite may take a long time if you have to go through each search result one by one by hand.

For this reason, we looked at the competition since it is common for the competitors to employ strategies that are already effective.

Search Engine Optimization (SEO)

Step 2: Find Out What Your Competition Is Doing To Rank Higher In The SERPs.

Take a peek at your competitors and see what they’re doing for their businesses.

Step 3: Make a Spreadsheet to Keep Track of Everything.

It’s easy to export Google search results to an Excel spreadsheet with the SEO Quake Chrome plugin. Regularly, you’ll be able to follow your competitors’ activities and keep an eye on them without incurring large monthly expenditures.

What is your customer going through?

Be sure you understand your ideal customer’s purchase path and what occurs at each level of the marketing funnel.

So presenting a specific marketing funnel here would be pointless.

Target and tweak your meta descriptions based on what you’ve learned.

The tone and style of your brand should be included throughout your content.

The tone of voice should be consistent with its brand identity; this is how the brand looks online to customers.

A brand’s voice should be reflected in each meta description, which is why each one should be distinct.

A childcare website wouldn’t employ the same voice as a corporate law firm‘s site, would it?

So, what’s the point of using a voice that sounds the same on every page?

You may target distinct personalities with a certain tone of voice, which is the primary advantage.

You may reach your target audience with a degree of depth and optimization that genuinely resonates by using personas, user intent, and keywords in combination.

Include a list of keywords in your description.

Your target audience is looking for what you’re offering them. On Google maintains that meta description keywords are not used for ranking. We’ve used bolded keywords in the meta description. But what do you observe when you do SERP research?

Even though this isn’t proof that Google is using it, it may entice your reader to click on the most relevant result and get their search needs satisfied.

You’ll get the click if your meta description is better than any other result that displays.

Use Social Media Headlines To Your Advantage

As a social media enthusiast, you’re likely to know what’s hot and what isn’t for your audience.

Your plan should already include the following industry influencers and companies.

What are the most popular themes in your industry right now? Then look at the meta descriptions in the top search results for those topics.

To know what’s trending in your business, you may check out Google Trends, BuzzSumo, and Twitter’s “Trending Topics.”

Aim For A Specific Search Purpose

Sales-speak may turn customers off like “best widgets” and other generalized meta descriptions and empty statements.

If you want the user to trust you, you need to show them that your results will meet their needs.

Rather than convincing your readers to join your sales funnel, you should focus on what they truly want to know.

Meta Descriptions For Older Content Should Be Refreshed

Stale material on a website may benefit the site and is a terrific method to resurrect outdated pages and boost search engine rankings.

Improve your social media presence by revising your meta descriptions as well. If you renew your meta descriptions regularly, you’ll be able to re-share and get greater exposure from prior articles.

The Best Meta Descriptions, As Shown In These Examples

As a result, how should a good meta description appear?

The following are some examples:

“In a personal injury lawsuit, the victim’s pain and suffering are very genuine. Find out how our injury lawyers may help you ease your pain by reading our newest blog article.”

A computer that helps you accomplish all you love and more may be found by thinking carefully about your requirements. “Let us hear from our experts,” they say.

“Can you tell me about your widget needs? Our widget experts can help you choose the right one for your application. In widgets, these are the things to watch out for.”

Each business has its own unique needs when it comes to meta descriptions. There are several ways to test your findings, analyze them, and make adjustments depending on them.

It is important to tailor your meta description to the website as a whole and the specific page on which it appears. Also, while implementing the improvements above, keep the user’s goal in mind at all times.

Meta description optimization necessitates finding a middle ground.

All of this must be done while adhering to character restrictions, suitable branding and tone of voice, as well as tailored optimizations for certain web pages.

A very sensitive equilibrium must be maintained while still including basic SEO factors.

Meta descriptions should always be written to enhance the user experience and deliver useful information in mind. That should be the sole thing you take away from this chapter.

Meta descriptions excel at this kind of work.

They won’t help you climb the search rankings, but they may increase the number of hits you get from the search since they show people the value your website offers.

You May Also Like…