When optimising a website for on-page SEO, the meta description is often overlooked. However, we should all pay much more attention to this aspect: while it’s true that it doesn’t directly influence Google’s results, it does so indirectly, because the more clicks a website gets, the better its ranking in search results.
For this reason, and to help you with this fundamental task, today we suggest 6 tips for creating an effective meta description, based on recommendations from Yoast consultant Michiel Heijmans, as reported by Search Engine Journal.
What is a meta description and what is its purpose?
A meta description is a snippet of up to 158 characters — though sometimes exceeding 200 characters — that summarises the content of a webpage. In search results, it appears directly below the title of each displayed webpage, allowing users to understand what kind of content they will find if they click on the corresponding link.
From an HTML perspective, the description is a tag that uses the following code:
<meta name=»description» content=»Page description, usually one or two sentences.»/>
The purpose of the meta description is simple: its main goal is to get Google users to click on the link. Therefore, these elements are there to drive clicks which, in the long run, can improve the website’s ranking in search engines.
In fact, although Google states that the meta description does not affect its search rankings, it can indirectly influence this factor. Google uses click-through rate (CTR) information to determine if the webpage in question is a relevant result for the search query. Therefore, the more people who click on it, the higher it will rank in the search results (SERP).
Hence the importance of paying close attention to this aspect.
How to write a good meta description
Considering the details mentioned above, here are 6 tips to help you create effective meta descriptions.
1) Aim for a length of between 135 and 147 characters
There is no ideal number here, as the final appearance of the meta description will depend on any additional information Google chooses to add (for example, the search engine might display the article’s publication date). Therefore, it’s advisable not to exceed the maximum recommended length (158 characters), and to opt for texts between 135 and 147 characters. Additionally, if you write content in a Romance language (such as Spanish, French, Catalan, etc.) or a Slavic language, remember that accented letters are special characters, so in HTML code, they could occupy four or five spaces instead of one.
2) Don’t hesitate to use the imperative mood
Given that the goal of any meta description is to get search engine users to click on the page link, don’t hold back from using imperative verbs. A call-to-action (CTA) can be a providential ally. However, try not to overuse exclamation marks, as Google might apply a penalty if they appear excessively. Furthermore, phrases like “discover more” or “find out more” often yield very good results.
3) If it’s a commercial product, include basic features
For example, if the webpage revolves around an appliance or electronic item, it’s advisable for the meta description to include fundamental technical specifications: brand, power, colour, price, etc. If the visitor is looking for exactly that product, you might not even need to convince them. Moreover, an attractive price significantly increases the chances of getting a click. You can also incorporate rich snippets.
4) The meta description must match the page content
There must be no inconsistencies between the two elements. Otherwise, the visitor is likely to abandon the page, which will increase the bounce rate. What’s worse: Google will interpret that users are being misled into clicking on the website link, even if it doesn’t match their searches, which could result in a penalty.
5) It must contain the fundamental keywords
If the keyword entered in the search matches the text in the meta description, Google will be more inclined to highlight that website in its search results.
6) Use unique texts for each meta description
If the meta description is duplicated, this will negatively affect the user experience. Furthermore, Google Panda — Google’s algorithm that prioritises websites providing value to visitors — could penalise the website. Therefore, each page must have its own unique tags.
In any case, it’s important to remember that the meta description is just one of many aspects influencing on-page SEO, alongside many others such as titles, headings (h1, h2, h3, etc.), body copy, etc.
If you need help understanding how to optimise this content, we can lend a hand. At B2 Performance, your digital marketing agency in Barcelona, we have the best web positioning experts to ensure your company achieves maximum visibility on Google. Contact us or call us without obligation on 93 532 93 78. We have over 10 years of experience helping national and international companies improve their search engine presence and results. See for yourself!
