In my early years as a content writer, I was tasked with writing about certain topics and incorporating keywords into the content. My client would send me a link containing the draft or outline, and in the document, there would be a short blurb of text below the page title. This was labelled as the meta description.
At the time, I had yet to learn about what meta descriptions were, what role they played, and how they could impact a business’s online presence. Since my task was only to write the body of the article, I paid little attention to it. Then I landed a position at a digital company that taught me not just how to craft meta descriptions but how to do it right.
In this position, I was exposed to the world of search engine optimisation (SEO) and gained a better understanding of how meta descriptions play an important role in it. Fast forward a couple years, I’ve transitioned into the role of an SEO content specialist, and I’m now better equipped to tell you how to make the most of meta descriptions.
In this article, you’ll learn the strategies to apply and what you can do to maximise the potential of your meta descriptions.
What is a meta description?
A meta description is a hypertext markup language (HTML) tag that provides a brief synopsis of your page’s content. Does that sound too technical? Well, you’re not alone in thinking that. I thought the same when it was first explained to me. But don’t worry, you don’t need to be an SEO expert or web developer to understand the concept.
For a simpler explanation, see the image below:
The meta description, enclosed in a red box, is the brief text that appears underneath a page title in search engine results pages (SERPs). It’s essentially a pitch that’s meant to catch the attention of potential readers and entice them to click on your page link. It offers a sneak peek into the content of your page, providing users with a glimpse of what they can expect upon clicking through.
Why are meta descriptions important?
I used to underestimate the purpose of meta descriptions until I started writing about SEO-related topics. I often questioned the time and effort put into crafting a well-written description that would only appear on SERPs.
However, the reason is simple – it serves as a gateway that brings people into a website and entices them to explore further. Though Google has explicitly stated that meta descriptions aren’t a ranking factor, they still play an important role, as they provide you with the chance to boost your site’s click-through rate (CTR).
How to write effective meta descriptions
When I was a novice in SEO, I wasn’t sure how to optimise meta descriptions. After all, crafting a compelling summary that still aligns with search engine standards isn’t a walk in the park. It’s challenging to come up with a description that’s short but informative enough. I often ended up writing meta descriptions that went beyond the character limit.
But over time, I’ve come to discover the best practices when writing meta descriptions. Here are the tips I’ve gathered:
Use relevant keywords throughout your meta description
In the SEO world, the importance of keywords can’t be overstated. Consumers today have become more adept at using search engines and are likely to type in specific keywords when looking for answers to their queries.
For example, suppose a user is searching for ‘the best restaurant in Australia.’ We can incorporate this phrase into our meta description like so: ‘Experience gastronomic delights at the best restaurant in Australia!’ This will effectively communicate to the user that the page is relevant to their search, compelling them to click on the link and explore further.
By strategically integrating relevant keywords into your meta descriptions, you can enhance their visibility, attract the right audience, and increase the likelihood of capturing user interest.
Keep your meta description short and to the point
As I mentioned earlier, I used to write lengthy and dense meta descriptions, stuffing too much information into the text. Over time, I learned that keeping it concise and to the point would yield better results.
It’s important to note that Google typically displays meta descriptions of up to 155–160 characters in length. Anything longer than that could get truncated in SERPs, getting cut off abruptly and subsequently losing its impact. To ensure your meta description fits within the character limit, I recommend using word counter tools, which can accurately measure the length of your text. Additionally, there are tools available that not only count characters but also provide real-time previews of how your meta description will appear in search results.
Use action verbs to encourage searchers to click on your link
Enticing a user to click on a website requires more than informative content. One effective technique is incorporating action verbs into your meta descriptions. Action verbs create a sense of urgency, excitement, and engagement, enticing users to click on your link. Strong action verbs like ‘discover,’ ‘uncover,’ ‘explore,’ or ‘learn’ evoke curiosity and prompt immediate action. By strategically infusing action verbs into your meta descriptions, you increase the likelihood of attracting clicks and driving valuable traffic to your website.
To maximise the impact, ensure that the action verbs align with the content of your webpage, delivering what users expect when they click through.
In this era of SEO, competition is intensifying with over 200 million active websites in existence today, and more coming. To stand out amidst the digital crowd, it’s important to have a distinct meta description. Personally, I make it a habit to add an intriguing phrase related to the page content to make it more attractive.
For example, to improve the example I used earlier in the article, I would write ‘Embark on a gastronomic journey through Australia’s best restaurant!’ or ‘Experience a food adventure beyond your imagination at Australia’s top restaurant!’ Here, we can use the words ‘journey’ or ‘adventure’ to introduce a more interesting angle. This gives the website a unique voice that speaks to the target audience.
These practices are what I’ve found to be the most effective when writing meta descriptions. Now it’s time for you to apply this newfound knowledge and see the results firsthand.
Common mistakes to avoid when writing meta descriptions
As important as it is to know the best practices of crafting meta descriptions, it’s just as crucial to learn about the common mistakes that many marketers and website owners inadvertently make. By being aware of these pitfalls, you can ensure that your meta descriptions are compelling and impactful.
Here are some common mistakes to avoid:
Dominate your search engine rankings with meta descriptions
Meta descriptions are one of the most underrated aspects of SEO. They’re more than mere summaries; they present a strategic opportunity to captivate and persuade potential visitors. With the information in this blog, you can now unlock the true potential of meta descriptions, harness their impact to propel your online presence, and dominate the search engine rankings.
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