Meta Descriptions 101: Everything you need to know
What is a Meta Description?
It’s the few lines of text that we see in our Google Search Results. It’s not the title, it’s the words underneath!
These words should describe what the webpage is about. These words should also be totally written for humans so that they want to click through.
If you write a good Meta Description, I should be able to know what the whole webpage is about and see a sprinkling of SEO.
Let me show you through some visual examples first.
Examples of Meta Descriptions
Let’s see what the SEO big dogs say about Meta Descriptions!
Meta Descriptions - This is what Ahrefs says:
According to Ahrefs, meta tags are snippets of text that provide information about a webpage in the HTML code. They are not visible on the actual page but are read by search engines and web crawlers. Meta tags help search engines understand what a web page is about and can impact its visibility in search results. Ahrefs provides further insights and information about meta tags in their blog post on SEO Meta Tags.
This is what Moz says about Meta Descriptions:
A meta description is an HTML element that provides a brief summary of a web page. A page’s meta description tag is displayed as part of the search snippet in a search engine results page (SERP) and is meant to give the user an idea of the content that exists within the page and how it relates to their search query.
Meta Descriptions - This is Neil Patel’s explanation:
Meta descriptions are 160-character snippets summarizing a web page’s content. Search engines display these snippets in search results to let visitors know what a page is about before they click on it.
Meta descriptions help users decide whether to click on your website in a search result.
It gets right to the point and gives searchers a reason to click. That’s precisely what you want your meta description to do.
Meta Description Explanation by Screaming Frog says:
The meta description or meta description tag, is an HTML element in the head of a webpage that should provide a concise summary of what a page is about.
This is what Shopify says:
A meta description is an HTML tag that summarizes a webpage’s content. It’s the snippet of text, often around 160 characters long, that appears under your page title in search engine result pages.
Search engines show it in search results when the meta description also includes the keywords being searched. Unlike the page title, meta descriptions aren’t an SEO ranking factor, but they do entice users to click through to a page and are part of effective on-page SEO. You’ll see them in a page’s code as <meta name="description" content="a written description of the page">.
When Writing Meta Descriptions - Humans First, then Google.
When I write meta descriptions, I am thinking about humans first then google.
What google search do I want this to show up in?
What can I write in this meta description that will make a human click?
What can I write in this meta description that describes whats on this page. (At this point, I’m thinking does it tie in with my url and h1 and headings? and what search do I want this to show up in).
Here are 5 best tips for writing meta descriptions:
1. Keep Meta Descriptions Punchy
Meta descriptions should be concise. It’s like an elevator pitch for the webpage. Ideally around 150-160 characters, to ensure they are fully displayed in search results.
On average, there are approximately 25-30 words in a 160-character meta description.
2. Write for Humans so they will click
Craft meta descriptions that you can read out loud to a human and they will know what’s going to be on that page.
3. Sprinkle Your Meta Descriptions with some Keywords
Include relevant keywords in your meta descriptions to signal to humans and Google what your page is about. Give them a really good idea what’s on that page without having to click through.
Example: I am an online shop in Australia selling women’s sneakers.
Meta Description: "Discover our best-selling red sneakers for women in Australia. Available now starting from just $59.00. Shop online and enjoy free shipping on your first order. These incredibly comfortable sneakers are the perfect choice to add a burst of color to any outfit."
This concise description consists of 130 characters.
The description encompasses 27 words.
I have emphasized the use of red sneakers in the opening sentence.
I have included the location (Australia).
What Google search did I want this page to rank for? "Red sneakers Australia".
To catch your attention, I want you to know that these sneakers not only come with free shipping on your first order but are also incredibly comfortable.
4. Highlight Unique Selling Points
Showcase the unique value or benefits your website offers to stand out from competitors. Think prices, colour, size, who’s it for….
5. How long should Meta Descriptions be?
70 - 160
I stick to over 70 characters and less than 160 characters. Think two lines. Say the important stuff first.
6. Match Meta Description to Page Content
Make sure that your meta description accurately reflects the content of the page. For example, "Browse our collection of Australian made gourmet chocolates and indulge in a world of rich flavours and decadent treats." This page is definitely about Australian made chocolate.
7. No Duplicate Meta Descriptions. No exact matches. Unique New York
Definitely need to have unique meta descriptions for every. single. page on your website.
Remember, meta descriptions play a pretty big role in attracting humans to make the clicks and driving organic traffic to your website.
Three common mistakes people make with meta descriptions
Not Writing Unique Meta Descriptions
Many people make the mistake of using the same meta description for multiple pages on their website. Each page should have a unique meta description that accurately reflects the content of that specific page. This helps search engines understand the relevance of each page and improves click-through rates.
Missing Meta Descriptions
This is a missed opportunity my friend. Meta descriptions definitely are good for SEO.
Duplicate Meta Descriptions
If you confuse them you lose them - mostly this is Google. ****If she see’s 20 duplicate meta descriptions on your website, she will either decided not to use your webpages at all or she will just pick one page… which might not actually be the most relevant.
Using Meta Descriptions that are Too Long or Too Short
Meta descriptions should ideally be between 50-160 characters long. Writing meta descriptions that are too short may not provide enough information to entice users to click, while writing meta descriptions that are too long may result in them being cut off in search engine results. It's important to find the right balance and make every character count.
HOT TIP:
Always ask yourself, why would someone click this?
HAVE I GIVEN THEM A GOOD REASON TO CLICK?
"Meta tags are snippets of text that describe a page's content; the meta tags don't appear on the page itself, but only in the page's code. We all know tags from blog culture, and meta tags are more or less the same thing, little content descriptors that help tell search engines what a web page is about." - Moz
The above quote is from Moz.
"Meta tags provide information about the webpage in the HTML of the document. This information is called "metadata" and while it is not displayed on the page itself, it can be read by search engines and web crawlers." - Ahrefs
The quote above is from Ahrefs regarding meta tags in SEO.
"Meta tags are snippets of text that describe the content of a page. They don’t appear on the page itself, but only in the page’s code. Think of them as the title of a book; they describe what the page is about, but they don’t appear on the actual page."
The above quote is from Neil Patel regarding meta tags in SEO.
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