SEO: All About Meta Descriptions

What is a Meta Description and how is it useful?

A meta description is a text that shows up below the title and URL of your page as it appears in the search engine results. The main purpose of a meta description is to describe the content of a web page. 

How Long Should a Meta Description Be?

Google allows meta descriptions up to 275 characters in length. However, it is recommended to keep your meta descriptions up to 160 characters or less in length. This is proven to be effective in providing descriptions for your customers in a more convincing way. When your meta descriptions are clear and concise, Google will more likely give you a higher ranking in search engines. 

Why are Meta Descriptions Important?

Meta descriptions are important because they let Google know what your web page is all about. Meta descriptions are one of the most important factors that affect your page rankings. If Google can comprehend the content of your meta description, they will have an easier chance of ranking your page to answer search queries. This will help you increase organic traffic and bring more eyes to your website. 

It’s important to always include a meta description to ensure that the keywords you’re targeting are included in your meta description. If you don’t include a meta description, Google will display a snippet of text from the first paragraph of your page.

How Do I Write A Good Meta Description?

1. Include Compelling Ad Copy In Your Description 

The main purpose of a meta description is to draw readers to a website from the Search Engine Results Page (SERPs). Therefore your copy should be written intelligently while still being natural and non-spammy. It is best for a professional copywriter with Advertising experience to write your meta descriptions for you to be able to create a compelling copy without being too pushy. 

2. Answer the Questions of Your Customers 

People are likely searching Google for an answer to a question. Try to get into the heads of your customers and think about what they’re looking for that your content can help with. Use your meta description to answer the question and provide a solution or benefit for your audience. For example, if your website or brand provides make-up products then your audiences will most likely Google something like ‘best foundations for oily skin’. Your meta description should then tell your readers what foundation you provide and why it’s good for oily skin - you could include the special ingredients the foundation has to offer. 

3. Use Active Voice and Make it Actionable 

Think of it this way - your meta description is your invitation to let people know about your product and services and motivate them to go to your website. Make sure that your description isn’t dull, difficult or too cryptic. Write your meta descriptions in an active and motivating way to get a lot of clicks from potential customers. 

4. Include CTA in Your Meta Description 

Your meta description should also have a specific call-to-action (CTA) in your meta description. You can use phrases like ‘Learn More’ or ‘Click Here’ or ‘Shop Now'. CTAs help readers understand what the page offers and what they can expect if they click. They can also give users an incentive to click through and engage with your site. 

5. Avoiding Duplicate Meta Descriptions 

If your meta description is a duplicate, the user experience in Google will be less. Like the meta title, the meta description for each page must be unique. When you write a meta description, it must be relevant to the content of each article. Overall, your meta descriptions serve as a bridge to gain more customers. 

If you need help with your SEO strategy, we’re here for you. Parachute are SEO Glasgow experts who would love to help you review and improve your SEO strategy. Get in touch with us now.