If you’re new to the world of digital marketing, then things can feel a little confusing. There are so many words and phrases that you might come across. In this blog, we’re answering, what are meta descriptions and why do I need them?
What is a meta description?
A meta description is a website tag that tells users more about the content on each page. Meta descriptions are HTML elements and may also be known as a ‘meta tag’ or ‘meta description tag’.
When you publish a new web page, or even a blog post, on your website, you have the opportunity to add a meta description. This is accompanied by a meta title.
This information is what Google uses when it displays your website in search results. With this in mind, it’s absolutely crucial that this information is interesting and captures the attention of your ideal audience.
In some cases, where you do not add a meta description or Google thinks there is more relevant information on the page, different text will be used.
Why are meta descriptions important?
Meta descriptions are vital if you want to optimise your website for Google’s search results. When search engines decide where to rank your website, they use a wide range of factors. One of these is looking at which keywords have been used, helping them to understand what the content is about.
The higher your website ranks on the search engines for relevant keywords, the better the SEO. You should write meta descriptions to boost your SEO performance.
For SEO to be successful, many different techniques must be used. It is a long-term marketing strategy that can provide you with fantastic results if it is done properly. Many companies fall into the trap of using an agency that promises results overnight, but this is simply not how SEO works.
Meta descriptions are often the deciding factor for people choosing to visit your website or visit one of your competitors. You absolutely have to ensure that the description you use is relevant to the content on your website.
The reason why that web page has appeared for a user’s search query is because the search engine thinks it’s relevant, so don’t lose potential customers at the last hurdle.
Keyword-rich meta descriptions…
- Improve SEO
- Increase click-through rates
- Increase organic traffic
- Increase the chances of sharing across platforms
- Helps search engines understand your content better
How to write a compelling meta description
We’ve explained what meta descriptions are and why they are so important, so now it’s time to help you write one. Here are some commonly asked questions regarding meta descriptions on websites.
How long should a meta description be?
While a meta description can actually be as short or as long as you’d like, it’s best to follow what Google says regarding length. Google will only show up to 160 characters of your meta description. This is good to know, as it helps you stay focused on what’s included on the page.
Remember, your meta descriptions need to entice users to visit your website, so make them catchy. It can be a good idea to include the keyword you are hoping to rank for in your unique meta description, but make sure it flows and looks natural. The last thing you want is to be stuffing keywords into it.
You can also include phrases, such as ‘find out more here’ or ‘read the blog here’. These are a great way to show users that you’ve got more value to offer them.
In contrast, an SEO title is much shorter. These are typically only 50 – 60 characters long when shown on the search engine results page.
What makes a good meta description?
Your meta description needs to let people know what they will gain from clicking the link to your website. You need to be careful not to give too much away as they may not visit at all then. Luckily, you have just enough characters to add a sneak peek into the value they can expect.
- Make it unique – Don’t be like everyone else, make your business stand out
- Be concise – Follow our guidance on character limits
- Include keywords in your page’s meta description – Use the keywords that you want the page to rank for
- Share value – Let users know what they’ll gain from your website
- Always add a call-to-action – Tell users what you want them to do – ‘find out more.’
- Be clear – Don’t use too many filler words, make every word count
What affects my meta description being displayed?
We mentioned before that Google can use a different meta description to the one you added, and there are various reasons why this may occur. Here are some of the most common reasons.
- You did not fill out your own meta description
- The content you entered is not useful enough – according to the search engines
- The meta tag content targets multiple keywords, and search engines are looking for the most appropriate description
If you notice any of these things, you can try to rewrite the meta descriptions on your website. Make sure they are useful and adhere to the advice on meta description length.
Meta description tags are an important part of your SEO strategy, and they can really help you increase website visitors and even conversions. Writing meta descriptions is a small part of the strategy that can help you achieve great results for your website.
Do you need support with your SEO strategy? Contact our team of friendly SEO specialists today and see how we can help.