The meta description is the first thing a visitor sees on Google search results. It’s an advertisement that persuades users to click through to your website.
It’s a short piece of text, no more than approximately 155 characters, that is used to summarise the content of a page for search engines.
Search engines display it primarily in search results when the searched-for text is contained within the description. So, it’s pretty handy to create a great description for Google and other search engines to understand your website better.
You’ll find this straightforward guide will help you through the process of creating the right meta description for each of your website pages.
Why do we ask you to do this? From our experience, we find that business owners not only enjoy the process of getting involved, but importantly, they know their business best so it makes sense that they describe it too.
Table of Contents
What is a meta description?
A meta description is used to describe what your web page is all about. As you see in the image below, you will find it directly underneath the web page title in the search results.
In this example a user has typed in the search phrase “Web Design Falkirk” and this is how the search result page display’s our website for that search term. You’ll notice that the search term is also highlighted.
It is important to note that there are no guarantees of how Google or other search engines determine which text to display underneath the title. Sometimes Google displays a different meta description as they think that their “snippet” is better for that search or the user.
How to write a meta description
1. Up to 155 Characters
You need to provide as much information as possible, keeping it short and to the point while taking into consideration how it will be viewed on the search results page.
On average you will see between 120 to 156 characters used on other search results. As a rule of thumb you should aim for something close to 155 characters.
2. Use active voice & make it actionable
Within the meta description, you have to consider your target audience and what their motivation is for visiting your website.
Make your page’s description clear, concise, and easy-to-understand. People need to know in advance what they will find on the website page.
You should strive to write something that is active in style, motivational, and directed at your target user.
3. Include a call-to-action
“Limited time offer. Get your free T-shirt today.”
Using this as an example, we are emphasising and repeating what we said previously. The meta description is your sales opportunity for the web page you are describing, you want users to click on the link and visit the website.
Check out our article on website conversion rate optimisation which talks about the importance of call-to-actions in more detail.
4. Use a focus keyword
If there is a specific keyword you want to search engine optimise the page for, include this in the meta description and preferably near the start.
Google or other search engines may use the keyword and highlight it in the search results. Similar to the Karbon Designed example used above.
Careful attention should be paid to this if you decide it’s important, please consult with us if you need any assistance.
5. Use specifications if appropriate
Using technical specs such as a manufacturer, model number, SKU etc. in the meta description are useful when a visitor already knows what they are looking for…they don’t need to be convinced!
6. Make sure it matches the page content
Seems obvious doesn’t it but sometimes you can forget your message. It should reflect what you’ve taken time to carefully write for the page, otherwise you are wasting your time.
Google isn’t stupid. They will discover if you are trying to deceive visitors with the meta descriptions that you write. Maybe even penalise you, which isn’t great.
It will impact on the amount of time visitors spend on your website and lower user’s perceived trust in your company.
7. Ensure it’s unique
This is important. If you repeat the same meta description on different pages not only will the experience for your visitors be
Even if the page titles for each page on your website are different, all pages will appear to be the same because all meta descriptions are the same. Not good practice for Google or your prospective visitors.
Yes, we know you have to spend a little bit of time here and put your thinking cap on but we can assure you…it’s absolutely worth it.
Finally
In conclusion, the meta description is a valuable tool for businesses to use in order to persuade visitors to click through to their website. It is important to make sure the meta description is well written and enticing in order to get the most out of it. businesses should make sure they are using all the tools available to them in order to reach their target audience.
If you really want to bore yourself, you can find more technical information about the meta element here!