How to Write a Meta Description & Why They Matter!

How to Write a Meta Description & Why They Matter!

A meta description is one just one of the meta tags you can use to help improve your website's SEO. They are a short descriptive paragraph of around 120-150 characters which is shown in search engine results, which is positioned underneath the meta title. It looks like this:

Meta descriptions are like the blurb on the back of a book. They give a snippet of what you can expect to read about should you choose to click through to that web page. This is the final hurdle you need to pass with your SEO and it's also the place where many website owners let themselves down. Today we're going to discuss why meta descriptions are important and share with you the best practice when it comes to writing them.

Why Are Meta Descriptions Important?

Your meta description is one of six different meta tags which you can use to assist with your website's ranking in search engines. (For information about the others, please read our article How to Optimise Your Website's Web Pages Meta Tags). It's main purpose is to increase the number of times people choose to click through to your page after seeing it in their search engine results.

Google has said that they do not use the content of a meta description when factoring their search engine algorithm (how they decide where to rank your website in their search results). However, the behaviour of people who choose to click through after reading your meta description is a factor, which is called your click through rate. We also know that the meta description is the most important factor in increasing your click through rate from a search engine's results page.

So while what you write in a meta description won't directly influence how Google ranks your site, it can affect your site in other ways.

How to Write a Meta Description Which Increases Your Click Through Rate

There are several key features which you need to include in every meta description you write. They are:

  • give each page on your site it's own unique meta description
  • include the page's keywords - you'll find search engines sometimes highlight these in bold in a description
  • use around 120-150 characters per description
  • include a call to action, telling the reader what to do next. E.g: read this to find out more now!
  • give a short synopsis of what the page is about and the benefit the reader will receive by reading it

Where Do I Put My Meta Description?

In our CMS, your meta description has a specific place to go. You can find it by clicking on the blue SEO menu button, then choosing the page type it is for: web page, category or blog. Clicking on one of these will open a grid box where all meta tag information is to be entered and saved. Just like when you make other changes on your site, don't forget to publish it.

 

Posted: Thursday 10 May 2018



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