Mastering Meta Description Tags - Unleashing the Power of Compelling Summaries for SEO Success

06/19/2023 12:00 AM by in Seo

What are meta description tags?

These are HTML elements that describe what a page is about and show up in search engine results as the grey text under the blue links, and also display by default on some social media platforms if Open Graph tags have not been defined.
Here are the key things you need to know about meta description tags when it comes to SEO:

Try our free Meta Tag Generator

Length:

The maximum length of a meta description is 155 characters. Any more than that and the text will most likely be truncated. If a meta description has not been explicitly defined, then the search engines will automatically choose a part of the body text that it thinks is most relevant. This almost always results in the text being cut off and more than often not very relevant to the title.

Keyword Placement:

The important difference with the meta description tag compared with the other elements like the title, H1, URL, and body text, is that keywords are not used as a direct ranking factor in the meta description. However, including the keyword here is considered best practice because it has a lot to do with how relevant the searcher perceives your listing.
When searching for something, most people scan with their eyes to find the result that could answer their question or fulfil their need.
In Google and other search engines, keywords are bolded in the title, URL and the meta description, and unconsciously, we see this as a signal of how relevant a result is.
One of the factors in Google’s algorithm is click-through rate. If you include your keyword at the beginning of the meta description, more searchers will likely click on the result than if it were at the end or non-existent. The higher the click-through rate, the more of a ranking boost that page could get.
Here’s an example. Let’s say you’re looking for “hiking boots”. Which of the following result would you more likely click on?
Outdoor Footwear | Walking & Hiking Boots, Shoes & Sandals
www.example.com/hiking-boots-home
Within our foot wear range, you’ll find walking boots, approach shoes, industrial boots, travel and urban shoes, sandals, wellingtons, running shoes, all-terrain shoes and aqua shoes.
OR
Hiking Boots, Shoes & Sandals, For Outdoor Enthusiasts
www.example.com/boots/hiking-boots
Hiking boots that are durable, look great and offer the highest level of comfort is what you can expect from our range of products. Not only that, but we offer a lifetime guarantee and money back if you’re not satisfied. Find out more here.
Obviously the second one right? Why? It looks more relevant because of the keywords and the meta description copy. The first one is too general and doesn’t seem to be focused on hiking boots specifically, which is what the searcher is looking for.

Copywriting Style:

The purpose of the meta description is to get the searcher to click on your link and visit your website. Therefore, your meta description should instil curiosity and be benefit focused. What’s in it for them? What will they get when they land on your page? Make it compelling and then call them to action!

How do you implement meta description tags?

Meta description tags are located in the <head></head> section of web pages. Here’s an example how they look:
<meta name=”description” content=”This is an example of a meta description.”>
If you have a popular CMS like WordPress, then YOAST SEO plugin has the capability of editing the meta description of each page/post.
If you can’t find a plugin or are coding from scratch, then you’ll have to implement the ability to add/edit a meta description tag for each page.
That’s it! If you feel this post has helped you, or you want to share your thoughts, then leave your comment below. If you feel you need more explanation or clarification on this topic, let us know and we’ll update this post shortly afterwards.

you can generate meta description tags to your website using this free tool

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