How to Write a Good Meta Description

Search Engine Optimization (SEO) is making it easier for companies to market themselves. There are a lot of algorithms creating more challenges, though, and then there are many things changing on search engines. But, considering effective SEO strategies that you want to implement for your website should be something that should withstand.

You have probably ran across a Google search and under a search result, you probably noticed a snippet underneath it. That’s what you call a meta description. Writing up a description matters in the eyes of SEO and creating a compelling one can help boost your search result on search engines.

A meta description is a snippet that summarizes the content of a page and it falls under a website’s headline. It is usually about 160+ characters and this description can benefit users searching for content. Usually, it’s a brief overview of what content a user will find and an indicator that search result should be clicked, also considered as the user behavior.

  • Facebook
  • Twitter
  • LinkedIn
  • Google+
  • Evernote

Writing a limited description may appear simple, but when it comes to writing it for content, it can be tricky. Here a few ways on how you can write a good meta description:

1. Do not focus too much on the character count.

Although this seems like it’s pretty practical, search engines are changing their character count like when Google upped their 160 character count to almost 230. When you’re focusing too much on the character count, you’re almost missing the purpose of putting something together good. It’ll do you more justice if you focus on putting in interactive and useful content. What information do you need to make users behave in a way to click on your search result? Good content, but also keep in mind of keeping it short and simple, which is a golden rule known in marketing.

2. Make it sound unique yet interesting.

If you just threw in a couple of words together without much thought, you’re more likely to come together with a mundane description. So, how do you think of something that will come off interesting? Do a unique move of putting an active voice. An active voice is creating some type of action to get people to push. For example, if your site is to help websites excel in SEO, you might consider writing “Do you want more traffic for your website? Our site has the best how-to guides on how to implement the best practices of SEO and it will help you bring in more organic results!”

Also, putting together a description in all caps might be off-putting, so try to avoid that as much as you can. Show visitors what you can offer.

3. Use keywords.

Be specific as possible when using keywords. Put some focus on what your page is communicating and what it represents. Keywords are to be used naturally and since you generate keywords already for your other marketing campaigns, you should also use them for meta descriptions. A lot of the keywords you will place in your meta description will be bolded on search engines and it is giving search engines a signal of what exactly people are searching.

If your site is a blog about teaching people to be better gardeners, then some keywords you might consider using are gardens and plant life. Those two words shift your focus on what the blog will contain. Pro tip: Use those keywords in the copy and alt tags on your page as it helps the progression with Google’s crawling and ranking of the page.

4. Include a call-to-action.

Your meta descriptions should communicate to searchers what you want them to do once they see your search listing. Along with your active voice in the description, a call-to-action is an even more direct approach. If your site is a business that provides a service, you can use the words “Get started today for free!” to remind searchers they have the option to start today. 

Sometimes, you can give yourself the option to not write a meta description at all and let search engines do that work for you! Search engines like Google pull together keywords that are relevant and useful that depend on the phrases of what a user is searching for. This may be a more useful, soft approach than writing your own descriptions. But, mastering a nicely structured meta description just needs to follow these simple important tips.

Our experts at Neon Rain can help create a website design with SEO best practices in mind to drive more leads and sales online. Give us a call or send us a message of how we can help your website’s development today.