The meta description is a snippet of an HTML tag that explains the content of a page. When the searched-for term appears inside the description, search engines display it in search results.
As a result, optimizing it is essential for on-page SEO. We’ll go through the criteria of a good meta description in this piece, as well as how Yoast SEO can help you with it.
Meta descriptions are no longer used as a direct ranking indicator by most current search engines, including Google and Bing. Descriptions, on the other hand, are frequently seen in SERPs (search engine results page).
How Does It Work?
Its goal is straightforward: it must persuade someone looking on Google with a certain search keyword to click on your link. In other words, meta descriptions exist to encourage search engine click-throughs.
The meta description has no direct SEO advantage, according to search engines, because it is not included in their ranking system. And Google uses click-through rate (CTR) to determine if you are good. If more people click on your result, Google deems you to be a good result and will boost you up the ranks depending on your position. This is why improving your meta description, as well as your titles, is critical
How to write good SEO-friendly meta descriptions?
Based on my study and personal experience, I developed the following list of items required to build a strong meta description:
1. Limit it to 155 characters
The ideal length does not exist; it is determined by the message to be conveyed. You should allow adequate room to convey the point while keeping it brief and snappy. If you look at Google’s search results, you’ll mainly encounter snippets of 120 to 156 characters.
2. Make it actionable by using Active Voice
If you consider the meta description to be your website’s invitation, you must consider your user and their (potential) motive to visit your page. People must understand what they may anticipate discovering on your page.
Here’s an example by Cambridge English:
3. Include a Call to Action
Your sales copy is included in the meta description. “Learn more,” “Get it now,” and “Try it for free” are great examples of Call-to-actions you can use.
4. Use your main Keyword
If a component of the meta description text matches the search query, Google is more likely to utilize it and highlight it in the search results. Synonyms are occasionally highlighted by Google. Having your findings highlighted in this way helps them stand out even more.
This meta-description by Healthline is a great example of the main keyword matching your search intent:
5. Include Specs
If you’re selling a product to a tech-savvy audience, it’s a smart idea to emphasize the technical specifications. All we needed to know was to sign up. It is important to note that in order to enhance your results in this manner, you should focus on obtaining rich snippets.
I’ve tested dozens of ways over the last ten years. Some of the meta descriptions were excellent. Some of them were awful. And some practically tripled my CTR. But there are s two pro tips:
- Fetch ideas from the google ads
- Use the current year or month
A perfect meta-description persuades visitors that your website provides the best answer to their query. You must first understand what consumers are looking for? Is it a query that they’re seeking a response to?
If they are, attempt to provide the most comprehensive response possible. Make a list of what distinguishes your goods and why customers should buy them from you. Be compelling!