Keep It Short
An effective meta description should be short and sweet. Search engine crawlers will focus on the first 155 to 160 characters. That said, you should aim to keep your meta descriptions around that length.
The information you add should be concise and relevant to the specific webpage you’re attaching the meta description. Readers are likelier to read the entirety of your meta description without it cutting off due to formatting.
Can you use longer meta descriptions? In some cases, yes, as long as the information you include is relevant and useful. You should note that a longer meta description will cut off due to the search engine’s formatting.
If you don’t want your description to cut short, keep it around 155 to 160 characters. This way, everything you need to share will fit and read the way you intend.
Use an Active Tone
Will you click on a site with a boring title or meta description? If you’re like most internet users, your answer is no.
Think of your meta description as an invitation to your website. It’s the first piece of information a prospective viewer receives about your website.
Keep your meta description interesting and engaging by using and an active voice. Besides providing the reader with useful information, that information needs to be actionable. The reader should know what to expect to find on your page based on the meta description.
Craft your meta description to be motivating. An active voice will build excitement and enthusiasm for your web page. Avoid using passive voice or making obvious statements.
Imagine you want the reader to click on your article about the importance of hydration when running long distances.
An example of a meta description could be: “Do you want to run longer and faster? Here’s why you need to make hydration your number one priority.”
The example above uses an active voice, addresses the reader, and motivates them to learn more—practice writing a few descriptions to create a motivating and engaging one.
Use Those Keywords
Boost your ranking by taking advantage of keywords and key phrases in your meta descriptions. Stick to keywords that are relevant to your industry, business, or content.
Finding the right keywords requires research, but in general, stick to keywords with a higher search volume and lower competition.
To boost your SEO, each webpage should target a primary keyword or key phrase followed by a few long-tail keywords. Incorporate your main keyword at least once in your meta description.
Google and other search engines are more inclined to use your meta description as you have written it. They’ll highlight the keyword or keywords in the description to make your site’s link more inviting to searchers.
Like with SEO, avoid overstuffing your meta descriptions with too many keywords. Not only will your description be awkward to read, but search engines will lower your site’s rankings.
Your Descriptions Need To Match the Page Content
Everyone wants their site traffic to grow. To do this, some site owners will write gimmicky meta descriptions that have little to do with the content on your page.
This process tricks people into clicking on your site to boost traffic.
This practice, however, will increase your site’s bounce rate rather than the CTR. Bounce rate refers to the percentage of visitors who click on your site and leave right away. A high bounce rate will negatively impact your site’s rankings.
Whatever you do, do not reuse meta descriptions or trick people into coming onto your website. Search engine crawlers will discover this abuse and will penalize your site. Your rankings will lower, and your site will be harder to find.
The content your include in your meta descriptions needs to match the content on the page. Honesty and transparency in your meta descriptions build trust and maintains good SEO.
One of the biggest mistakes website owners make is reusing the same meta descriptions. It saves them time while still sharing some information about your website.
Using the same meta description for all of your pages will lower the user experience. Search engines like Google will assume every page with that description will contain the same content and information. Even if your titles vary, the pages will continue to appear to be the same.
Leaving the meta description tag blank is better than using the same one over and over. This way, Google will pull a blurb from the page’s content to use as the meta description.
If you plan to add meta descriptions, they need to be unique to each web page. This will give viewers useful information and help boost your site’s SEO.
An enticing and persuasive meta description will boost your organic search traffic. Improving organic search traffic will improve your CTR, which will help boost your site’s search result rankings.
To do this, you need your meta descriptions to be persuasive and more engaging than your competitors’ links. The method you use to do this depends on your target audience and your main goals.
For most, you’ll need to tease your potential site visitors with the value they can gain from reading your content. Tease your audience by sharing a little about what knowledge or skills they can learn from reading your content. If you’re focusing on a specific product, hint as to why that product is better than your competitors.
While your meta descriptions aren’t sales pitches, they should compel your audience to click on your site. Get creative with your marketing side to write a description your audience can’t pass up.
Add Your Brand’s Personality
Set your site apart from your competitors by sprinkling in your brand’s voice.
Your webpage will be competing with others on the results page and needs to stand out. If your meta description sounds just as generic as the others, searchers will pass it.
Use your brand’s voice and unique personality to your advantage by adding it to your meta description. Your description will be more interesting and engaging for readers.