Understanding the significance of meta descriptions for your website is crucial, as they play a vital role in enticing users to click on your search result. These brief summaries, displayed below a site’s title in Google’s organic search results, provide a glimpse into the content of your page.
While Google has the ability to override the meta description HTML of your web pages if it deems them insufficient in addressing a user’s query, it may alternatively use a snippet from your page that better matches the search. Ultimately, Google’s decision depends on the specific search terms entered by the user.
Why won’t Google use my meta description?
The metadescription is an important part of your content because it is used by search engines to generate a snippet that appears in search results. The snippet is a short summary of your content, and it is often the only thing that people will see before they click on your link.
For example, if you search for “how to write a meta description” on Google, you will see a snippet that appears below the search results. The snippet includes the title of the page, a brief summary of the content, and a link to the page.
A well-written meta description can help to increase your click-through rate (CTR). CTR is the percentage of people who click on your link after seeing it in search results. A higher CTR can lead to more traffic to your website, which can help to improve your search engine rankings.
Google’s Meta Description Character Limit: What You Need to Know
In December 2017, Google increased the character limit for meta descriptions from 160 to 320. This led to a flurry of activity among SEOs, who began rewriting their descriptions to take advantage of the extra space.
However, in May 2018, Google reverted the metadescription character limit back to 160. This caught many SEOs off guard, and some expressed frustration that Google had not provided clear guidelines about how long meta descriptions should be.
In response to the confusion, Google’s public liaison of search, Danny Sullivan, advised against rewriting meta descriptions. He said that Google does not want people to focus on character count, but rather on delivering what works for visitors.
Google Webmaster Trends Analyst John Mueller echoed this sentiment, saying that search is in a constant state of flux, and that SEOs need to be prepared to adapt.
So, what does this mean for SEOs? First, it’s important to remember that Google’s metadescription character limit is just a suggestion. The search engine will still use meta descriptions that are longer than 160 characters, but they may be truncated in search results.
Second, it’s important to focus on creating high-quality content that will attract visitors to your site. If your content is good, people will click on your link regardless of how long your meta description is.
Finally, it’s important to be prepared for change. Google’s search algorithms are constantly evolving, so you need to be willing to adapt your SEO strategy accordingly.
In short, Google wants authentic, quality content in search. They don’t want people to focus on character count, but rather on delivering what works for visitors.
If you follow these guidelines, you’ll be well on your way to creating meta descriptions that will help you attract visitors to your site.
Best Practices to Write Good Meta Descriptions:
1. Consider the Length of Your Meta Description
To ensure an effective meta description, we recommend keeping it within 680 pixels or approximately 105 characters. This allows you to provide a concise summary while minimizing the risk of truncation in the search engine results pages (SERP).
Tools like To The Web’s metadescription checker can help you measure the pixel width and preview how your snippet will appear. However, please note that mock-ups may not be entirely accurate. Technically, there is no specific character limit for HTML descriptions, but Google truncates snippets based on available space. This truncation can negatively impact your click-through rate (CTR).
In general, Google cuts off metadescriptions around 960 pixels (approximately 152 characters) for desktop users and 680 pixels (approximately 105 characters) for mobile users. While some recommendations suggest a meta description length of 155 characters, our testing indicates that sticking to 105 characters is safer and can help you achieve a higher CTR.
The actual number of characters displayed in a snippet can vary based on factors such as the user’s device (desktop or mobile), the width of characters used, and the user’s search query (as bolded words take up more pixels).
Tip: Place the most important information at the beginning of your metadescription to protect it from truncation and capture readers’ attention.
2. Incorporate the Primary Keyword
It is essential to include the page’s primary keyword in each description. This primary keyword represents the main search query you aim to rank for. While adding the primary keyword won’t directly impact your SEO, it can significantly influence user engagement. This is because Google often highlights or bolds words that match the user’s search query or its synonyms.
Let’s consider an example where you want to rank for the search query “best trail running shoes.”
In the first description, the specific phrase is not mentioned, which may lead searchers to believe the page is not relevant to their needs.
However, in the second meta description, the primary keyword is explicitly addressed, and the bolding catches the searcher’s attention, effectively catering to their search intent.
3. Address Search Intent
Crafting an effective meta description requires a deep understanding of search intent, which refers to what the searcher wants to achieve with their query.
For instance, when a user searches for “buy iPhone,” Apple entices them to click by highlighting trade-ins and low monthly payment options in their meta description. This directly caters to the user’s intent of purchasing an iPhone.
Similarly, when a user searches for “compare iPhones,” Apple informs them that they can explore and compare various iPhone models, aligning with the searcher’s intention to make a comparison.
It’s important to note that Google may rewrite the metadescription for specific pages, especially when the search intent is focused on obtaining detailed information. In such cases, providing a vague summary in the meta description might not be sufficient.
Therefore, before crafting your descriptions, conduct a thorough analysis of search intent. This will enable you to understand what searchers are looking for and allow you to assure them that your page has the relevant information or solutions they seek.
4. Utilize Calls to Action (CTAs)
Including calls to action in your metadescriptions can effectively prompt searchers to take action and increase click-through rates. Use imperative sentences that start with a verb to engage readers and guide them on what to do next. Here are a few examples of CTAs you can incorporate:
- Shop online
- Learn more
- Try for free
By employing CTAs, your meta descriptions become concise, compelling, and persuasive. Let’s consider an example of how a CTA can enhance a meta description:
Before: Our website offers a range of luggage, travel accessories, and more. Complimentary monogramming is available with any purchase.
After: Shop online for premium luggage and travel accessories. Enjoy FREE monogramming with every purchase.
5. Ensure Unique Meta Descriptions for Each Page
It’s crucial to write a unique meta description for every indexable page on your website that may appear in Google search results. This approach allows you to precisely convey the content and purpose of each page, maximizing your click-through rate (CTR).
Avoid using generic or duplicate meta descriptions as they don’t add value and fail to accurately describe the specific content of each page. Take a look at this example of duplicate meta descriptions for different pages:
If you find it challenging to write meta descriptions for all your pages, consider hiring SEO writers to assist you or prioritize crafting descriptions for the most important pages first. As time permits, you can gradually write meta descriptions for the remaining pages.
Top Meta descriptions Examples:
1. Tesla
Why it works: In just 22 words, Tesla’s meta description encapsulates the company’s essence, its products, brand values, and aspirations. This concise and compelling copy exemplifies great copywriting.
2. Lonely Planet
Why it works: Are you passionate about travel? By starting with a question, Lonely Planet’s meta description engages readers on a personal level. It then proceeds to explain how the brand assists travelers, all within the 160-character limit.
3. Fitbit
Why it works: With a 148-character description, Fitbit leaves no room for confusion about the content on their blog. The company adopts an informative approach, avoiding clickbaity or pushy language. They also include a call to action, inviting people to follow Fitbit’s content.
4. reddit
Why it works: Reddit’s meta description incorporates its company mantra, “the best of the internet,” and provides a clear explanation of its offerings. The inclusion of the word “you” at the end adds a personal touch.
5. Wired
Why it works: Wired teases readers with a description of Reddit as a former “dystopian Craigslist” before intriguingly stating that it has matured. It entices readers to click through and discover more.
6. GQ
Why it works: Despite the meta title being cut off, GQ’s meta description fits perfectly within the recommended character count. It entices visitors with a captivating fun fact from the article.
7. LinkedIn
Why it works: This metadescription serves as LinkedIn’s standard paragraph for all LinkedIn business pages, with the company name replaced. The first sentence clearly explains the value of the page, while the rest provides a call-to-action for LinkedIn.
8. Semplice
Why it works: Semplice’s meta description is straightforward, descriptive, and no-nonsense. It precisely conveys what readers can expect when they click through.
9. Bendigo Bank
Why it works: Bendigo Bank’s metadescription effectively embraces its brand identity, reaffirming its ethos and values. It also highlights what sets them apart from other banks, providing visitors with a compelling reason to choose them.
10. Frito-Lay
Why it works: Frito-Lay’s meta description brings a smile to readers’ faces with its short, sweet, and creative approach. It promises visitors a fun experience if they click through, capturing their attention and generating curiosity.
11. Taco Bell
Why it works: Taco Bell taps into emotions with their metadescription, creating a strong appeal. It captures the essence of their brand and includes a simple call-to-action, enticing visitors to click through for offers and the opportunity to order food instantly.
12. Uber
Why it works: Despite being primarily a taxi service, Uber’s meta description manages to evoke aspirations. It explains the benefits it offers to both drivers and riders, effectively showcasing its value proposition within the limited 160-character space.
Conclusion:
Unlock the hidden power of metadescriptions and unleash a captivating journey for your website. In this vast realm of digital conquests, remember that character limits may not bind you, but the essence of success lies in crafting concise, conversational, and value-packed meta descriptions.
Embark on the path of best practices, where each becomes a tailor-made masterpiece, perfectly aligned with the distinct treasures your web pages hold. By weaving words that beckon, you can enchant and enthrall your audience, guiding them towards irresistible clicks. Tailor your words to fit the contours of its content, capturing its essence and whispering promises of the wonders it holds. With this alchemical blend of creativity and optimization, watch as your website shines bright, drawing seekers from far and wide to uncover its hidden gems.
FAQs on Meta description:
Should meta descriptions be unique for each web page?
Yes, it is highly recommended to write unique meta descriptions for each web page. Unique meta descriptions help search engines understand the distinct content and purpose of each page, and they provide users with specific information relevant to their search queries. Avoid using duplicate meta descriptions, as this can hinder user experience and make it harder for search engines to differentiate your pages.
Can I use calls-to-action in my meta descriptions?
Yes, including calls-to-action (CTAs) in your meta descriptions can be effective in encouraging users to take action. CTAs prompt users to engage further with your website, such as by clicking to learn more, shop, sign up, or explore specific offers. Including a clear and compelling CTA can increase the likelihood of users clicking on your link and visiting your website.
Should I optimize meta descriptions for mobile devices?
Yes, considering mobile optimization is crucial for meta descriptions. With the majority of internet users accessing websites through mobile devices, it is important to ensure that your meta descriptions are concise and fully visible on smaller screens. Aim to keep meta descriptions under 160 characters to accommodate mobile display and provide a seamless user experience.
Can I update and modify meta descriptions over time?
Yes, you can and should update and modify meta descriptions as needed. As your website evolves and new content is added, revisiting and refining meta descriptions can help ensure they accurately reflect the current state of your web pages. Regularly reviewing and optimizing meta descriptions can contribute to improved click-through rates and better alignment with user search intent.
