How to Make Best Use of Meta Descriptions

Meta descriptions are important not just for SEO but for SERP click-through rates as well. There are a few ways to make these an SEO powerhouse while also remaining relevant to users. First, they should be less than 150 words, but not much less. At 155 characters, Google cuts them off and the other wording will never be seen. Second, these need to be keyword-rich but also speak to the customer. Offer a value proposition or a call to action in your meta-descriptions.


How to make the best use of Meta Descriptions

The Meta description is also known as Snippet is a short paragraph based on 135-160 characters which are placed in the HTML of a page to describe its contents. It is sometimes called a tag which is used to summarise the main idea to search engines. Meta descriptions help searchers to find their required information on a page which they want.

Meta description can be added in the <head> section of your HTML which will look like:
“<meta name=”description” content=”Your meta description here”/>”

The Meta description is important because it encourages the user to click on your page. The more relevant and clear it would be the more users will click on your link. Optimising your meta description is as important as optimising your title for Google users click-through rate (CTR) to determine whether you produce good results or not.

For example, the Meta description for search result “Things to do in Melbourne, Australia” may contain the following description:

“Want to know about things to do in Melbourne, Australia and surrounding? Find out more about what Melbourne, Australia’s best coffee and cultural capital has to offer……..”

The reason you should use Meta descriptions is that it bold the keywords as shown in the example above and helps the user to locate their search. Another greater use is that whenever you share a link on any social site, it gives a short description of the link that pursues the user to visit that link.

The Meta description should be interesting enough to encourage the user to visit your page. It should give the user a reason to visit your site. The best use is to use the catchiest words in the first five words of your description that solely describe the keywords and search engines.

Furthermore, Meta descriptions should be in active voice, using actionable words and it should also include a call-to-action e.g. phrases like “find out more”, “get it now”, “try for free” etc. It should be unique containing relevant words and focus keyword that matches the content.

It is the most important hope in search engine results page (SERPs) to attract a researcher to come to your site. It requires effort which can lead to a good website traffic and lots of new customers so make it as welcoming as possible. Keep in mind your content should provide a user-friendly environment to visitors, this is how your SERP can win.

In addition, your description should lead to a solution or benefit, informative and valuable content must be there that tells a searcher what they can expect by clicking on your link. However do not deceive searchers, it hurts the trust a searcher has on your content and also lead your page to be notorious among users.

Conclusively, you should test and monitor your Meta description to see if it works or not. Adopt new ways to see what works best for you and your page. This testing goes for your descriptions as well as your SEO activities. The description must be a welcome mat to your site’s virtual doorway.