All You Need To Know About Meta Descriptions

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  • November 12, 2021

In the era when billions of content are getting created every day and competing for getting higher traffic and ranks, you can’t afford to mess with “Meta description.” Wondering why? Because meta description is just like a cover of the book for your users, the more appealing it will be, the more click-through rates you will be getting. Meta descriptions represent the briefed information about your web page, in more simple language, it either push or pull users to click on your website. To understand what exactly meta descriptions are and how they affect conversions and user engagement on your website, let us discuss in depth.

What is a Meta Description?

It is a meta label in HTML, used to summarise the content of a web page. It not only helps users to identify relevant content but also significant from an SEO perspective. Meta description tags help search engines to categorise web page content.

On a search engine, you can spot meta description under page title and URL
For example, let’s have a look at how Myntra briefed about the brand in its meta description.

Meta Descriptions are the unique snippet that describes your website’s content in a simplified manner on Google.

If you Look for Page’s code, You will find Code of Meta Description like this:


So now we know what meta descriptions are. Did we tell you how smartly written Meta Descriptions can be a game-changer? Let’s find out!

Importance Of Meta Description

A thoroughly written meta description has the power to enhance the CTR (click-through rate) to your website from the SERP (search engine results pages). The meta description can impact a consumer choice because it will determine whether the searcher will click through your content from search results.

Usually, searchers connect to the content which appeals to them and answers their queries. So, our meta description should be designed in such a way that relates to more users and their queries. There is a high chance that the user will click through the pages with more explanatory and relevant meta descriptions.

In the world of contesting web pages, Meta descriptions work as your best marketer who will provide more traffic or probably more conversion for your website, if written smartly.

By now, we have a fair idea of how vital meta description tags are. You must be curious to edit your meta descriptions to leverage the benefits. Aren’t you? Let’s learn the art of writing apt meta description tags.

How to write Meta Descriptions?

To ace the art of writing appropriate meta description tags, compare it with print media advertisements we generally have in newspapers or magazines.

On search Engine, website page title serves as your headline, meta description is your slogan, and the URL is the address. With catchy taglines, advertisements try to appeal to consumers to perform a call to action.

Since a meta description function like an advertising copy of your website, fill it up with a compelling description using relevant keywords.

Design your description to entice your readers by communicating the importance and benefits of the content of your page. It should compel users to click on your result on search engine results pages.

Another thing to pay attention while writing meta descriptions is search engines like Google bold keyword in the meta description when they match search queries. So You should try to pair your description to SEO friendly Keywords as closely as possible. While users are searching for their queries, you definitely do not want to be among few non-highlighted web pages. At the end every little detail matters that leaves an impact on the user’s mind.

Look how smartly amazon has curated its meta description that not only includes keywords for “watches online” but also pitching for its variety. You can also notice how matching query keywords are bolded by Google.

One of the excellent practices includes the use of user-tested and targeted keywords to get more clicks. It will boost your potential ranking on the search engine results pages, which is an integral part of search marketing.

SEO is about creating the conclusive search experience for the users; it’s not only about following the algorithm.

A meta description is nothing but a conversation between you and your users. A high-quality description improves the quality and quantity of your search traffic. Try to give an emotional touch to the narrative without caring about the algorithm.

A sentimental language communicates better than machine language. At the end we all are trying to pitch our product or service to humans sitting behind the screen, so we should primarily focus on pain points of customers. We should target the consumer’s emotion.

To bring conversions or increase engagement is not a one way approach, we need to strategise holistically. Making emotional appeal or targeting consumer pain-point is one of the essential parts of marketing.

The appropriate length of a meta description:

Generally, a meta description should be within 140-160 characters. Although in recent times google increased the length of meta descriptions to 275 characters. It means that now search engine results pages on google will show up to 275 characters of the meta description. Try to upgrade your meta description tags up to maximum words. Make sure it did not exceed the threshold limit or else the search engine will chop the end off. Add relevant keywords first, which describe the content of your page accurately. Avoid keyword stuffing and make sure the meta description has a natural flow and relevant content.

Avoid duplicate meta description:

Every page must have a different meta description. Avoid identical or similar meta-descriptions tags on every page. Try to design a meta description that defines the specific page more accurately. In case you don’t want to create a description for every single page, aim to rank your content. Give utmost priority to the home page and popular pages of your website.

To avoid duplicate meta description, you can always use a programmatic way to create exclusive meta descriptions. Mass duplication of meta descriptions can be harmful, it can lead to a drop in your ranking on search engine results pages on google. And also, avoid using quotation marks while designing a meta description. The search engine usually cuts off descriptions containing quotation marks. In case quotation marks are a vital part of your description and you can’t avoid it, then you can use an HTML entity rather than double-quotes.

Curate A Perfect Meta Description

Before Designing a perfect meta description, You should understand what would drive a searcher to click on your webpage URL. Keep in mind two important questions: What are you selling? Why should searchers buy?

Try to convey your users what you do, tell them about your unique selling points, and what products you’re offering through the meta description tag. While designing a description for the homepage, the best thing to do is to emphasize your brand repeatedly.

In the description, put essential information first, which quickly communicates the benefit of your webpage. If you are selling a particular product or brand, put those words at the beginning of the description. In the case of product pages, the description should be customer-centric and aim for the benefits of users. Formulate the description like you are talking about your business with people. Give an emotional touch in your message as Emotional advertising is likely to persuade people easily. Don’t miss the opportunity to improve your search results and make sure to create an appealing meta description for your website that influences end-users.

Keep in mind, search engines like google may disallow the meta description on the grounds if the meta description is not relevant or not answering searchers’ query adequately. Make sure meta descriptions are filled with relevant content and have a natural flow.

So here are the takeaways for writing SEO friendly Meta Description tags from this article:

  • Keep the length between 140-160 characters
  • Don’t exceed the threshold
  • Use query related & user-targeted keywords
  • Don’t forget to put relevant keywords
  • Avoid using quotes or use in HTML format
  • Avoid keyword stuffing
  • Don’t use duplicate meta descriptions
  • Try to keep your Unique selling point in meta descriptions
  • Target the pain point of consumer
  • Emphasize your brand repeatedly
  • Don’t refrain from making emotional appeal
  • Avoid Keyword spamming

Last but the most important thing to keep in mind, write for the consumer rather than writing for algorithms. At the end we are trying to persuade a human consumer not an algorithm.

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