How to write a good meta description

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A meta description is a short snippet of text that appears to users on search engines to summarise what a website page’s content is about. The meta description will also appear when pages and posts are shared across other websites and social media platforms.

Why Meta Descriptions Matter

Meta descriptions aren’t directly used for ranking, it mostly has to do with user behaviour, particularly click-through rates. And, click-through rates are directly used for search engine rankings.

Your meta description works with your title and URL in your search result to show searchers that your link is the link that’s going to have the answer to their problem.

When you have an eye-catching title, a straightforward URL, and a compelling meta description, your click-through rate is going to increase.

The more click-throughs you get to your page, the stronger the signal to Google that your page is what users are looking for, increasing your chance of appearing higher in the natural listings.

How to write a good meta description

What you really want to do in a meta description is to show the benefits of the content, which will get readers to click on your page link.

Writing a meta description is similar to writing an advert for your website. It should be short and to the point, highlighting your Unique Selling Points (USPs) as briefly as possible.

A clear meta description may also include a call to action which can show users that there is something for them to gain by visiting the website.

Optimal length

Meta descriptions can be any length, but Google generally truncates snippets to 155–160 characters. It’s best to keep meta descriptions long enough that they’re sufficiently descriptive, so we recommend descriptions between 50–160 characters.

Summary

Although they don’t have a direct impact on SEO, it is worth putting time into writing good meta-descriptions in order to increase the CTR to your pages which will have a positive impact on SEO.

If you would like help with your SEO marketing then please get in touch today.