Meta Description

What is a meta description in SEO?

When you type a keyword or phrase into a search engine, you are given a list of search results. The short descriptions found below the title and URL are referred to as meta descriptions.

Meta descriptions are important factors for SEO (search engine optimization), as they benefit both search engines and web users. Including target keywords in a meta description help signify relevancy to the search engine, and boost your page ranking. Meta descriptions also add value to web users by providing them with a clear summary of what the page is about.

How to write the perfect meta description

There are many best practices for writing a proper and compelling meta description. Below, we explain how to write an effective meta description that will benefit your users and your search rankings.

Optimize description length

Meta descriptions can technically be any length, but Google will truncate longer snippets to around 150-160 characters (about one to two sentences). Meta descriptions should be long enough to describe the content and attract users to click on the page, but short enough that they aren’t truncated.

Make it relevant

Include target keywords in your meta description. These help Google understand that your description is relevant to a user’s search and relevant to your page content. Be careful not to include too many keywords or keyword phrases – one to two is ideal. Any more and your meta description can appear unnatural and spam-like. Your description should read with proper grammar and provide clear context around your page content.

Include a call-to-action

Include a direct call-to-action in your meta description to help users know exactly what action they should take next. Examples include learn more, contact now, book a demo today, etc.

Use only alphanumeric characters

Non-alphanumeric characters like quotation marks, ampersands, or hyphens, can make it difficult for Google to read your meta description. In fact, double quotation marks can actually cause Google to cut off the description after the quotation mark.

Create unique meta descriptions for each page