When optimizing their websites for search, many people skip meta descriptions for the simple reason that they aren’t a direct factor in search rankings. However, most SEO strategists will agree that this is a mistake. Because meta descriptions display on Search Engine Results Pages (SERPs) and on social media, they are often a user’s first impression of a website’s content. They have the power to bring in traffic. Additionally, the more people click on a search result, the more search engines perceive that result as valuable. Ideally, you should have a good meta description for every page of your site. Here are some ways to write them better:
1. Be goal-oriented. While you’re obviously trying to boost traffic, presumably your larger goal is attracting paying customers. For that reason, your description should be geared toward your specific customers and audience, not what you think will bring in the most random traffic. If you can really put yourself in the mindset of your customers and think about what they’re looking for, you’ll write a description that will bring them to your page.
2. Be brief. Meta descriptions can be as long as you want, but they’ll end up getting cut off and being less appealing. The sweet spot is generally considered to be 155-160 characters, forcing you to write a very concise description of each page of your site. This is helpful in site design as well. If you are only describing one specific aspect of a page, you are more likely to have pages that only have one specific purpose.
3. Be truthful and specific. Your description is basically a promise to your audience about what they’re going to find on the page. Make sure you’re accurately and clearly describing your content. You want to deliver on the promise you’re making to your site’s users.
4. Be relevant. Think about the keywords people would be searching if they were hoping to read exactly what you’re providing on each page. Write a description where one main keyword comes up naturally. Don’t try to stuff keywords here (or anywhere, ever!) but provide the keyword that will be most useful to your audience to help them find the content they want or need.
5. Be readable. Don’t include any special characters, weird fonts, or even common punctuation that has the potential to be misunderstood or incorrectly displayed in snippets. Use only letters and numbers.
6. Be engaging. Use an active voice and describe the benefits of the content the page is providing. Think about your audience’s needs and how you’re going to meet them. Then, think about how to best convey that value to them in a short description. Be as lively and interesting as possible.
Substance and Style 