A meta description tag is an HTML component that gives a brief abstract of a webpage. It might seem as a snippet under the web page’s URL and title in Google’s search engine outcomes pages (SERPs).
Google robotically generates a snippet of your pages based mostly on the search question, the content material on the web page, and the web page’s meta description. Whichever Google believes most adequately addresses the consumer’s search intent.
Which implies:
Your meta descriptions needs to be distinctive, descriptive, and related to the web page.
Right here’s what a meta description can appear to be on a SERP:
To supply a meta description for a web page, add it within the <head> part of every web page’s code. Inside a meta description tag, like so:
<meta title="description" content material="Study how to develop a tone of voice for your model and use our template to get began.">
Most content material administration programs (CMSs) and search engine optimisation plugins will let you add and edit HTML meta descriptions by typing in a delegated area.
Right here’s an instance from WordPress:
Additional studying:
Meta descriptions are actually vital for search engine optimisation. Despite the fact that they aren’t a direct rating issue.
They’re used to generate snippets that inform searchers about your web page. And enable you stand other than opponents on the SERP.
An efficient snippet convinces extra individuals to click on in your hyperlink, rising your click-through price (CTR) and model consciousness.
Each of that are major targets of most search engine optimisation efforts.
Additionally, Google could daring key phrases from the question (or different extremely related textual content) which are present in your meta description. This helps customers to scan outcomes and discover pages that match their wants.
Thus rising CTR.
Like this:
After all, it’s finest to manage your website’s snippets as a lot as doable. So you may shield your branding.
That’s why that you must write efficient meta descriptions.
Additional studying: What Are Wealthy Snippets & The way to Get Them
Ought to You Set Meta Descriptions on Each Web page?
Setting meta descriptions for all of your pages is a good suggestion. However not all the time obligatory.
Google doesn’t all the time use your meta descriptions. As a result of it auto-generates snippets based mostly on consumer queries or data from the web page.
If Google believes your HTML meta description doesn’t fulfill the searcher’s intent, it could generate a distinct snippet for you.
For instance, once we looked for “what does search engine optimisation stand for,” Google displayed the meta description written by our workforce:
However once we searched “what’s search engine optimisation,” Google changed the search engine optimisation meta description with extra related textual content from the web page:
When Google does show your meta description, it’s a possibility so that you can function a compelling and clickable snippet.
By all the time offering a meta description, you’ve gotten a greater probability of controlling the narrative.
Nevertheless, setting a meta description for each web page might be time-consuming. In case you’re pressed for time, prioritize key touchdown pages, product pages, and any content material that you simply wish to rank.
In case you actually don’t need Google to show a snippet (auto-generated or in any other case), use the “nosnippet” meta tag. This tells Google to not present any textual content or picture preview for that web page within the SERPs.
Additional studying: Meta Robots Tag & X-Robots-Tag Defined
Use the next finest practices to jot down higher meta descriptions.
1. Maintain Meta Descriptions to 105 Characters (or 680 Pixels) in Size
Questioning how lengthy ought to a meta description be?
We suggest a meta description size of 680 pixels or round 105 characters. This provides you house to jot down an efficient abstract. Whereas decreasing the danger of truncation within the SERP.
Whereas there isn’t technically a size restrict on an HTML meta description, Google truncates snippets based mostly on the quantity of house obtainable. And truncated meta descriptions can damage your CTR.
Like on this meta description instance:
Typically, Google cuts off meta descriptions at round 960 pixels (roughly 152 characters) on desktop. And 680 pixels (roughly 105 characters) on cell.
You would possibly see increased estimations on the market—155 characters is a typical meta description size advice.
The precise variety of characters displayed in a snippet is determined by varied elements, equivalent to:
- The consumer’s gadget (e.g., there’s extra space on desktop than cell)
- The width of the characters (e.g., an “m” makes use of extra pixels than an “i”)
- The consumer’s search question (i.e., phrases take up extra pixels when bolded)
2. Embody Your Goal Key phrase
Every meta description ought to embody the web page’s major key phrase—the primary search question you need the web page to rank for.
This gained’t have an effect on your search engine optimisation straight. However it may well encourage customers to click on. Particularly as a result of Google usually bolds phrases that seem in or are synonyms of the question.
Let’s say you wish to rank for “finest path trainers.”
On this meta description, the phrase isn’t talked about particularly. So, searchers won’t assume the web page is related.
This subsequent search engine optimisation meta description stands out extra because of the bolding. And explicitly addresses the searcher’s wants.
Additional studying: The way to Select Key phrases for search engine optimisation (A 5-Step Information)
3. Give the Consumer What They Need to See
Understanding search intent (what the searcher needs to attain) is vital to writing an efficient meta description.
When somebody searches for “purchase iphone,” Apple entices customers to click on by by speaking about trade-ins and low month-to-month funds.
When somebody searches for “examine iphones,” Apple lets customers know they’ll study varied fashions.
Like so:
Observe how Google rewrites the meta description for this iPhone 14 specs web page. As a result of searchers need particulars—not a imprecise abstract.
Carry out search intent evaluation earlier than writing meta descriptions. So as to guarantee searchers you’ve gotten what they’re on the lookout for.
Additional studying: What Is Search Intent? A Full Information
4. Embody a Name to Motion
Calls to motion (CTAs) inform searchers what they need to do subsequent. Use them in your HTML meta descriptions to immediate clicks.
For instance:
- Store on-line
- Study extra
- Attempt at no cost
CTAs are crucial sentences—they begin with a verb and encourage readers to take motion. Direct writing could make meta descriptions extra concise, participating, and persuasive.
Take into account this earlier than and after, for instance:
Earlier than: Baggage, journey equipment, and extra can be found on our web site. Complimentary monogramming might be accessed with any buy.
After: Store on-line for premium baggage & journey equipment. Get FREE monogramming with buy.
Embody CTAs in your meta descriptions to get extra clicks.
Additional studying:
5. Guarantee Each Meta Description Is Distinctive
Write a singular meta description for each web page that may seem in Google (i.e., indexable pages).
That manner, you may inform customers precisely what every web page is about. And maximize your CTR.
Generic, duplicate meta descriptions don’t add worth. And so they undoubtedly don’t describe what you’ll discover on a particular web page.
Like this:
In case you don’t have time to jot down meta descriptions manually, rent search engine optimisation writers to craft them for you.
Or prioritize writing meta descriptions for a very powerful pages till you’ve gotten time to jot down the remaining.
6. Embody Necessary Product Data
If you’re writing a meta description for a product web page, it’s best to present details about the product’s options, advantages, and key stats.
This manner, customers know that they’re clicking on the outcome that matches their intent and expectations.
meta description for a product web page ought to point out the next:
- The product title and mannequin quantity
- The product worth and any reductions or presents
- The product options and advantages
- The product availability and delivery choices
By together with these particulars, you can also make your meta description extra related and interesting to potential prospects.
For instance, here’s a meta description optimized for a product web page:
This meta description offers customers a transparent overview of the product and its specs.
Customers who’re on the lookout for one of these sneakers will likely be extra more likely to click on on this outcome than on a generic one which doesn’t present any product data.
Use these meta description instruments to save lots of time and enhance your natural CTR:
Website Audit
Website Audit checks your website for varied technical search engine optimisation points. Together with lacking and duplicate meta descriptions.
To begin, enter your area and click on “Begin Audit.”
When the evaluation is full, go to the “Points” tab.
Go to the “Search by test” area and enter “meta description.”
In case you see the “# pages have duplicate meta descriptions”error, click on the hyperlink to see affected URLs.
Right here:
Use the arrows to see URLs that share a meta description.
Be certain that every of those pages have distinctive meta descriptions.
When you’re completed, return to the “Points” tab.
In case you see the “# pages don’t have meta descriptions”warning, click on the hyperlink to see affected URLs.
In case you can, it’s a good suggestion to jot down meta descriptions for these pages.
On Web page search engine optimisation Checker
On Web page search engine optimisation Checker analyzes your pages to see if Google is rewriting your meta descriptions.
To get began, enter your area and click on “Get concepts.”
Then, observe the prompts to configure the On Web page search engine optimisation Checker. You’ll have to set a number of goal key phrases for every URL.
When setup is full, scroll all the way down to the “TOP pages to optimize” desk. Select a web page to discover and click on the “# concepts” button to the best.
Then scroll to the “Content material” part.
In case your HTML meta description doesn’t match what Google exhibits in search outcomes (for a number of goal key phrases), the software will advise you to “Present a extra related meta description.”
Like so:
Click on “Present extra” to see the affected key phrase and the “SERP Meta Description” displayed on Google. This may also help you perceive find out how to write it higher.
In case your HTML meta description does match what Google exhibits in search outcomes (for each goal key phrase), you’ll see this affirmation:
Google + Key phrase Overview
In case you want inspiration when writing meta descriptions, search your key phrase in Google. And take a look at your high opponents’ snippets.
Decide what must be included. And what’s wanted to face out.
However keep in mind that Google personalizes search outcomes based on your location, search historical past, and extra.
Use Semrush’s Key phrase Overview for unbiased outcomes.
Enter your key phrase, select your nation, and click on “Search.”
Then, scroll all the way down to “SERP Evaluation” and click on “View SERP.”
A brand new tab will open with a snapshot of Google’s SERP. And you may see what every of the rating URL’s meta description seems to be like (on the time the information was collected).
PageImprove
PageImprove makes it fast and straightforward to replace meta descriptions (and different search engine optimisation components) in your website. There’s no have to log into your CMS or get a developer’s assist every time.
To put in the PageImprove Google Chrome extension, click on the “Attempt It for Free” button on this web page. Then, observe the prompts that seem.
Set up the code snippet onto your website. (Utilizing Google Tag Supervisor is the quickest manner so as to add it to each web page.)
And voila!
When looking your website, open the extension on any web page to replace its search engine optimisation meta description.
While you’re achieved writing your meta description, hit the inexperienced “Adjustments” button within the high proper nook of your display screen.
Evaluate your draft and hit “Proceed to publishing” to save lots of your work.
SplitSignal
SplitSignal permits you to A/B take a look at your meta descriptions—i.e., examine totally different choices and see which performs finest. Based mostly on actual click-through information.
In this case research, an internet music retailer in contrast a CTA-focused meta description (the management) in opposition to a product-focused meta description (the variant).
The experiment confirmed that the product-focused meta description elevated clicks by 2.2%.
SplitSignal additionally permits you to carry out search engine optimisation experiments on title tags, headers, and way more.
You don’t want superior growth or information evaluation abilities.
To the Net’s SERP Preview Software
To The Net presents a free meta description checker.
It tells you meta description size in pixels. And gives a helpful mock-up of desktop and cell outcomes.
Like this meta description instance:
Use the software to optimize different on-page search engine optimisation components like your title tag, too.
In case you’re seeking to enhance your meta descriptions, join a free Semrush account (no bank card wanted).
By merely signing up, you’ll be capable of:
- Run a full website audit
- Discover and repair on-page search engine optimisation points
- Carry out key phrase analysis
- Conduct a competitor evaluation
- Get suggestions for content material optimization
Plus extra.