Meta description
A meta description is a textual description of a page used to say what a particular page of a site is about. It helps Google and users understand what content is on the page.
Meta descriptions are an important part of on-page SEO. Although search engines do not include them in their ranking algorithm, descriptions still need to be optimised, because Google pays attention to the click-through rate. A well-written meta description should interest a user enough to click through to the page. When the click-through rate rises, Google gives you a “green light” and moves you a step higher in its rankings.
Practical example
How do you write a good meta description?
The optimal length of a meta description is roughly 155 characters. That length has to contain the main keyword you want to rank for. Ideally an SEO copywriter can work the keyword naturally into the beginning of the description.
Try to make meta descriptions distinctive so that you stand out from competitors. Include the main benefits of the product or your company. If you offer premium brands, servicing included in the price, fast delivery or hold an award, be sure to mention it. You have to interest users enough that they click the link and look at your page.
When writing a meta description, remember to use:
- a keyword
- the active voice
- a call to action
- distinctiveness
- a benefit that sets you apart from competitors
Tip: when writing meta descriptions you can use one of the free online tools that help you keep to the optimal length and see how the description looks in search. At Invelity we use ToTheWeb.