Everything You Need to Know About Writing Meta Descriptions

Everything You Need to Know About Writing Meta Descriptions

Meta descriptions — sounds sophisticated, proper? If somebody requested me a few meta description two years in the past, I’d’ve assumed they had been attempting to speak nerdy to me. It seems like code, and manner over a marketer’s head.

I am joyful to report that is not the case.

Meta descriptions, regardless of their fame, could be damaged down in a reasonably easy manner. The extra content material you create and the additional you dig into inbound marketing, the extra you may uncover how essential meta descriptions are to the visitors and leads you anticipate your content material to generate.

New Interactive SEO Training: Learn how HubSpot uses SEO to rank #1 in Google >>

A meta description is principally what helps the searcher resolve whether or not or to not click on the hyperlink to an article or webpage. A meta description helps convince or persuade readers to decide on your website. Oh, and the bolded phrases inside a meta description — as proven within the screenshot under — point out which phrases match these within the search question. Nothing too sophisticated, proper?


Do I Actually Want a Meta Description?

Now that we’re on the identical web page and you realize what a meta description is, let’s reply one other frequent query: Do you really want one? The brief reply is sure. This is why:

1. Will increase Clickthrough Charges & Visits from Natural Search

There is perhaps 10 blue hyperlinks per search engine outcomes web page (SERP), however they do not all get clicked by an equal variety of individuals. The upper up the outcome ranks, the extra individuals who will see it and, in flip, click on on it. To get your outcome to rank nicely, nonetheless, you want individuals to begin clicking on it. Meta descriptions are your alternative to entice individuals to click on on your hyperlink as a substitute of another person’s.

2. Offers the Proper Individuals the Proper Info on the Proper Time

Though meta descriptions don’t immediately affect your web site’s rank on Google, they will profit you when individuals conduct an Superior Search. Most of these searches permit searchers to enter extra standards for what phrases they need the outcomes that observe to incorporate. These standards are recognized to have an effect on your meta description, and might due to this fact decide in case your webpage exhibits up in any respect.

3. Will increase Visits from Social

Google is not the one web site that shows your meta description while you publish a bit of content material. Social networks like Fb use what’s referred to as an “open graph” to current a very powerful information in your webpage while you share it together with your followers. This open graph features a meta description. In different phrases, your meta description does not simply drive search engine visitors (also called natural visitors) — it drives social media visitors, too.

Meta Description Size

The perfect size of your meta descriptions is, nicely, not so prolonged: not more than 160 characters, together with areas. However that supreme size has additionally modified considerably in the previous few years.

In December of 2017, Website positioning specialists all around the world seen one thing totally different about how a lot meta textual content Google’s search outcomes had been producing on every outcomes web page. Outcomes had been more and more exhibiting upwards of 300-character meta descriptions. Entrepreneurs took discover and commenced to adapt, however not earlier than Google’s Danny Sullivan confirmed a retraction from the change it initially made:



To echo Sullivan’s perception, above, there is no such thing as a good size to meta descriptions as a result of the size displayed depends upon how “helpful” Google considers every description. Nonetheless, staying inside 155-160 characters will guarantee your meta description is not minimize off with a mysterious ellipsis (study extra about that within the following part).

Meta Description Examples

Simply as there is not an ideal size for meta descriptions, there is not an ideal meta description, both. What you write in your meta description relies upon fully on the subject of your article, weblog submit, or webpage.

In fact, simply because there is not such a factor as an ideal meta description doesn’t suggest there aren’t good fashions for tips on how to write your personal. Listed below are a couple of meta description examples — the nice and the unhealthy.

Good Meta Descriptions

1. The whole key phrase is included within the meta description.

Key phrase: “tips on how to plant a tree”


Meta descriptions are not an official rating think about Google search outcomes, which implies what you place right here does not immediately have an effect on your rating. Nonetheless, they do have an effect on what number of clicks you get, which does have an effect on your rating. Together with your complete key phrase within the meta description can inform individuals instantly that your webpage solutions their query.

2. The meta description teases the reply to a query.

Key phrase: “finest time to plant a tree”


Whereas some good meta descriptions incorporate your complete key phrase to get individuals’s consideration, others can accomplish that by including a component of thriller to entice their viewers to study extra. Within the instance above, readers know the reply is said to seasons, however they do not but know which season is finest for planting.

Unhealthy Meta Descriptions

1. The meta description is just too arduous to observe.

Key phrase: “tips on how to plant a tree”


Meta descriptions just like the one above merely do not use time properly — the brief time they need to persuade a reader to click on on their content material. Within the instance above, the textual content opens with an “previous axiom,” but it surely’s arduous to right away perceive the connection it is making with tips on how to plant a tree.

2. The meta description is just too lengthy to seem in full.

Key phrase: “finest time to plant a tree”


This is without doubt one of the most typical misfortunes in Website positioning, and lots of instances it is out of our management. In case your meta description is deemed too lengthy for Google’s liking, it might get minimize off, and the tail finish of a sentence can get changed with an ellipsis (“…”) that may price you a searcher’s curiosity in clicking by way of. Bear in mind, 155-160 characters (together with areas) or much less is finest.

Selecting an Website positioning-Pleasant Meta Description

For each weblog, webpage, and piece of copy we write, we observe the most effective follow of making a corresponding meta description. Now that you realize why you must write a meta description, this is the how.

1. Write compelling content material.

Write a brief sentence previewing the content material or telling the searcher why they need to learn your submit. Give them a transparent advantage of clicking by way of and studying your submit, if needed. That is your likelihood to promote them on what you need to provide: informative, invaluable content material.

2. Use one or two key phrases in your meta description.

You would possibly already embrace key phrases in a webpage’s physique copy and title. However the meta description must also embrace key phrases that assist describe the content material of the webpage. Give attention to one or two distinctive key phrases within the meta description of every webpage you publish. Do not stuff these key phrases anyplace you possibly can — be sure they match naturally and assist clarify what individuals can anticipate to see in the event that they click on in your hyperlink.

3. Purpose for 155-160 characters.

I do know I stated the variety of characters that make up your meta description is essential, and it’s. However when really displaying this meta information, Google does not measure by characters — it measures by pixels. That’s, it’s going to minimize off a meta description after a sure width. The explanation we are saying 155-160 characters is to present entrepreneurs a benchmark to abide by.

4. Eradicate “non-alphanumeric” characters.

Ampersands (&), plus indicators (+), em-dashes (—), and different particular characters would possibly seem simply tremendous in your laptop display, however serps cannot learn these symbols as simply. These are referred to as “non-alphanumeric” characters, and you must keep away from utilizing them in your meta descriptions. A few of them do not seem in search outcomes the best way you propose for them to. Others can smash your complete snippet: Any time double citation marks are utilized in a meta description, for example, Google removes it from the search outcome.

To sum up the makings of a very highly effective meta descriptions, I will depart the ultimate phrases to Google:

“Use high quality descriptions … be sure your descriptions are really descriptive. As a result of the meta descriptions aren’t displayed within the pages the person sees, it is simple to let this content material slide. However high-quality descriptions could be displayed in Google’s search outcomes, and might go a protracted technique to bettering the standard and amount of your search visitors.” – Google

The Exception

As I become old — and wiser, hopefully — I discover there’s an exception to each rule. Meta descriptions aren’t any totally different. As I’ve famous above, standard logic agrees it is clever to put in writing a very good meta description for any given web page.

However for webpages which might be concentrating on three or extra main key phrases, in accordance with Moz, your finest wager is perhaps to let Google’s synthetic intelligence extract the textual content it thinks is most related for a meta description. In any case, you possibly can’t handle all three key phrases in the identical meta description, and there’s all the time some threat that Google does not care what you place in your content management system‘s meta description field.

In case you have a web page that lists a number of articles (suppose a weblog or publication archive, or one thing like “your cart” should you’re ecommerce), it is perhaps okay to forego the meta description. When unsure, spend time writing an interesting sentence or two, and really feel assured the proper individuals will discover the proper info from you, on the proper time.

New Call-to-action

Learn SEO in HubSpot Academy

Leave a Comment