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Imagine a meta description as the shortest summary of your essay. It is a snippet of the content of a website. 

When you search for something on Google, you’ll be able to see meta description on the results page below the title of every post. 

The Role of Meta Description for SEO

Meta descriptions play a significant role for your SEO as it is the first thing– together with the title– that people will see when they are browsing the search engine results. 

Moreover, most Search Engines like Google as well, rely on meta description and other factors of SEO to understand the content of a website. 

Most probably, one of your goals is for your site to get notice and get clicks to boost traffic. Well, including a well-written meta description will let you achieve that goal, as meta descriptions are helpful to increase your site’s click-through rates. 

If you construct perfect meta descriptions, then the probability of people who will click and visit your site is high. If that’s the case, then you’ll have more traffic and possible new subscribers. 

How to Write Meta Description Properly

Now that you have the basic knowledge of what and how important a meta description is, let’s dive into how you are going to write a meta description successfully.

A good meta description prioritizes the experience of the user. 

If you’re going to hover on the search engine results, you’ll observe that most of the meta descriptions answer the questions that follow: 

  • what is the page all about? 
  • Why is the page is the right choice that the user is looking for? 

These are the questions that are mostly asked by users. So, the answers to these questions should be in the meta description– briefly explained

Includes the Focused Keyword for ranking

People are searching for keywords, as you might have known. So, it is essential to input your target keywords on the meta description.

Why? Because people are more likely to click on that certain result if it includes the keywords that they are searching for.

Moreover, if you include the right keywords on your meta description, it will be likely picked by most search engines to rank higher. 

Focuses on the benefit of the content to the user

People will click on the results if they can see that your page can benefit them or if it can answer their questions. So, in producing meta descriptions, try to include the benefit of your content to the user. 

Most important information is prioritized. 

Every meta description should convey its clear motive, like the subject matter and again the benefit of the content. The placement of this essential information should be at the beginning part of the description. 

As you might have done too, people just scan the results, making it hard for your meta to get noticed if it’s not clear at the very beginning. So, writing the benefits and content clearly is also one factor to increase the Click-Through rate or CTR. 

Good meta descriptions are written to read by humans, not by search engines. 

Yes, we know that you’re also aiming for Google to rank your site to the top, but it is also important to note that you should aim to write a meta description for people who are searching for answers. 

Therefore, meta descriptions should be conversational and well-written in natural language. 

Editing is a must

When writing content, it is essential to edit it a few times to avoid loopholes. This rule is also true when you are to write meta descriptions. 

Look for different angles to include the most important information on the meta description. 

Practices to Incorporate when Writing Meta Descriptions

Be mindful of its length

There is a limit on the characters that you can input for every meta description that you write. Because Google and other search engines usually just show 158 characters on desktop and 120 for mobiles. 

Mostly you can write about 1 or 2 sentences long, depending on how you deliver them. So as much as possible, try to fit in the necessary information without excessing the limit. 

Use action-oriented language 

Using call to action words like ‘click here’, ‘read more’ are very useful to gain more clicks. 

Be Specific and relevant

Since meta descriptions only require limited characters, you don’t want to go around the bush. Specify the benefit and be direct to the point. 

Things you Should NOT Do When Writing Meta Description

Avoid keyword stuffing

Yes, we understand your eagerness to get a higher ranking on different search engines, but stuffing keywords on your meta description won’t do you any good. 

If you repeat a keyword about 9 times, you’ll get penalized instead of going up to rank. 

Likewise, in writing a blog post, you don’t stuff keywords, but you let the keywords in naturally. 

Avoid copying long paragraphs on your content

Again, there is a limit on writing the meta descriptions. Those long paragraphs that you’ve copied on your content will be cut. 

Instead of copying, try to construct unique and catchy meta descriptions that will entice your people to click your site.

Avoid using meta description on more than one page or post

Writing the same meta description on more than one page will confuse the .search engines. So, make sure that you have checked your meta description, you might have written the same one for another post. 

Conclusion

Meta description might be just a small part of your post or content, but it serves a big role that helps your site boost its traffic. It is one of the aspects of SEO that most website owners shouldn’t ignore. 

Moreover, you need to write your own meta description as Google and other search engines will get portions of your content and make it the meta description. Sometimes it’s appropriate to your content, but most of the time, the chosen paragraphs are not well suited and irrelevant.