Word Diaries

How to Always Write Click-Worthy Meta Descriptions

Want an smooth manner to get human beings to click on thru to your internet site? Then consist of a meta description.
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Although they aren’t a ranking issue, meta descriptions are important for your search engine optimization.


I suggest, it’s the primary influence searchers get of your internet site. A well-written meta description can be all it takes to seize a searcher’s interest within the search engine consequences pages (SERPs).

However, it can’t simply be any old content material.

If you want people to take that extra step and click on via on your web site, it’s got to be click-worth, like the example under:

So, permit’s speak approximately a way to write meta descriptions that get clicks.


Ready? Great! Let’s start with a proof.

What Are Meta Descriptions?

Meta descriptions are one hundred sixty-man or woman snippets summarizing an internet page’s content. Search engines show those snippets in seek results to let visitors recognize what a page is ready earlier than they click on on it.

Meta descriptions assist customers determine whether to click on on your website in a search result.

Here’s a meta description instance from my website online.


It receives right to the point and gives searchers a motive to click. That’s exactly what you want your meta description to do.

How Search Engines Use Meta Descriptions

The excellent examples of meta descriptions and how search engines like google and yahoo use them come from serps themselves. For starters, permit’s take a look at Google’s meta description.

<meta name=“description” content=“Search the world’s information, including webpages, images, videos and more. Google has many special features to help you find exactly what you’re looking for.”>

It’s exactly 159 characters, inclusive of spaces.

Although they aren’t a ranking component, meta descriptions and SEO go hand in hand due to the fact they assist searchers discover your website in the search engines like google and yahoo (greater approximately that later).


Search engines use meta descriptions as snippets of textual content that assist them apprehend what your page is set, which in turn facilitates them rank your site for relevant queries.

Why Are Meta Descriptions Important?

Meta descriptions are vital due to the fact the Google algorithm, which allows decide what pages must rank well for certain keywords, specializes in meta tags (including meta descriptions). This manner that having meta statistics this is optimized and relevant to the content which you are setting out can have an instantaneous fantastic impact to your rankings.

If you’re the usage of meta descriptions nicely, you could add a meta tag that isn’t for your content. This can be the distinction between ranking on page four for “satisfactory shoes” or web page 1.

Additionally, meta descriptions assist:

Increase click on-thru prices, boosting conversions and income.

Improve indexing to rank higher on SERPs.

Make it less complicated for visitors to discover the content they’re seeking out without scanning web page titles or meta tags.

Meta descriptions can also seem on social media when sharing a hyperlink.

Even search engine giant Google recommends writing meta descriptions in your website online.

On the person enjoy facet, meta descriptions show searchers what your website is ready and what information they could count on to discover in the event that they click on.

Want extra reasons to use meta descriptions? Here they’re:

Reason 1: Bolded Keywords in Search Results


Bolded keywords help you get searchers’ attention. When someone searches for a particular keyword or phrase, they’ll see it as a ambitious result in the SERPs. Therefore, in case you’re concentrated on that keyword, you want it to face out. In those consequences for advertising and marketing budget spending trends for 2023, which results jump out to you?

It is going to show why your top key-word word have to be on your search engine marketing name and meta description! You wouldn’t want to be the only result in this list without a bolded key phrases for that search.

Reason 2: Top Social Networks Use It


Whenever you share a page on social networks like Facebook or LinkedIn, for instance, each website online pulls either the meta description or the first sentence or  of the publish because the description to reveal in the proportion.

The meta description is typically proven in its entirety, even as the first sentence or two of your submit ends up reduce off with an ellipsis […]. While you may edit the outline for Facebook and LinkedIn, now not anyone sharing your web page will accomplish that.

Therefore, in case you want your page’s shares to get the most clicks on social media, don’t forget growing a sturdy meta description so as to inspire clicks, similar to you would for seek consequences.


Reason 3: Social Bookmarking Networks Use It

Many social bookmarking networks may also use the meta description as a page’s description on their community.

A few examples of networks that encompass meta descriptions are BizSugar and Pocket. Just approximately any social bookmarking or balloting community built at the Pligg CMS device also uses the meta description first.

While you can edit the descriptions on these networks, you may’t anticipate whether or not others who post your pages will. Plus, in case you don’t ought to edit the descriptions, then you definately store a bit paintings for your self in case you are submitting your personal pages.


How to Include Meta Descriptions on Your Pages

If you operate WordPress on a self-hosted area, you’re in success. You can without difficulty upload meta descriptions in your content the use of simple (and unfastened) plugins inclusive of All in One search engine marketing Pack. Just installation it, and look on each web page/put up for the SEO Details container that asks you for a custom SEO title, meta descriptions, and different statistics.

Then, you could add your homepage’s search engine optimization details to the plugin’s main settings segment. Other subject matters and systems might also have SEO options constructed in. If no longer, seek your internet site’s platform, search engine optimization plugin, add-on, or extension.

Properties of a Strong Meta Description

Now you understand what meta descriptions are and why they matter, you’ll need to craft the first-rate meta description viable.


The guidelines under and the examples assist you do just that.

First, make sure you write a meta description to keep away from Google growing one for you.

Keep it quick. Meta descriptions should be round 155 to a hundred and sixty characters lengthy, despite the fact that 100 characters is an wonderful center floor to ensure that your meta description is likewise cell pleasant

Make it smooth to study.

Include a name to movement (CTA) to show readers what they get when they click your search result.

Use active language and include relevant keywords to expose users what they can assume from your web page.

Research applicable keywords for your net web page and encompass them inside the meta description organically.

Don’t key-word stuff. This practice doesn’t belong for your content, and Google treats it like junk mail.

Avoid indistinct or customary language like “Welcome to our internet site” that doesn’t inform users something beneficial. Instead, make it descriptive and relevant.


Here are  examples of meta descriptions to expose what you’re aiming for:

See? They’re quick, sweet, and descriptive, like a meta description have to be.

Tips for Writing Great Meta Descriptions

Meta descriptions are a extraordinary way to have interaction users at the SERPs and improve natural visitors.


You can use meta descriptions in numerous methods, consisting of:

Helping readers understand what the web page gives.

Giving customers an incentive to click on thru and engage along with your website online.

Selling a product, presenting an email signal-up, or directing readers for your social media pages.

Looking for employees.

How do you write a meta description that drives clicks and improves your ranking, although? I’ve were given you! Here are nine hints to help you create more compelling meta descriptions.


  1. Include a CTA in Your Meta Descriptions

A CTA in your meta descriptions is a splendid manner to compel humans to click on on your internet site. For example, you could use terms like “Learn More,” “Click Here,” or “Shop Now” to encourage searchers to click on via.

For instance, this example from sport clothier Bungie asks customers to use for far flung paintings positions from their Twitter debts.


Do you understand what else makes a searcher want to understand more? Offering fee. Let’s speak that next.

  1. Focus on Value in Your Meta Description

You can’t simply assume humans to click on. You need to provide them a reason. Describing the price they could gain by traveling your web page motivates searchers to make that click.


Here’s a way to do it!

First, be clear about what you’re providing so searchers can decide if it’s really worth their even as journeying your web site.

For instance, if your provide is informative, you may use words together with:




Alternatively, if you provide a products or services, you could use words like:







Look at how the journey groups use meta descriptions:

See how they make their meta descriptions stand out with words like “deal” and “exceptional”? If I were searching out a vacation package deal or deal, those meta descriptions might seize my interest.

  1. A/B Test Your Meta Descriptions

A meta description is a first-rate area to experiment with specific key phrases, phrases, or CTAs.

This helps you determine what drives more engagement with out doing anything permanent or drastic on your web page’s layout itself.


You can A/B take a look at your meta descriptions by means of making two for every page.

For instance, one meta description may want to use one variant of a key-word or CTA. The 2d meta description can be your current meta or cognizance on a special offer or term.

Run each meta for a few weeks, then take a look at your Google Analytics to look which model earns more clicks. Then, use that information whilst crafting new meta descriptions.


Don’t just take a look at clicks, although. Track metrics like:

Bounce charge

Time on page


These inform you whether your meta descriptions are making an effect.


  1. Experiment With Character Length

Using too many characters on your descriptions will bring about your meta being truncated in the seek results, which means that users received’t see any content material after the cut-off.

Here’s an instance of a truncated meta. Notice the ellipses:

Yes, I recognize meta descriptions most effective come up with one hundred fifty five to one hundred sixty characters. However, that doesn’t imply you may’t test. Expert tip – take note of your pixel widths. Exceeding 960 pixels for computer and 680 for cellular will result in truncated effects.


Even though it’s no longer an amazing idea to exceed the limit, you may test your meta description to see what works first-class for each page. For example, in-intensity courses may also get greater clicks with the truncated results due to the fact users want to examine more.

You may additionally locate shorter meta descriptions paintings exceptional on your home web page, even as blogs perform higher with a better word depend. Or, you may find out meta descriptions with a higher phrase depend paintings quality to your recommended merchandise web page.

However, attempt to live inside the encouraged individual period, as it can negatively affect your ratings.

  1. Make Your Meta Descriptions Unique and Interesting

Meta descriptions offer an outline of the web page content material, in order that they’ve got to face out and grasp your perfect traveler’s interest.

Whether your meta tags are in your homepage, sales pages, or e-commerce listings, you need your meta descriptions to encourage motion.


How do you attain this?

You should attempt the following:

Use distinct methods to seize consumer attention, consisting of the usage of a clickbait identify or asking a query customers need answers to.

Add captivating words or phrases that grasp a user’s interest, consisting of “surprising,” “hilarious,” or “lifestyles-changing.”

Include applicable keywords that accurately replicate the content material of your web page.

Highlight your services or products’ particular characteristics the usage of descriptive language and strong adjectives for your meta description.

Include applicable keywords that appropriately reflect the content material of your web page.

Another way to create standout meta descriptions is by means of addressing the reader at once. Use active language and ask questions that pique their interest.


Finally, any other approach you may take is the usage of controversy or playful meta descriptions. I’m now not announcing you ought to make claims that aren’t true or got down to offend humans. Here’s how Us Weekly does it:

As you can see in the instance above, they use controversy inside the headline to inspire the reader to visit the website online. If you have been into movie star gossip, the headline alone is engaging enough to earn your click on, right?

Whatever niche you’re in, you could take this method. Just be cautious not to overpromise and beneath-supply.

  1. Include Keywords in Your Meta Descriptions

Each meta description should contain one or two keywords in line with word, and that they must be relevant to the web page.

It’s critical to consist of keywords in meta descriptions for 2 motives:

  1. It enables search engines recognize the web page and better rank your content.
  1. It reassures users that the web page covers the topic they’re interested by.

Use a device like Ubersuggest to locate the pleasant key phrases to your website online. Then, upload them to your meta descriptions to enhance your ranking.

Note: Each page need to use specific key phrases within the meta descriptions to make sure your page suggests up in all applicable searches.

Remember that Google does not use keyword meta tags directly in its scores. However, that doesn’t suggest they aren’t valuable for customers.

  1. Implement Structured Data

Structured facts metatags are HTML tags you could add in your internet site to provide additional context for search engines like google and social media platforms.


​​Structured information allow you to build a extra effective meta description to help you rank better in search outcomes. They can also assist you snag Google snippets.

The maximum common varieties of established data meta tags entrepreneurs use are:

Business call


Phone quantity

Email address

Product description with rate factors (if relevant)

Image URL

Twitter deal with


There are masses of ways you could begin implementing based statistics.

One of the most popular ways you may have seen is when web sites enforce reviews of their meta description:

Positive evaluations show searchers that they could accept as true with you and which you provide a satisfactory product or service.

Since social proof is this type of powerful manner to sell and grow your emblem, that is a fairly clean hack that helps you capitalize on person conduct.

Eight. Do Not Duplicate Meta Descriptions

Unique meta descriptions growth the opportunity that search engines like google and other browsers can apprehend the content on a web page and how it compares to other pages.

Duplicate meta descriptions can negatively affect your internet site, making it difficult for meta description crawlers to move slowly your website online.


Duplicates make it simply as tough for internet customers, too.

For example, if searchers see reproduction meta descriptions on each page of your internet site, they gained’t recognise what sort of content material is on each web page.

This is specially essential for e-trade web sites, which may additionally have numerous pages with similar content. Even if the goods are alike, the meta should be unique.

Finally, if you’re uncertain if reproduction meta descriptions are a trouble in your internet site, take these steps:

Step #1: Visit Ubersuggest, enter your domain, and click on seek.

Step #2: Click Site Audit inside the left sidebar, enter your domain once more, and Ubersuggest will give you an overview of your website.


Ubersuggest’s website.

Step #three: Review search engine marketing Issues Discovered and search engine optimization Checks Passed to peer when you have replica meta descriptions.

If you locate any, click on the line. For the example above, I’d click on on the words “What is this and the way do I fix it?”

You’ll then get a popup with advice about the way to solve any problems.

There you are, your meta description duplication problems solved! Now, allow’s examine using meta descriptions to inspire action.


Nine. Convert Your Meta Descriptions Into Calls to Action

You can use meta descriptions as a effective call to action. Here are a few tips you can use whilst writing your meta descriptions to inspire internet searchers to take action:

The power is inside the language, so maintain it clear and concise. How you word your descriptions could make or spoil your seek engine result. Add words that describe price and provide searchers a motive to click on. Also, keep away from vague statements that don’t offer any real cost or incentive for the reader to click on via.

Write calls to movement! Try adding language like “Click right here,” “Learn greater by means of clicking right here,” “Shop now for the exceptional deals on our merchandise,” or “Learn extra approximately our services.”

Test them! If you have got certain touchdown pages that obtain a respectable amount of natural traffic, recall trying out extraordinary versions of meta descriptions to see if you can get a lift in click-throughs. For example, strive distinctive description lengths, phrasing, and positioning of your keywords.

Identify your services or products’s specific capabilities, then include this for your meta descriptions.

Create a experience of urgency, like: “Don’t pass over out on our constrained-time offer” or “Join heaps of satisfied customers nowadays!”


How do I write a meta description for SEO?

To write an powerful meta description, don’t forget along with relevant key phrases and terms that correctly describe the content material in your net page.

Additionally, make certain:

Your meta description is unique and compelling.

You use energetic language.

That you spotlight the advantages or solutions site visitors can discover to your web page.

You encompass a call-to-movement.

Do meta descriptions affect search engine marketing?

While Google doesn’t count meta descriptions as a ranking thing, meta descriptions still play a critical function to your search engine marketing.


Why? The short precis you offer in a meta description gives customers an concept of what to expect. This entices viewers to engage as they could see that your content material meets their desires.

Optimized meta descriptions can also enhance click on-via costs.

How long need to a meta description be for search engine marketing?

The wellknown period for meta descriptions is one hundred fifty five characters, but as much as a hundred and sixty is suitable.  Don’t forget about to check the pixel widths of your meta descriptions to keep away from truncated outcomes. For mobile aim for 680 pixels, and for desktop 960 pixels.


Meta descriptions are an crucial part of your onsite SEO. They ought to be compelling, descriptive, and specific to each web page.


Meta descriptions may be short, however they assist you to rank higher in search engine results pages by way of assisting search engines like google and users better recognize what your web page is about.

Remember to include meta descriptions on every page of your web page, which include weblog posts and product pages.

What guidelines do you have for growing great meta descriptions?


About the Authors: Kristi Hines is a contract creator, professional blogger, and social media fanatic. Her blog Kikolani specializes in weblog advertising for non-public, professional, and enterprise bloggers.

Sean Work is the former Marketing Director at KISSmetrics.


Categorized as Blog

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