Business consultant LLCBuddy recently revealed that as many as 28% of websites do not have a meta description tag, despite the fact they have a strong likelihood of increasing clickthrough ratios. However, if you are now wondering, “What is a meta description?” this article might be for you.

Read on to discover what the meta description, or “snippet” text, can help you to boost your SEO efforts, including:

• What a meta description is
• Where meta descriptions appear
• How to craft the perfect description
• Best practices when creating them
• Examples of compelling meta descriptions online

So, dive into the following to learn how to craft these short paragraphs to help your SEO by making it more likely people will click on your link! 

What Is a Meta Description for a Website?

A meta description is an HTML tag you can use on every page of your website. It provides a brief summary of the page’s content to users. 

When using a search engine such as Google, these descriptions will appear under the page’s title. While Google has confirmed that these descriptions do not impact rankings, they do have another benefit.

A relevant meta description example would be this page, which uses:

Find yourself asking, “What is a meta description?” Explore its purpose and learn to write compelling snippets that drive traffic to your site!

When users search for a solution to their problem, they will scan the search engine result page (SERP) for the listing that best fits their needs. If they see two offerings but one doesn’t explain what the site does, users will trust the one that helps them understand the benefits it provides.

A good meta description is crucial for improving your website’s click-through rates. Users will use the information to give them a clearer expectation of what they will find on the website, and as such, it is a part of a good user experience.

Adtech company Setupad also confirmed that Google rewrites around 60% of meta descriptions. It does this if its algorithm detects that the web page’s contents do not match those of the description, which may impact Google’s perception of your site’s trustworthiness. 

As such, matching Google’s best writing practices is very important, especially those related to trust. However, the best way around Google altering the meta description is to ensure you are clear and concise, avoiding “keyword stuffing.”

Crafting the Perfect Meta Description

When you create a keyword, as with much online content, you should start by understanding who your target audience is. Use a tone that echoes your brand, and direct the message at your audience to resonate with them.

Make sure to also use:

Action Verbs

These words prompt a user to engage and prompt a sense of urgency. They include:

• Discover
• Learn
• Explore
• Boost
• Enhance

These powerful words encourage users to think about how you can directly benefit them.

Calls to Action

These phrases direct users to perform specific actions and should appear later in the meta description. Examples include:

• Learn more
• Contact us
• Get started
• Sign up
• Try it free
• Request a demo

They create an image in the user’s mind of taking action on your site. This drives them to access your site by setting clear expectations of what they will do if they click the link.

Primary and Secondary Keywords

Primary keywords are a string of text that can help align a user’s search intent with the purpose of your website. The best ones usually have a high chance of appearing in a search result and low competition for high rankings.

Secondary keywords broaden the reach of the primary keyword by including related terms. They drive home the nature of your website as a whole.

Usually, Google uses them to determine what should appear on a SERP. However, in this case, you have limited space, so they help you focus your writing effort on the most relevant text.

Shorter Length

Most search engines display around 150 characters in a meta description. On top of the logistical needs of appearing in a search engine snippet (the text under the main title), it is usually safer to aim for a shorter meta description length, if only for brevity.

Meta Description Best Practices

The following are some of the best methods to keep your meta descriptions relevant. Follow them to avoid costly pitfalls.

Auditing Your Descriptions

After creating the website, remember to audit your meta descriptions over time, along with any changes to the rest of your site. This step will ensure that your descriptions continue to follow up-to-date SEO practices and any changes you make to your brand voice.

Track Engagement Data

Use tracking to learn how changes to your meta descriptions impact things like:

• Clickthrough ratios
• Conversion rates
• Bounce likelihood
• Mobile vs. desktop engagement
• Scroll depth

Any of these could change due to alterations you make, so it is crucial to understand what caused that so you can avoid or replicate it as your needs demand.

Spell and Grammar Check

Make sure the meta descriptions’ spelling and grammar are consistent with your website’s professionalism. Leverage tools like Grammarly or Hemmingway to ensure your use of the English language is as correct as possible.

Drive Emotion and Solve a Problem

Use words that trigger emotions in your target audience. You could, for example, use:

• Curiosity
• Benefits
• Urgent
• Exclusive
• Inspire

These words are more likely to capture a user’s interest by creating a mood in the user. Combining this with addressing a user’s pain point in the text can drive home the sense that the website gives a user a real benefit.

Boost the Effectiveness of Your Meta Description

What is a meta description? Well, it’s the butter to the bread of your page title. It offers additional flavor and makes your search engine results more rich, letting people know what they can expect from the experience of visiting.

If crafting them is giving you trouble, or you simply don’t have time to write them, Rose & Cactus can help you out. We offer extensive expertise that can ensure you clearly communicate your site’s intent to every potential visitor. So, contact us today to learn more about what we can do to get you seen online.

Laura Pulling Laura is a content strategist, SEO consultant, and lover of quiz nights. She works with global clients to turn great ideas into well-ranked, high-converting content.