A meta description tag is an HTML aspect that gives a brief abstract of a webpage. It might seem as a snippet under the web page’s URL and title in Google’s search engine outcomes pages (SERPs).
Google routinely generates a snippet of your pages primarily based on the search question, the content material on the web page, and the web page’s meta description. Whichever Google believes most adequately addresses the person’s search intent.
Which suggests:
Your meta descriptions must be distinctive, descriptive, and related to the web page.
Right here’s what a meta description can seem like on a SERP:
To supply a meta description for a web page, add it within the <head> part of every web page’s code. Inside a meta description tag, like so:
<meta title="description" content material="Study how to develop a tone of voice for your model and use our template to get began.">
Most content material administration programs (CMSs) and web optimization plugins mean you can add and edit HTML meta descriptions by typing in a delegated area.
Right here’s an instance from WordPress:
Additional studying:
Meta descriptions are actually vital for web optimization. Although they aren’t a direct rating issue.
They’re used to generate snippets that inform searchers about your web page. And allow you to stand other than rivals on the SERP.
An efficient snippet convinces extra folks to click on in your hyperlink, rising your click-through fee (CTR) and model consciousness.
Each of that are major targets of most web optimization efforts.
Additionally, Google could daring key phrases from the question (or different extremely related textual content) which are present in your meta description. This helps customers to scan outcomes and discover pages that match their wants.
Thus rising CTR.
Like this:
In fact, it’s finest to manage your web site’s snippets as a lot as attainable. So you possibly can shield your branding.
That’s why you have to write efficient meta descriptions.
Additional studying: What Are Wealthy Snippets & The way to Get Them
Ought to You Set Meta Descriptions on Each Web page?
Setting meta descriptions for all of your pages is a good suggestion. However not all the time necessary.
Google doesn’t all the time use your meta descriptions. As a result of it auto-generates snippets primarily based on person queries or info from the web page.
If Google believes your HTML meta description doesn’t fulfill the searcher’s intent, it might generate a unique snippet for you.
For instance, after we looked for “what does web optimization stand for,” Google displayed the meta description written by our crew:
However after we searched “what’s web optimization,” Google changed the web optimization meta description with extra related textual content from the web page:
When Google does show your meta description, it’s a chance so that you can characteristic a compelling and clickable snippet.
By all the time offering a meta description, you could have a greater probability of controlling the narrative.
Nevertheless, setting a meta description for each web page will be time-consuming. In case you’re pressed for time, prioritize key touchdown pages, product pages, and any content material that you simply wish to rank.
In case you actually don’t need Google to show a snippet (auto-generated or in any other case), use the “nosnippet” meta tag. This tells Google to not present any textual content or picture preview for that web page within the SERPs.
Additional studying: Meta Robots Tag & X-Robots-Tag Defined
Use the next finest practices to jot down higher meta descriptions.
1. Hold Meta Descriptions to 105 Characters (or 680 Pixels) in Size
Questioning how lengthy ought to a meta description be?
We advocate a meta description size of 680 pixels or round 105 characters. This offers you area to jot down an efficient abstract. Whereas lowering the chance of truncation within the SERP.
Whereas there isn’t technically a size restrict on an HTML meta description, Google truncates snippets primarily based on the quantity of area obtainable. And truncated meta descriptions can harm your CTR.
Like on this meta description instance:
Typically, Google cuts off meta descriptions at round 960 pixels (roughly 152 characters) on desktop. And 680 pixels (roughly 105 characters) on cellular.
You would possibly see increased estimations on the market—155 characters is a typical meta description size advice.
The precise variety of characters displayed in a snippet relies on numerous components, comparable to:
- The person’s gadget (e.g., there’s extra space on desktop than cellular)
- The width of the characters (e.g., an “m” makes use of extra pixels than an “i”)
- The person’s search question (i.e., phrases take up extra pixels when bolded)
2. Embody Your Goal Key phrase
Every meta description ought to embody the web page’s major key phrase—the primary search question you need the web page to rank for.
This received’t have an effect on your web optimization instantly. However it could possibly encourage customers to click on. Particularly as a result of Google typically bolds phrases that seem in or are synonyms of the question.
Let’s say you wish to rank for “finest path trainers.”
On this meta description, the phrase isn’t talked about particularly. So, searchers may not suppose the web page is related.
This subsequent web optimization meta description stands out extra as a result of bolding. And explicitly addresses the searcher’s wants.
Additional studying: The way to Select Key phrases for web optimization (A 5-Step Information)
3. Give the Person What They Wish to See
Understanding search intent (what the searcher needs to realize) is vital to writing an efficient meta description.
When somebody searches for “purchase iphone,” Apple entices customers to click on by by speaking about trade-ins and low month-to-month funds.
When somebody searches for “examine iphones,” Apple lets customers know they’ll study numerous fashions.
Like so:
Observe how Google rewrites the meta description for this iPhone 14 specs web page. As a result of searchers need particulars—not a imprecise abstract.
Carry out search intent evaluation earlier than writing meta descriptions. So to guarantee searchers you could have what they’re on the lookout for.
Additional studying: What Is Search Intent? A Full Information
4. Embody a Name to Motion
Calls to motion (CTAs) inform searchers what they need to do subsequent. Use them in your HTML meta descriptions to immediate clicks.
For instance:
- Store on-line
- Study extra
- Attempt free of charge
CTAs are crucial sentences—they begin with a verb and encourage readers to take motion. Direct writing could make meta descriptions extra concise, participating, and persuasive.
Contemplate this earlier than and after, for instance:
Earlier than: Baggage, journey equipment, and extra can be found on our web site. Complimentary monogramming will be accessed with any buy.
After: Store on-line for premium baggage & journey equipment. Get FREE monogramming with buy.
Embody CTAs in your meta descriptions to get extra clicks.
Additional studying:
5. Guarantee Each Meta Description Is Distinctive
Write a singular meta description for each web page which may seem in Google (i.e., indexable pages).
That means, you possibly can inform customers precisely what every web page is about. And maximize your CTR.
Generic, duplicate meta descriptions don’t add worth. And so they positively don’t describe what you’ll discover on a particular web page.
Like this:
In case you don’t have time to jot down meta descriptions manually, rent web optimization writers to craft them for you.
Or prioritize writing meta descriptions for a very powerful pages till you could have time to jot down the remaining.
6. Embody Essential Product Data
In case you are writing a meta description for a product web page, you need to present details about the product’s options, advantages, and key stats.
This manner, customers know that they’re clicking on the end result that matches their intent and expectations.
A very good meta description for a product web page ought to point out the next:
- The product title and mannequin quantity
- The product worth and any reductions or affords
- The product options and advantages
- The product availability and delivery choices
By together with these particulars, you may make your meta description extra related and interesting to potential clients.
For instance, here’s a meta description optimized for a product web page:
This meta description offers customers a transparent overview of the product and its specs.
Customers who’re on the lookout for one of these sneakers might be extra more likely to click on on this end result than on a generic one which doesn’t present any product info.
Use these meta description instruments to save lots of time and increase your natural CTR:
Website Audit
Website Audit checks your web site for numerous technical web optimization points. Together with lacking and duplicate meta descriptions.
To begin, enter your area and click on “Begin Audit.”
When the evaluation is full, go to the “Points” tab.
Go to the “Search by examine” area and enter “meta description.”
In case you see the “# pages have duplicate meta descriptions”error, click on the hyperlink to see affected URLs.
Right here:
Use the arrows to see URLs that share a meta description.
Be sure that every of those pages have distinctive meta descriptions.
When you’re completed, return to the “Points” tab.
In case you see the “# pages don’t have meta descriptions”warning, click on the hyperlink to see affected URLs.
In case you can, it’s a good suggestion to jot down meta descriptions for these pages.
On Web page web optimization Checker
On Web page web optimization Checker analyzes your pages to see if Google is rewriting your meta descriptions.
To get began, enter your area and click on “Get concepts.”
Then, comply with the prompts to configure the On Web page web optimization Checker. You’ll have to set a number of goal key phrases for every URL.
When setup is full, scroll right down to the “TOP pages to optimize” desk. Select a web page to discover and click on the “# concepts” button to the precise.
Then scroll to the “Content material” part.
In case your HTML meta description doesn’t match what Google reveals in search outcomes (for a number of goal key phrases), the instrument will advise you to “Present a extra related meta description.”
Like so:
Click on “Present extra” to see the affected key phrase and the “SERP Meta Description” displayed on Google. This may help you perceive the way to write it higher.
In case your HTML meta description does match what Google reveals in search outcomes (for each goal key phrase), you’ll see this affirmation:
Google + Key phrase Overview
In case you want inspiration when writing meta descriptions, search your key phrase in Google. And take a look at your high rivals’ snippets.
Decide what must be included. And what’s wanted to face out.
However keep in mind that Google personalizes search outcomes in response to your location, search historical past, and extra.
Use Semrush’s Key phrase Overview for unbiased outcomes.
Enter your key phrase, select your nation, and click on “Search.”
Then, scroll right down to “SERP Evaluation” and click on “View SERP.”
A brand new tab will open with a snapshot of Google’s SERP. And you’ll see what every of the rating URL’s meta description seems to be like (on the time the info was collected).
PageImprove
PageImprove makes it fast and simple to replace meta descriptions (and different web optimization components) in your web site. There’s no have to log into your CMS or get a developer’s assist every time.
To put in the PageImprove Google Chrome extension, click on the “Attempt It for Free” button on this web page. Then, comply with the prompts that seem.
Set up the code snippet onto your web site. (Utilizing Google Tag Supervisor is the quickest means so as to add it to each web page.)
And voila!
When looking your web site, open the extension on any web page to replace its web optimization meta description.
Whenever you’re performed writing your meta description, hit the inexperienced “Adjustments” button within the high proper nook of your display.
Evaluate your draft and hit “Proceed to publishing” to save lots of your work.
SplitSignal
SplitSignal means that you can A/B take a look at your meta descriptions—i.e., examine totally different choices and see which performs finest. Primarily based on actual click-through knowledge.
In this case examine, a web based music retailer in contrast a CTA-focused meta description (the management) towards a product-focused meta description (the variant).
The experiment confirmed that the product-focused meta description elevated clicks by 2.2%.
SplitSignal additionally means that you can carry out web optimization experiments on title tags, headers, and way more.
You don’t want superior growth or knowledge evaluation expertise.
To the Internet’s SERP Preview Software
To The Internet affords a free meta description checker.
It tells you meta description size in pixels. And offers a useful mock-up of desktop and cellular outcomes.
Like this meta description instance:
Use the instrument to optimize different on-page web optimization components like your title tag, too.
In case you’re seeking to enhance your meta descriptions, join a free Semrush account (no bank card wanted).
By merely signing up, you’ll have the ability to:
- Run a full web site audit
- Discover and repair on-page web optimization points
- Carry out key phrase analysis
- Conduct a competitor evaluation
- Get suggestions for content material optimization
Plus extra.