A short HTML tag that summarizes a page’s content, displayed in SERPs under the title.
Why a Meta Description Matters
A meta description is a powerful tool for a website’s click-through rate (CTR). It matters because it is a direct path to a new customer. A well-written meta description that is relevant to a user’s search query and that entices a user to click can significantly boost your CTR. A higher CTR can send a positive signal to search engines that your page is a great result for that query, which can indirectly lead to a rankings boost. It’s the key to making your listing stand out from the competition.
Across Different CMS Platforms
The management of a meta description is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their meta descriptions by using a good SEO plugin like Yoast SEO or Rank Math. These plugins provide a dedicated field for you to write your meta description, and they also provide a character counter to ensure it is within the optimal length.
Shopify
On Shopify, a meta description is essential for your product descriptions and blog posts. You can use the platform’s built-in SEO features to write a meta description that is relevant to a user’s search query and that entices a user to click.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for a meta description. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated meta description strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
A custom CMS gives you the most control while also assuming the most responsibility. You can create a system that automatically tracks and analyzes the performance of your descriptions, providing data-driven insights to your content creators.
Across Different Industries
The way you use a meta description will depend on your industry and your goals.
E-commerce
E-commerce sites can use it to entice a user to click on a product. It is relevant to a user’s search query and that entices a user to click can significantly boost your CTR.
Local Businesses
Local businesses can use a meta description to attract local customers. A plumber in Dubai, for example, can use a meta description that mentions “emergency plumbing services in Dubai.”
SaaS Companies
A meta description can help SaaS companies attract a diverse customer base. It is relevant to a user’s search query and entices them to click can significantly increase your click-through rate.
Blogs
Creating engaging content is an excellent opportunity to leverage a concise summary that resonates with a user’s search intent. A well-crafted summary that captures attention and encourages clicks can greatly enhance your click-through rate (CTR).
Do’s and Don’ts
Do’s
- Do use a clear, compelling summary. It should tell a user what your page is about and why they should care.
- Do use a keyword. A keyword in your description can help a user see that your page is relevant to their search.
- Do use a call to action (CTA). A CTA, such as “learn more,” or “shop now,” can entice a user to click.
Don’ts
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t use it too long. It can be truncated in search results.
- Don’t use a generic. It that is a copy of your title tag is a missed opportunity.
Common Mistakes to Avoid
- Failing to write a description: This is a common and often devastating mistake. A description is a direct path to a new customer.
- Using a description that is too long: A long description can be truncated in search results.
- Using a description that is not relevant to your content: This can confuse a user and harm your click-through rate.
FAQs
Is a meta description a ranking factor?
No, it is not a direct ranking factor. However, it can significantly boost your click-through rate, which can indirectly lead to a rankings boost.
What is the difference between a meta description and a title tag?
It is a summary of a page’s content. A title tag is a title of a page. Both are important for SEO, but they serve different purposes.
What is a good length for a meta description?
A good length for it is typically between 150 and 160 characters. Anything above that can be truncated in search results.
Can a search engine use a different meta description than the one I wrote?
Yes. Google can use a different meta description if it believes a different snippet from your page is more relevant to a user’s query.
How do I write a good meta description?
A good description is a short, compelling, and keyword-rich summary that entices a user to click. It should have a clear call-to-action (CTA) and should be relevant to a user’s search query.
