How to Write Effective Meta Descriptions

By | 18 October 2023
2 Minute Read

Meta descriptions are brief summaries of a webpage that appear in search engine results pages (SERPs). They are a crucial component of on-page optimisation and can have a significant impact on click-through rates (CTR) and ultimately, traffic. Here are some tips on how to write effective meta descriptions:

  1. Keep it concise: Meta descriptions should be between 150-160 characters in length, including spaces. This is the maximum amount of characters that will be displayed on search engine results pages. Make every character count by keeping the description clear and concise.
  2. Include target keywords: Use the main keyword(s) that the page is targeting in the meta description. This helps search engines understand the content of the page and can improve its ranking for relevant queries.
  3. Use a unique description for each page: Avoid using duplicate meta descriptions for different pages on your site. Instead, write unique descriptions that accurately reflect the content on the page and encourage users to click through.
  4. Highlight the page’s value proposition: Your meta description should give users a reason to click through to your site. Highlight the page’s unique value proposition and benefits to the user to encourage clicks.
  5. Use active voice and action-oriented language: Use active voice and action-oriented language to make the meta description more engaging and encourage users to take action. For example, use phrases like “learn more,” “discover,” or “get started” to encourage clicks.
  6. Avoid clickbait: While it’s important to write engaging meta descriptions, avoid using clickbait tactics that mislead users or over-promise. This can harm your credibility and result in higher bounce rates.
  7. Test and refine: Monitor your meta description’s performance in search engine results pages and adjust as needed. Analyse metrics like CTR and time on page to determine what’s working and what’s not, and make changes accordingly.

In conclusion, writing effective meta descriptions is essential for optimising your website’s search engine visibility and encouraging clicks. Keep them concise, include target keywords, use unique descriptions for each page, highlight the page’s value proposition, use active voice and action-oriented language, avoid clickbait, and test and refine regularly. With these tips, you can create compelling meta descriptions that improve your website’s performance in search engine results pages.