What is a Meta Description?
Meta description tags, while not helping your search engine rankings, are extremely important in gaining user click-through from SERPs. Meta descriptions are short paragraphs that let the searcher know exactly what information the page contains.
The meta description should use the keywords intelligently, but also create a compelling description that will help the searcher make a decision on your page. Make sure that the relevance to the page is accurate or you will effect your bounce rate. The meta description should be between 150-160 characters. Example of code below:
<meta name=”description” content=”Joint Effort Marketing is a full service Cincinnati SEO firm providing SEO, PPC, and social marketing services. “>
SEO Best Practices
Write Relevant Ad Copy
The meta description tag acts as the billboard on the search engine highway to draw attention to your exit. It draws readers to the relevancy of a website from the SERP and is essential in capturing traffic. Making a readable, compelling description using important keywords that are relevant to the page can improve the click-through rate for a given webpage. To maximize click-through rates on search engine result pages, it’s important to note that Google and other search engines bold keywords in the description when they match search queries.
Meta descriptions can be any length, but search engines generally shorten snippets longer than 160 characters. It is best to keep meta descriptions between 150 and 160 characters so they see your content and not the search engines.
Avoid Duplicate Meta Description Tags
As with title tags, it is important that meta descriptions on each page be unique. If you write a unique description for each page using appropriate keywords, the search engines won’t produce duplicate descriptions.
Not a Google Ranking Factor
Google made us aware in September of 2009 that neither meta descriptions nor meta keywords factor into Google’s ranking algorithms for web search. All meta keywords do is let your competition know what words you are going after.
Meta descriptions are important because they return results when searchers use advanced search operators to match meta tag content, as well as to pull preview snippets on search result pages, but it’s important to note that meta descriptions do not to influence Google’s ranking algorithms for normal web search. The advantage of meta descriptions is strictly for higher click through rates.
Helps Social Marketing
Choosing to use a meta description is also a good thing for social marketing. Considering that social sharing sites like Facebook commonly use a page’s description tag when the page is shared on their sites. Without the meta description tag, social sharing sites may just use the first text they can find. Depending on the first text on your page, this might not create a good user experience for users encountering your content via social sharing.
If we can help you with any of your SEO marketing strategies, please contact Joint Effort Marketing at 513-474-1158