Assume Much less about search engine optimization & Extra about Clicks

A graphic that says "How to Write Click-Worthy Meta Descriptions Every Single Time."

Need a straightforward approach to get individuals to click on by way of to your web site? Then embody a meta description.

Though they aren’t a ranking factor, meta descriptions are important to your search engine optimization.

I imply, it’s the primary impression searchers get of your web site. A well-written meta description will be all it takes to seize a searcher’s curiosity within the search engine outcomes pages (SERPs).

Nonetheless, it may well’t simply be any outdated content material.

In order for you individuals to take that further step and click on by way of to your web site, it’s bought to be click-worthy, like the instance beneath:

Google result for Ubersuggest.

So, let’s speak about find out how to write meta descriptions that get clicks.

Prepared? Nice! Let’s begin with an evidence.

What Are Meta Descriptions?

Meta descriptions are 160-character snippets summarizing an internet web page’s content material. Search engines like google and yahoo show these snippets in search outcomes to let guests know what a web page is about earlier than they click on on it.

Meta descriptions assist customers resolve whether or not to click on in your web site in a search consequence.

Right here’s a meta description instance from my web site.

What is a meta description.

It will get proper to the purpose and provides searchers a purpose to click on. That’s exactly what you need your meta description to do.

How Search Engines Use Meta Descriptions

The perfect examples of meta descriptions and the way search engines like google and yahoo use them come from search engines like google and yahoo themselves. For starters, let’s take a look at Google’s meta description.

Google results for the term google.

<meta title=description” content material=Search the world’s info, together with webpages, pictures, movies and extra. Google has many particular options that will help you discover precisely what you’re searching for.”>

It’s precisely 159 characters, together with areas.

Though they aren’t a rating issue, meta descriptions and search engine optimization go hand in hand as a result of they assist searchers discover your web site in the various search engines (extra about that later).

Search engines like google and yahoo use meta descriptions as snippets of textual content that assist them perceive what your web page is about, which in flip helps them rank your web site for related queries.

Why Are Meta Descriptions Essential?

Meta descriptions are necessary as a result of the Google algorithm, which helps decide what pages ought to rank nicely for sure key phrases, focuses on meta tags (together with meta descriptions). Which means that having meta information that’s optimized and related to the content material that you’re placing out can have a direct constructive impact in your rankings.

For those who’re utilizing meta descriptions correctly, you’ll be able to add a meta tag that isn’t in your content material. This could possibly be the distinction between rating on web page 4 for “greatest sneakers” or web page 1.

Moreover, meta descriptions assist:

  • Improve click-through charges, boosting conversions and gross sales.
  • Enhance indexing to rank greater on SERPs.
  • Make it simpler for guests to seek out the content material they’re searching for with out scanning web page titles or meta tags.

Meta descriptions may seem on social media when sharing a hyperlink.

Even search engine big Google recommends writing meta descriptions in your web site.

On the person expertise aspect, meta descriptions present searchers what your web site is about and what info they will anticipate finding in the event that they click on.

Need extra causes to make use of meta descriptions? Right here they’re:

Cause 1: Bolded Key phrases in Search Outcomes

Bolded key phrases provide help to get searchers’ consideration. When somebody searches for a specific key phrase or phrase, they’ll see it as a daring consequence within the SERPs. Due to this fact, when you’re concentrating on that key phrase, you need it to face out. In these outcomes for advertising and marketing finances spending traits for 2023, which ends up leap out to you?

Google results for marketing budget spending trends for 2023.

It goes to indicate why your prime key phrase phrase needs to be in your search engine optimization title and meta description! You wouldn’t wish to be the one consequence on this checklist with no bolded key phrases for that search.

Cause 2: High Social Networks Use It

Everytime you share a web page on social networks like Fb or LinkedIn, for instance, every web site pulls both the meta description or the primary sentence or two of the submit as the outline to indicate within the share.

The meta description is often proven in its entirety, whereas the primary sentence or two of your submit finally ends up minimize off with an ellipsis […]. When you can edit the outline for Fb and LinkedIn, not everybody sharing your web page will achieve this.

Due to this fact, if you need your web page’s shares to get probably the most clicks on social media, take into account creating a powerful meta description that can encourage clicks, identical to you’d for search outcomes.

Cause 3: Social Bookmarking Networks Use It

Many social bookmarking networks can even use the meta description as a web page’s description on their community.

Social bookmarking networks use meta descriptions.

A couple of examples of networks that embody meta descriptions are BizSugar and Pocket. Nearly any social bookmarking or voting community constructed on the Pligg CMS system additionally makes use of the meta description first.

When you can edit the descriptions on these networks, you’ll be able to’t depend on whether or not others who submit your pages will. Plus, when you don’t should edit the descriptions, then you definately save somewhat work for your self if you’re submitting your personal pages.

Tips on how to Embrace Meta Descriptions on Your Pages

For those who use WordPress on a self-hosted area, you’re in luck. You may simply add meta descriptions to your content material utilizing easy (and free) plugins corresponding to All in One SEO Pack. Simply set up it, and look on each web page/submit for the search engine optimization Particulars field that asks you for a customized search engine optimization title, meta descriptions, and different info.

Then, you’ll be able to add your homepage’s search engine optimization particulars to the plugin’s predominant settings part. Different themes and platforms might have search engine optimization choices inbuilt. If not, search your web site’s platform, search engine optimization plugin, add-on, or extension.

Properties of a Sturdy Meta Description

Now what meta descriptions are and why they matter, you’ll wish to craft one of the best meta description potential.

The ideas beneath and the examples provide help to just do that.

  • First, make sure you write a meta description to keep away from Google creating one for you.
  • Hold it temporary. Meta descriptions needs to be round 155 to 160 characters lengthy, though 100 characters is a wonderful center floor to make sure that your meta description can be cell pleasant
  • Make it straightforward to learn.
  • Embrace a name to motion (CTA) to indicate readers what they get once they click on your search consequence.
  • Use energetic language and embody related key phrases to indicate customers what they will anticipate out of your web page.
  • Analysis related key phrases to your internet web page and embody them within the meta description organically.
  • Don’t key phrase stuff. This apply doesn’t belong in your content material, and Google treats it like spam.
  • Keep away from imprecise or generic language like “Welcome to our web site” that doesn’t inform customers something helpful. As a substitute, make it descriptive and related.

Listed here are two examples of meta descriptions to indicate what you’re aiming for:

Google results for Lonely Planet.
Google results for Lonely Planet.

See? They’re quick, candy, and descriptive, like a meta description needs to be.

Suggestions for Writing Nice Meta Descriptions

Meta descriptions are a good way to have interaction customers on the SERPs and enhance natural visitors.

You need to use meta descriptions in a number of methods, together with:

  • Serving to readers perceive what the web page gives.
  • Giving customers an incentive to click on by way of and have interaction along with your web site.
  • Promoting a product, providing an electronic mail sign-up, or directing readers to your social media pages.
  • On the lookout for workers.

How do you write a meta description that drives clicks and improves your rating, although? I’ve bought you! Listed here are 9 suggestions that will help you create extra compelling meta descriptions.

1. Embrace a CTA in Your Meta Descriptions

A CTA in your meta descriptions is a good way to compel individuals to click on in your web site. For instance, you should utilize phrases like “Study Extra,” “Click on Right here,” or “Store Now” to encourage searchers to click on by way of.

For example, this instance from recreation designer Bungie asks customers to use for distant work positions from their Twitter accounts.

Google results for Bungie.

Have you learnt what else makes a searcher wish to know extra? Providing worth. Let’s talk about that subsequent.

2. Concentrate on Worth in Your Meta Description

You may’t simply anticipate individuals to click on. It’s worthwhile to give them a purpose. Describing the worth they will achieve by visiting your web site motivates searchers to make that click on.

Right here’s find out how to do it!

First, be clear about what you’re providing so searchers can resolve if it’s value their whereas visiting your web site.

For instance, in case your supply is informative, you might use phrases corresponding to:

Alternatively, when you supply a services or products, you might use phrases like:

  • Finest
  • Deal/offers
  • New
  • Standard
  • Packages

Have a look at how the journey firms use meta descriptions:

Google results for travel deals.

See how they make their meta descriptions stand out with phrases like “deal” and “greatest”? If I have been searching for a trip package deal or deal, these meta descriptions would seize my curiosity.

3. A/B Take a look at Your Meta Descriptions

A meta description is a superb place to experiment with completely different key phrases, phrases, or CTAs.

This helps you identify what drives extra engagement with out doing something everlasting or drastic in your web site’s design itself.

You may A/B take a look at your meta descriptions by making two for every web page.

For instance, one meta description might use one variation of a key phrase or CTA. The second meta description could possibly be your present meta or give attention to a unique supply or time period.

Run every meta for a number of weeks, then test your Google Analytics to see which model earns extra clicks. Then, use that info when crafting new meta descriptions.

Don’t simply take a look at clicks, although. Monitor metrics like:

  • Bounce fee
  • Time on web page
  • Conversions

These let you know whether or not your meta descriptions are making an impression.

4. Experiment With Character Size

Utilizing too many characters in your descriptions will end in your meta being truncated within the search outcomes, which suggests customers gained’t see any content material after the cut-off.

Right here’s an instance of a truncated meta. Discover the ellipses:

Example of a truncated meta description.

Sure, I do know meta descriptions solely offer you 155 to 160 characters. Nonetheless, that doesn’t imply you’ll be able to’t experiment. Knowledgeable tip – take note of your pixel widths. Exceeding 960 pixels for desktop and 680 for cell will result in truncated outcomes.

Although it’s not a good suggestion to exceed the restrict, you’ll be able to take a look at your meta description to see what works greatest for every web page. For instance, in-depth guides might get extra clicks with the truncated outcomes as a result of customers wish to be taught extra.

You could discover shorter meta descriptions work greatest on your house web page, whereas blogs carry out higher with a better phrase depend. Or, it’s possible you’ll uncover meta descriptions with a better phrase depend work greatest to your beneficial merchandise web page.

Nonetheless, attempt to keep throughout the beneficial character size, as it may well negatively affect your rankings.

5. Make Your Meta Descriptions Distinctive and Attention-grabbing

Meta descriptions present an summary of the web page content material, so that they’ve bought to face out and seize your preferrred customer’s consideration.

Whether or not your meta tags are in your homepage, gross sales pages, or e-commerce listings, you need your meta descriptions to encourage motion.

How do you obtain this?

You may strive the next:

  • Use completely different approaches to seize person consideration, corresponding to utilizing a clickbait title or asking a query customers need solutions to.
  • Add eye-catching phrases or phrases that seize a person’s consideration, corresponding to “surprising,” “hilarious,” or “life-changing.”
  • Embrace related key phrases that precisely replicate the content material of your web page.
  • Spotlight your services or products’ distinctive qualities utilizing descriptive language and powerful adjectives in your meta description.
  • Embrace related key phrases that precisely replicate the content material of your web page.

One other approach to create standout meta descriptions is by addressing the reader instantly. Use energetic language and ask questions that pique their curiosity.

Lastly, one other strategy you might take is utilizing controversy or playful meta descriptions. I’m not saying you must make claims that aren’t true or got down to offend individuals. Right here’s how Us Weekly does it:

SEO report for a web page.

As you’ll be able to see within the instance above, they use controversy within the headline to encourage the reader to go to the positioning. For those who have been into celeb gossip, the headline alone is engaging sufficient to earn your click on, proper?

No matter area of interest you’re in, you might take this strategy. Simply watch out to not overpromise and under-deliver.

6. Embrace Key phrases in Your Meta Descriptions

Every meta description ought to include one or two key phrases per phrase, and they need to be related to the web page.

It’s necessary to incorporate key phrases in meta descriptions for 2 causes:

1. It helps search engines like google and yahoo perceive the web page and higher rank your content material.

2. It reassures customers that the web page covers the subject they’re focused on.

Use a device like Ubersuggest to seek out one of the best key phrases to your web site. Then, add them to your meta descriptions to enhance your rating.

Observe: Every web page ought to use completely different key phrases within the meta descriptions to make sure your web page reveals up in all related searches.

Do not forget that Google does not use keyword meta tags instantly in its rankings. Nonetheless, that doesn’t imply they aren’t useful for customers.

7. Implement Structured Information

Structured information metatags are HTML tags you’ll be able to add to your web site to supply further context for search engines like google and yahoo and social media platforms.

​​Structured information might help you construct a extra highly effective meta description that can provide help to rank greater in search outcomes. They will additionally provide help to snag Google snippets.

The commonest kinds of structured information meta tags entrepreneurs use are:

  • Enterprise title
  • Tackle
  • Telephone quantity
  • Electronic mail tackle
  • Product description with worth factors (if relevant)
  • Picture URL
  • Twitter deal with

There are many methods you can begin implementing structured information.

One of the crucial common methods you’ll have seen is when web sites implement evaluations of their meta description:

Google results for a personal injury lawyer.

Optimistic evaluations present searchers that they will belief you and that you just supply a top quality service or product.

Since social proof is such a robust approach to promote and develop your model, it is a pretty straightforward hack that helps you capitalize on person conduct.

8. Do Not Duplicate Meta Descriptions

Distinctive meta descriptions improve the likelihood that search engines like google and yahoo and different browsers can perceive the content material on a web page and the way it compares to different pages.

Duplicate meta descriptions can negatively affect your website, making it tough for meta description crawlers to crawl your web site.

Duplicates make it simply as tough for web customers, too.

For instance, if searchers see duplicate meta descriptions on each web page of your web site, they gained’t know what sort of content material is on every web page.

That is particularly necessary for e-commerce websites, which can have a number of pages with related content material. Even when the merchandise are alike, the meta needs to be distinctive.

Lastly, when you’re not sure if duplicate meta descriptions are an issue in your web site, take these steps:

Step #1: Go to Ubersuggest, enter your area, and click on search.


Step #2: Click on Website Audit within the left sidebar, enter your area once more, and Ubersuggest provides you with an summary of your web site.

Ubersuggest's website.

Step #3: Evaluation search engine optimization Points Found and search engine optimization Checks Handed to see when you have duplicate meta descriptions.

Ubersuggest SEO overview.

For those who discover any, click on on the road. For the instance above, I’d click on on the phrases “What is that this and the way do I repair it?”

You’ll then get a popup with recommendation about find out how to resolve any points.

There you’re, your meta description duplication points solved! Now, let’s take a look at utilizing meta descriptions to encourage motion.

9. Convert Your Meta Descriptions Into Calls to Motion

You need to use meta descriptions as a robust name to motion. Listed here are some suggestions you should utilize when writing your meta descriptions to encourage internet searchers to take motion:

  • The ability is within the language, so maintain it clear and concise. The way you phrase your descriptions could make or break your search engine consequence. Add phrases that describe worth and provides searchers a purpose to click on. Additionally, keep away from imprecise statements that don’t supply any actual worth or incentive for the reader to click on by way of.
  • Write calls to motion! Strive including language like “Click on right here,” “Study extra by clicking right here,” “Store now for one of the best offers on our merchandise,” or “Study extra about our companies.”
  • Take a look at them! When you’ve got sure touchdown pages that obtain an honest quantity of natural visitors, take into account testing completely different variations of meta descriptions to see if you may get a raise in click-throughs. For instance, strive completely different description lengths, phrasing, and positioning of your key phrases.
  • Establish your services or products’s distinctive options, then embody this in your meta descriptions.
  • Create a way of urgency, like: “Don’t miss out on our limited-time supply” or “Be a part of hundreds of glad prospects at this time!”


How do I write a meta description for search engine optimization?

To put in writing an efficient meta description, take into account together with related key phrases and phrases that precisely describe the content material in your internet web page.
Moreover, guarantee:
Your meta description is exclusive and compelling.
You employ energetic language.
That you simply spotlight the advantages or options guests can discover in your web page. 
You embody a call-to-action.

Do meta descriptions have an effect on search engine optimization?

Whereas Google doesn’t depend meta descriptions as a ranking factor, meta descriptions nonetheless play a significant function in your search engine optimization. 
Why? The temporary abstract you present in a meta description offers customers an thought of what to anticipate. This entices viewers to have interaction as they will see that your content material meets their wants.
Optimized meta descriptions may enhance click-through rates.

How lengthy ought to a meta description be for search engine optimization?

The usual size for meta descriptions is 155 characters, however as much as 160 is suitable.  Don’t overlook to test the pixel widths of your meta descriptions to keep away from truncated outcomes. For cell goal for 680 pixels, and for desktop 960 pixels.


Meta descriptions are an necessary a part of your onsite search engine optimization. They need to be compelling, descriptive, and distinctive to every web page.

Meta descriptions could also be quick, however they might help you rank greater in search engine outcomes pages by serving to search engines like google and yahoo and customers higher perceive what your web page is about.

Keep in mind to incorporate meta descriptions on each web page of your web site, together with weblog posts and product pages.

What suggestions do you’ve for creating nice meta descriptions?

Concerning the Authors: Kristi Hines is a freelance writer, skilled blogger, and social media fanatic. Her weblog Kikolani focuses on weblog advertising and marketing for private, skilled, and enterprise bloggers.

Sean Work is the previous Advertising and marketing Director at KISSmetrics.

Consulting with Neil Patel

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