How To Write Meta Description

A great meta description should compel users to click on your page in the search results to learn more. 

It should also contain keywords to boost your SEO.

Why Are Meta Descriptions Important?

Meta descriptions are important because meta tags (including meta descriptions) are used by the Google algorithm, which helps determine what pages should rank well for certain keywords. 

If you’re using meta descriptions properly, you have an opportunity to add a meta tag that isn’t in your content. This could be the difference between ranking on page four for “best shoes,” or on page one.

Meta descriptions help:

• Increase click-through rates, which in turn will boost your conversions and sales.
• Improve indexing so you rank higher on search engine results pages (SERPs).
• Make it easier for visitors to find the content they’re looking for without scanning page titles or meta tags. 

Pages with meta descriptions see an average of 5.8 percent more clicks than pages without.

How to write a good meta description

Based on the research we did on this topic, as well as our own experience, we came up with this list of elements you need to write a good meta description: 

1. Keep it up to 155 characters 

The right length doesn’t really exist; it depends on the message you want to convey. You should take enough space to get the message across, but keep it short and snappy at the same time. However, if you check the search results in Google, you’ll mostly see snippets of 120 to 156 characters, like in the example below. 

Unfortunately, we can’t fully control what Google displays in the search results. Sometimes it decides to show the meta description, and sometimes it just grabs some sentences of your copy. Either way, your best bet is to keep it short. That way, if Google does decide to show the meta description you’ve written, it won’t be cut short. 

2. A/B Test Your Meta Descriptions

A meta description is a great place to experiment with different keywords, phrases, or CTAs.

This will help you determine what drives more engagement without doing anything permanent or drastic in your site’s design itself.

You can A/B test your meta descriptions by making two meta descriptions for each page.

One meta description could use one variation of a keyword, phrase, or CTA. The second meta description could be your current meta or focus on a different offer or term. 

Run each meta for a few weeks, then check your Google Analytics to see which version earns more clicks. Then, use that information when crafting new meta descriptions.

(If clicks are close, consider looking at other metrics, such as bounce rate, time on page, or conversions. Traffic isn’t the only thing meta descriptions can impact!) 

3. Include a call-to-action

“Hello, we have such and such new product, and you want it. Find out more!” This overlaps with what we said about the active voice, but we wanted to emphasize it once again. The meta description is your sales text. Except, in this case, the “product” you are trying to sell is the page that is linked. Invitations like Learn more, Get it now, Try for free come in handy and we use them too.

4. Use your focus keyword

If the search keyword matches a part of the text in the meta description, Google will be more inclined to use it and highlight it in the search results. This will make the link to your site even more inviting. Google sometimes even highlights synonyms. In the example below, both the Academy Awards and Oscars are highlighted. Getting your results emphasized like that makes them stand out even more.

5. Show specifications, where possible 

If you have a product in your Shopify or WooCommerce store aimed at the tech-savvy, it can be a good idea to focus on the technical specs. For example, you can include the manufacturer, SKU, price, things like that. If the visitor is specifically looking for that product, chances are you won’t have to convince them. As in the example below. The watch can help us stay fit? Sign us up, that’s all we needed to know. Note that to optimize your result in this manner, you should work on getting rich snippets.

6. Make sure it matches the content of the page

This is an important one. Google will find out if you use the meta descriptions to trick visitors into clicking on your result. They might even penalize you if you do it. But besides that, misleading descriptions will probably also increase your bounce rate. Which will also lower people’s trust in your company. It’s a bad idea for that reason alone. That is why you want the meta description to match the content on the page.

7. Make it unique 

If your meta description is the same as those for other pages, the user experience in Google will be hampered. Although your page titles might vary, all pages will appear to be the same because all the descriptions are the same. Instead of creating duplicate meta descriptions, you’d be better off leaving it blank. Google will pick a snippet from the page containing the keyword used in the query. That being said, writing a unique meta description for every page you want to rank with is always the best practice.