April 7, 2025
Did you know a typical meta description is no longer than 25 words? That’s about as short as this intro.
Meta descriptions might be small in size, but they have a MASSIVE impact on website traffic and search engine rankings. Acting as a brief summary of your webpage, they inform searchers about what to expect and play another key role:
They convince searchers to click on your site.
A well-crafted meta description means the difference between ranking well and getting lost in the depths of SERPs. The more enticing your snippet, the more clicks you get—and the more clicks you get, the better your chances of climbing the ranks.
So, how do you craft a meta description that drives action?
This checklist will guide you through every step, from choosing the right keywords and avoiding common mistakes to testing and refining your descriptions for maximum impact.
By the time you finish reading, you’ll know how to turn a simple line of text into a powerful SEO asset.
Let’s dive in.
Simply explained, a meta description is like a sneak peek of your web page—a short, engaging summary that appears under your title in search results. It tells searchers what to expect before they even click, which makes it a powerful tool for grabbing attention and driving traffic.
Think of it as your site’s first impression. A well-written meta description can be the difference between someone clicking on your page or scrolling past it.
Crafting an effective meta description is not as easy as it seems. But that’s why you are here. By the time you cross the last item on this list, you will know how to strike the right balance between clarity, relevance, and persuasion.
Here’s what you’ll learn to do:
Once you learn to incorporate all this, you will go from this:
“We sell high-quality handmade candles in all scents and colors. Buy now.”
To this:
“Fill your home with the cozy glow of handmade candles. Choose from soothing lavender, warm vanilla, and more—shop now!”
See the difference? One is flat and generic. The other paints a picture and makes you want to spend your hard-earned money on… surprisingly, candles.
Meta descriptions serve two main purposes:
I know. It feels like too much time and effort for a couple of short sentences. But meta descriptions are so much more than that.
Think about it this way. For most people, this will be their first contact with your brand. Don’t you want to make it count?
Well-optimized meta descriptions generate more clicks and traffic, which in turn means more chances for conversion. If you ask me, that’s a pretty good reason to spend a few hours crafting compelling, informative, and click-worthy descriptions.
So, let’s start.
Suppose you live in Toronto and get around by bike. Now, let’s say your bike broke down, and you want to repair it professionally. What do you do?
You Google “bike repair Toronto,” right?
Thinking about how your customers typically solve their problems can help you develop good SEO instincts, so let’s role-play some more. This time, imagine you are running a bike shop in Toronto. How do you help customers find you?
One word: KEYWORDS.
Google ranks sites based on over 200 factors. Some of them are quite mysterious. Others are controversial. But there’s one thing SEOs know for sure:
The right keyword is worth a thousand clicks and conversions.
Do you want to know what happens when you search for “bike repair Toronto” on Google? Let’s see:
All top-ranking sites for this particular search query have meta descriptions, which is to be expected. I highlighted all relevant keywords for you:
At least three are long-tail keywords, and two are localized, but all of them represent a variant of what we’ve originally searched for: “bike repair Toronto,” while also matching the main keywords on the pages they lead to.
By definition, an effective meta description must include a primary keyword, which is the main keyword that best represents the page’s content.
Depending on your market, your primary keyword might be the same as the search query, but that’s rare.
It’s a much better practice to put yourself in the customer’s shoes (or on their bike, in this particular case) and try to predict what they would search for when faced with a problem you’re aiming to solve. And then, feed that query to a keyword analysis tool such as Ubersuggest to find easier-to-rank-for variants.
Why do you think there are so many long-tail keywords on the first search results page for “bike repair Toronto?” Because they are typically easier to rank for.
There’s a simple explanation for this: people tend to use as few words as possible in their search queries because they don’t want to waste a lot of time. Consequently, most short-tail keywords are already taken and have high SEO difficulty.
Anyway, this is how you find a primary keyword for your meta description.
Now, we need to make searchers like it. Here’s how:
Don’t forget! Long or short, localized or universal, a primary keyword must match the search query and user intent.
I don’t live in Toronto, and I don’t ride my bike as often as I want to, but last week, I found myself googling this odd phrase: “helium balloons near me.”
Here’s what came up:
“Helium balloons are the best. Our helium balloon store sells helium balloons, so you can buy helium balloons for any helium balloon event.”
I kept scrolling until I found this:
“Make any celebration special with our vibrant helium balloons. Choose from a variety of colors and designs, perfect for birthdays, weddings, and more!”
It was my friend’s birthday, so that was just what I needed. I definitely prefer my balloons to be vibrant, and I like to pick different colors and designs. This site knew exactly what I was looking for—as if they actually thought about it.
Why did I decide to skip the first website? Two reasons:
You don’t have to know that keyword stuffing is bad to be alienated by it. That’s because meta descriptions with too many repetitive keywords have no real meaning. They don’t answer the search query or convey any clear information.
Which brings us to our second checklist item:
When writing meta descriptions, you want to include as much information as possible, and that’s OK. After all, this is the first contact between a potential customer and your brand. It’s natural that you want to impress them.
Speaking of natural, how does this meta description sound to you?
“iPhone 15 with A16 chip, 48MP camera, USB-C, and Dynamic Island—buy now for the best deals, fast shipping, and amazing battery life!”
It’s not missing any important information, that’s for sure.
But let’s compare it with this one:
“Experience the power of the iPhone 15 with its advanced camera, stunning display, and lightning-fast performance. Shop now and upgrade today!”
They pretty much say the same thing, but the second one sounds more compelling. It’s interesting because the first meta description offers more details.
What can we learn from this?
This requires a good control of language, which doesn’t come naturally to everyone. The good news is that it can be improved with practice.
Add this to your practice list:
Meta descriptions should be short and punctual.
This only proves my point about language control—rather than a product description, a good meta description is a compelling hook. Its role is not necessarily to inform your customers that your site has an iPhone model they want to buy but to make that model sound irresistible.
Just like a sales pitch. Or an elevator pitch.
The shorter the format, the more precise and impactful the message needs to be.
Just as a traditional sales pitch forces you to highlight the product’s key value because you don’t have the time to describe it in detail, a meta description requires you to break down the key selling points into a brief and persuasive snippet.
The goal is not just to describe—it is to entice, engage, and drive action.
So here’s what you need to do:
I will show you a few tricks to make it work:
First, a disclaimer:
There isn’t an official character limit for meta descriptions. Google doesn’t specify how long they should be in terms of crawling, ranking, or SEO. Everything we talked about so far is based on good practices, not a specific rulebook.
It’s better to keep your meta description concise because you have a limited time to convince searchers to click on your site before they keep scrolling.
But there’s another reason.
Although Google doesn’t explicitly say that meta descriptions should be so and so long, it truncates them when they go over 680 pixels. That’s how much SERP space Google is willing to allocate for a single meta description.
Here’s how that looks:
If your meta description needs more than 920 pixels, Google will simply cut it off with an ellipsis.
Why is this bad?
There are cases where truncation isn’t a big deal. In the example above, Cosmopolitan’s meta description answers my question (“where to watch the Oscars 2025?”) long before it abruptly cuts off, so I don’t mind that it isn’t complete.
But look at this:
This is what came up in one snippet when I searched “optimal meta description length.” What a cliffhanger, right? Not only is there no precise number, but the description gets truncated just before the key revelation.
So, what is the optimal meta description length?
According to computers that do my math, Google’s pixel width translates to 158 characters on desktop screens and 120 characters on mobile.
This gives you approximately three short or two mid-light sentences. In my experience, this is more than enough space to make your point.
Pro tip: SERP preview tools like SERP Simulator count your characters as you type to see how much space you have left in real time. They also brilliantly show you how your snippet will look once it’s live.
We’re building our meta descriptions around primary keywords because keywords are one of the few ranking factors confirmed by Google officials. Google also recommends the optimal length of meta descriptions.
The point is, you’re better off listening to Google.
So let’s hear what else Google has to say about this:
You already know that meta descriptions must be informative, interesting, and short. So, what’s new? Take a look at the part where it says:
“RELEVANT summary of what a particular page is about”
That seems important, right?
It is VERY important, and here’s why.
Google doesn’t actually take meta descriptions as a ranking factor, but that doesn’t make Google’s recommendations any less valuable. In fact, they play a key part in making Google more user-friendly for searchers.
Do you realize what this means? This implies that you and Google have the same goal: to help Google’s users and your customers find what they are looking for as quickly as possible, whether or not they actually know what that is.
Enter content relevance.
Relevant content is the fuel that powers Google’s search engine and the driving force behind business growth in the digital world.
But what makes content more or less relevant?
We say that content is relevant when it matches user intent and provides an answer to a question, a solution to a problem, or information a searcher is looking for.
Content that matches what people are searching for is content that gets clicks.
How do you apply this to meta descriptions?
Here’s how:
The entire point of a meta description is to give searchers a sneak peek of what they will find on the page.
Here’s how to make sure you’re doing it right:
By giving an honest, clear preview, you set expectations and avoid frustrating potential customers. Whether or not it leads to conversions depends on other factors, like the quality of your content and your business offer.
It’s still worth the effort because it definitely helps with:
Even if they don’t buy what you’re selling right away, your visitors will appreciate that you didn’t waste their time and start to see you as a trustworthy source.
And the next time your site pops up in SERPs, they will click on it.
Do the opposite, and you will lose them for good.
Here’s what will happen if you write misleading meta descriptions:
You might generate a lot of clicks in a short time, but that won’t make your visitors stick around—and it definitely won’t turn them into customers.
Earlier, we talked about balancing between information and persuasion when writing meta descriptions. Now, let’s look at a similar dynamic:
Relevance vs. appeal
Relevant content will put your meta descriptions on the map, but you won’t get many clicks if you don’t make it sound appealing.
Would you be excited to click on this?
“Learn about things to do in Paris. Read our blog post for more information.”
Or does this sound more enticing?
“Discover 10 must-visit spots in Paris, from hidden cafes to iconic landmarks. Get insider tips for a trip of a lifetime!”
I don’t know about you, but I would rather go “on a trip of a lifetime” than “read a blog for more information.”
So, what makes the second example stand out?
To answer that, we need to take a look at the kind of language content writers use to engage and convince readers. Effective content grabs attention and resonates on an emotional level. It sparks curiosity, creates urgency, and—most importantly—creatively highlights the value for the reader.
How can you achieve that? I’ve created a table of content writing tricks I’ve picked up through the years and still use in my blog posts. Take a look:
| Do this… | Using these words…. | To achieve this…. |
|---|---|---|
| Intice action | Get, try, discover, explore, learn, find, unlock, start, join, shop | Discover easy ways to boost your website traffic today! |
| Highlight value | Save, enjoy, benefit, gain, improve, update, maximize, enhance, increase | Save 30% on premium web hosting—boost your site’s speed and security today! |
| Pique interest | Reveal, uncover, expose, witness, experience, see, understand | Uncover the secrets of SEO success—5 expert tips inside! |
| Appeal to emotions | Breathtaking, game-changing, eye-opening, unbelievable, must-see, mind-blowing, fascinating, exclusive | Uncover hidden travel gems that will take your breath away! |
| Make it feel urgent | Hurry, don’t miss, act now, limited time, last chance, secure, claim, grab, rush, instantly | Limited-time deals on refurbished iPhones—shop now before they’re gone! |
| Put them at ease | Effortless, stress-free, simple, hassle-free, smooth, seamless, easy-to-use, convenient | Discover a stress-free way to plan your dream vacation. |
| Trigger their desire | Exclusive, premium, lavish, indulgent, high-end, elite, VIP, ultimate, unparalleled | Indulge in the ultimate spa experience—luxury redefined. |
Adding a clear call to action (CTA) to your meta description will help you guide readers toward the next step. I’ve seen many snippets that didn’t include a CTA, but they caught my attention anyway. But did they make me sign up or subscribe? No.
A CTA’s job is to convert a reader’s interest into action.
Compare these two examples to see what I mean:
“Latest cloud storage deals and discounts available now.”
It’s not a very exciting invite, mainly because it doesn’t include any action words.
How about this one? Does this sound more inviting?
“Subscribe to our latest cloud storage deal today—limited-time discount!”
This one uses words that drive urgency (“latest”, “today”, and “limited-time”), but its main star is a good old “Subscribe”.
CTAs use action verbs and imperatives to actively encourage clicks.
It seems simple and easy, but it requires a subtle touch. Here’s what you need to make meta description CTAs work for you:
Let me tell you how I do it.
You know those highway billboards with giant arrows pointing to a place off-road? CTAs work the same way—they create a sense of direction and prompt searchers to follow it instead of just scrolling past your snippet.
Urgency plays a big role here, too, as it pushes searchers to act quickly before the opportunity slips away.
In addition, a well-crafted CTA gives users a clear idea of what to expect once they click. It sets the stage for your content and hints at its main value—be that expert advice, product recommendation, or a solution to a problem.
To sum that up, a clear CTA should include:
It’s also important to keep the CTA concise and on message. The less time it takes to communicate the value and encourage action, the more effective it is.
Salesmanship is all about balancing persistence with patience. In sales, closing a deal requires a good amount of confidence and an equal amount of humility. Anyone who’s ever tried it knows arrogance can ruin a sales pitch.
The same goes for CTAs.
A great meta description CTA must convince readers to click, but it can’t push them too hard. Like pushy salesmen, overly aggressive CTAs can harm your brand image and turn off potential customers.
Here’s how I strike that balance:
Use: “Find out how to choose the perfect mattress for your back.”
Instead of: “Click here to buy the best mattress now!”
Use: “These 5 content writing tips will change the way you write your articles!”
Instead of: “You must read these content writing tips—click now for more!”
Use this: “Thinking about upgrading your library? Here’s what to read next.”
Instead of: “You need to upgrade your book collection—shop for new books now.”
Use this: “Explore our latest candy line and find the juiciest treat for your taste.”
Instead of this: “Hurry! Shop for our new candy line now before it’s too late!”
Nobody likes being forced into a decision—especially when it comes to buying stuff. Make your CTAs fun and inviting rather than pushy, and you’ll see a huge difference.
Don’t you think every page on your site deserves an original meta description? Of course, it does. The rules of content relevance require you to create a meta description for each page, one that will accurately reflect its content.
Plus, having a unique meta description improves user experience by giving searchers a clearer idea of what to expect and helping them find exactly what they need.
Do you want to hear something exciting?
As a result of all this, you will see a better CTR.
But that’s not the only reason to do it.
Duplicate meta descriptions can actually hurt your SEO. If you have multiple pages on your site with similar content and the same meta descriptions, Googlebot will struggle to understand what each page is about.
When this happens, Google generates its own meta description.
In fact, Google rewrites between 60% and 70% of all meta descriptions.
Here’s what you need to do to avoid Google’s intervention:
This is what I’ve learned about crafting unique meta descriptions:
Although it may seem like more work, writing unique meta descriptions for each page can actually boost your SEO. I will explain how.
When writing a unique description for a certain page, you need to:
This task is helpful because it urges you to take a closer look at your key pages and reassess their SEO potential.
Each page on your site should have a specific focus or purpose. If you haven’t already identified what that is, now is a good time to do so.
Taking a step back and analyzing your content this way can help optimize your keyword strategy. If you have several pages with similar content, this is your chance to compare their SEO signals and fine-tune them to cover a broader range of keywords.
As you do this, keep your readers in mind:
What do they want to see when they click on your page?
Every page offers a unique value. What is it, and how does it meet the user’s needs? A strong meta description should highlight this unique benefit and hint at the solution the user will find by clicking.
Every time I write a new meta description or update an old one, I compare it to the ones I’ve already written for similar pages. You’d be surprised at how many similar descriptions I’ve written over the years without even realizing so.
Unless you’re a gifted writer with perfect control over language and a vast vocabulary, you’ll probably find yourself in a similar situation.
So, how can you make sure that your new meta descriptions are fresh and unique and not just weak attempts at repeating the same old formula?
Here’s how I do it:
Keeping track of pages and their topics, keywords, and meta tags gives me a clearer picture of my content and SEO strategy. It helps me give each page a unique purpose and avoid duplicate meta descriptions.
Because SEO is a tight field, many of the articles on my blog touch on similar topics or have overlapping content. I make sure to target a different variant of the main keyword for each one.
Let’s say you sell cloud storage solutions to professionals, but you have a special tier for students. Here’s how your meta descriptions could reflect that:
“Cloud storage solutions designed for students – easy, affordable, and accessible.”
“Professional-grade cloud storage for secure file sharing and collaboration.”
Every page should be optimized for a unique keyword or phrase, but not just for the sake of stuffing keywords. These pages, though similar, must each serve a specific purpose.
I tackle this by adapting similar topics for different audiences. If you do the same, you must not forget to adjust your meta descriptions accordingly.
User experience plays a key role in whether your website visitors stay or bounce. But did you know that UX is just as important for attracting traffic?
Traditionally, that’s a job for meta descriptions. So, what kind of meta descriptions should you write to improve the user experience and encourage searchers to click on your result?
Think about how you use Google for search, and that will answer your question.
The average Google search session lasts 76 seconds. This means that Google users are accustomed to finding answers quickly.
How can your meta description help them do that?
Helpful meta descriptions always include this:
A meta description offers a quick preview of your page, so it shouldn’t waste a single second. The best meta descriptions tell Google’s users what they’ll find on the page, helping them choose the best possible result in a flash.
Here’s what you need to focus on:
Let’s dive into how you can do that:
When your toddler wakes up with a high fever in the middle of the night, where do you turn for answers?
Google isn’t just for tech trends, Hollywood news, or travel tips. More often than not, we use it to find critical information in times of need.
And in those moments, we don’t want to decipher complex writing, technical jargon, or keyword-stuffed nonsense. We want clear, concise, and straightforward answers.
Just imagine seeing 103 degrees on your kid’s thermometer. It’s 3 AM, and the nearest emergency room is nowhere near close enough.
You start to panic, and Google shows you this:
“Discover evidence-based antipyretic strategies, including thermoregulatory interventions, NSAID administration, and the physiological role of pyrexia in immune response modulation.”
How frustrating is that? Meta descriptions should not use technical language unless they are aimed at scientific research.
Luckily, then you find this:
“Learn simple ways to reduce a fever, including hydration, rest, and medication. Find out when to seek medical help and what remedies work best.”
Effective meta descriptions use simple, easy-to-understand language to help readers immediately understand what awaits them on the page. They don’t try to sound smart or beat around the bush, and that’s why they get all the clicks.
Google lets you make your search as specific as you need and be as descriptive and detailed as you want. If you want to research “why cats are afraid of cucumbers” or find “pink giraffe puffy slippers for men,” you just simply type it in.
Google’s goal is to help you find exactly what you’re looking for. This is why it crawls billions of pages and indexes them for specific search terms.
That is also why your meta descriptions must match the user’s search intent.
Failing to do so will make your site’s key performance indicators (KPIs) fall down like dominos.
First, it will alienate users. Next, it will lower your traffic. This will signal to Google that your site is not a helpful resource for a search query you’re trying to rank for. Do I need to tell you what will happen then?
Your site will drop to the SERP depths, where nobody ever goes.
When users see a meta description that feels off-topic or vague, they keep scrolling for results that directly answer their query.
So, if you’re trying to get people to see or buy your “monster truck toys for girls,” don’t just mention boring old monster trucks in your meta description. Make it specific.
Only then will your site start showing up for the right search phrases.
Relevant meta descriptions not only delight users but also build trust by giving Google users exactly what they came for. The last thing they want is to be tricked into visiting a site that doesn’t offer the solution they need.
This brings me to an important tip:
Never use a meta description to promise something your page doesn’t deliver.
Doing so will break their trust and increase your bounce rate. Ultimately, you’ll either end up in SERP hell or have Google rewrite your meta description.
Did you know that there are tools that let you preview your snippets before they go live in SERPs? Coincidentally, this capability is called SERP preview and can be found as a stand-alone solution or in larger SEO tools like Screaming Frog.
But why is this useful?
Because SERP snippets and Google rich results that feature meta descriptions don’t look the same on different screens.
If you remember, all meta descriptions that take up more space on SERPs than they should get cut off mid-sentence. This prevents meta tags from doing what they are supposed to do, and that’s to convince searchers to click.
The dreaded three dots at the end of a meta description can significantly lower user experience and deter visitors from the site.
SERP previews help ensure that doesn’t happen.
Here’s what to focus on in SERP previews:
Let me show you how I do this.
Different search engines have different length limits for meta descriptions, as I have already explained. But, even if you only care about Google, you still need to test your meta descriptions for different screens and devices.
By Google’s standards, the ideal meta description length for desktop screens is 158 characters. But mobile screens are much smaller. The recommended length for mobile versions allows even less space—only 120 characters.
The best way to check if your meta descriptions meet both of these requirements is with a free online tool like this one on SEO Review Tools:
As you can see, this tool allows you to enter the URL, meta title, and description and see their SERP preview in a Google simulator in real-time.
Here’s what happens when you forget about the length limit:
Many SERP preview tools show pixel and character count as you type, letting you know, in one way or another, that your meta description is longer than it should be.
After you check how your meta descriptions will look on the desktop screen, scroll up and change the view to Mobile. Enter your description, preview, and repeat:
I warned you several times throughout this checklist that Google may rewrite your meta description if it turns out to be too long or if users find it irrelevant. Would that be so terrible for your SERP presence?
Why does it matter if you let Google generate your meta descriptions?
If Google can’t come up with a quality AI-generated meta description, nobody can. Does that mean that you should avoid AI meta descriptions in general?
You should, and I will tell you why:
Today’s audiences have a sharp eye for authenticity, and they usually don’t like it when somebody attempts to pass off AI-generated content as human-made.
And sometimes, this is truly not difficult to spot.
Can you tell which one of these two examples was auto-generated?
“Find out information about dog training tips and techniques. Learn how to train your dog with useful methods for better behavior. Click here to read more!”
As opposed to…
“Struggling with a misbehaving pup? Get expert dog training tips to teach good habits, stop unwanted behaviors, and build a stronger bond with your dog.”
Even when they don’t seem generic or sound awkward, AI-written meta descriptions present a lost opportunity for optimization. A SERP snippet is like a free Super Bowl ad–millions of people are going to see it, so you better make it count.
Leaving it to Google or outsourcing it to AI means losing control over how your site is presented in SERPs. You don’t get to choose your own keywords, set the tone, or use your brand voice—all of which make you stand out in the crowd.
Only 9% of searchers make it to the bottom of the first page of the search results. Why? Because both Google and top-ranking sites make sure they provide top-of-the-class experience for users.
In case you were wondering, that’s what you’re up against.
Saying that meta descriptions serve to attract clicks is the same as saying their main role is to help you stand out and beat the competition.
The best meta descriptions, ones that stop searchers from making it to the bottom of the page, have all the qualities we’ve already talked about: the right keywords, optimal length, relevant content, a CTA, and so on…
But there’s another thing that sets you apart from others on SERPs:
Branding.
Your brand is more than a name—it’s an identity. And for someone who doesn’t know about you but is exploring your market, your meta descriptions are often the first place they encounter it.
A strong meta description reinforces your brand presence, builds trust, and makes your site pop in a crowded SERP.
Here’s how to make your brand visible in your meta descriptions:
Here are some useful tips:
Friendly, professional, authoritative, or silly, a brand voice is always unique and instantly recognizable. Depending on how you’ve created it, it will be more or less difficult to keep it consistent throughout your content.
And that includes your meta descriptions.
Personally, I don’t find it very hard to maintain my brand voice because it is very similar to my own professional persona, which is a knockout of… well… me.
And that’s actually a smart trick that many big brands use: create a persona behind your brand and imagine it as a living person. If you have a comedian, keep your content witty. But if we’re talking about a professor, you should probably stay serious.
Imagine clicking on a search result that sounds funny and landing on a page filled with stiff, technical jargon. You’d feel tricked, right?
Consistency in tone is important because it reassures users they are in the right place.
Does your brand name inspire trust and respect in your industry?
If that’s so, feel free to add it to your meta descriptions.
Using a brand name in a SERP snippet can boost credibility and improve CTR.
Here’s an example:
“Shop rich, aromatic coffee blends made from the finest beans worldwide.”
“Starbucks offers rich, aromatic blends crafted from the finest brands worldwide. Find your perfect brew today.’
See how adding Starbucks in the second version automatically builds recognition and trust? Users are more likely to click on a result from a name they know and have some experience with.
Important! Don’t overdo it! Only include your brand name when it adds credibility or helps users recognize your site.
You’ve written a meta description that ticks all the boxes in the SERP preview. Now what? Surely, that’s a surefire way to climb the rankings.
Or is it?
Unfortunately, writing a meta description is never a one-and-done deal. Even the most well-crafted snippets may not perform as expected.
Only regular testing and refinement are key to long-term success. Tracking your SEPR performance allows you to optimize meta descriptions based on the latest insight and make sure your pages attract the right audience.
Luckily, you don’t need to make wild guesses about what works and what doesn’t. There are many different tools that can help you monitor and improve your meta descriptions. And I bet you’ve already used a few of these before.
Here’s what you need to do:
Let’s elaborate on that a little:
When it comes to tracking your search engine performance, you don’t have a better friend than Google Search Console (GSC).
Why? Because it tells you exactly how many searchers saw your result and how many clicked on it.
Here’s how to check your click-through rate (CTR) in GSC:
A low CTR can mean a couple of things, but how do you know if it’s because your meta description isn’t convincing enough? You look at a metric called “impressions”. It shows how many searchers see your snippets while scrolling SERPs.
When a page has lots of impressions but a low CTR, searchers can see it in SEPRs, but they simply don’t like the snippet enough to click. Look out for those pages and rewrite their meta descriptions as soon as you detect them.
How do you know if one meta description will perform better than another?
You test it.
A/B testing (also called split testing) is when you try different versions of your meta descriptions to see which one performs better.
Here’s how you do it:
Pro tip: Don’t change too many things at once. The best way to A/B test is to tweak one element at a time because that allows you to pinpoint what’s driving improvements. I’d start by changing keyword placement or CTA.
The more you test, the better your meta descriptions will get. Experiment with different versions, and don’t forget to track your CTR—soon enough, you will learn what makes searchers click and be able to use that to maximize results.
A great meta description is more than a summary of a page it leads to—it’s a promise to searchers that the page will give them exactly what they are looking for.
When done right, a meta description checks all these boxes:
That’s too much responsibility for a 25-word-long text, but that’s how it is. Without an effective meta description that uses relevant keywords naturally, accurately reflects the content on the page, prioritizes user experience, and offers a clear call to action, your site would simply sink to the bottom of SERPs.
Tick all these boxes, and your meta descriptions will help you stand out on SERPs and turn casual searchers into curious clickers.
And don’t forget to test, tweak, and refine until you have the best possible version. A good meta description will get you a few visitors each day. The best one will turn your site into a traffic magnet.
A good meta description for SEO is built around a relevant keyword to accurately reflect the page’s content and clearly communicate its value. It should be engaging and concise, not longer than 150-160 characters. The main role of an SEO-friendly meta description is to attract visitors and make them click on the site, to potentially increase conversions along with a click-through rate.
A meta description is a short tagline in a Google SERP snippet that introduces potential visitors (and search engine crawlers) to the page’s content before they click on it. The best examples convince readers to stop scrolling past the result by highlighting the page’s value in a creative way, using action words and emotional language:
To be able to support your SEO efforts, a meta title should be brief, relevant, and include the page’s main keyword. A good practice is to keep a meta title under 60 characters:
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