How to write them properly?
The Meta description is an excerpt of ~ 160 characters, called an HTML tag, that summarizes the content of a page so that Google and the other search engines show the meta description in the search results. Optimizing the meta description is a very important aspect of SEO on the page, as well as optimizing the click rate on search results.
WHAT DO METAS DESCRIPTIONS DO?
The meta descriptions are written in HTML, they look like this:
<meta name = “description” content = “description of a page in 1 to 2 sentences.” />
CHARACTERISTICS OF A GOOD META DESCRIPTION
Every article on meta descriptions will tell you a few, but I’ve tried to combine everything that’s important to know and I’ve put this list together.
1.It should be about 135 to 160 characters
There is no “this number is right” in this. It depends on what Google adds to your search result and what it wants to display. Google could, for example, add the date to an article, which will reduce the number of characters. Keeping that in mind, the general rule is that 135 characters is usually good.
2.It should prompt action in an active voice
Of course it should. You must consider the meta description as an invitation to go on the page. You can not just do a metaphorical depiction of a non-existent qualification level, but still high. It is a description too dull. I will explain using a few examples later.
3.She would dedicate a call-to-action
“We have this and that new product and you want it. Learn more! It overlaps too much with the active voice, but I wanted to emphasize it. It’s your sales text, where your product IS the linked page, not just the product on the page. Invitations like “Learn More”, “Book Now” or “Free Trial” come to mind.
4.It could contain structured content
If you have a specific product for techie, focusing on the technical specifications of the product could be a good idea. Manufacturer, SKU, price, and others of the kind. If the visitor on your site is specifically looking for this product, chances are you will not have to convince him. An item like price will trigger the “click”. Note that you can also use “rich snippets” for that.
5.It must match the content
Very important. Google will find the meta description that prompts the visitor to click on the link. But only a “call-to-action” unrelated to your page can greatly harm your site. After that, your bounce rate will probably increase, which is a bad idea. In short, the meta description must match the content of the page.
6.It should contain the main keyword
If the keyword searched by users matches the text of the meta description, Google will be more inclined to use it and highlight it in the search results.
7.The meta-description should be unique
If your meta description is a copy of another, Google’s user experience will be diminished. Even if the title of each page is different, all your pages will look identical since the meta descriptions will be. If you do not know what to write, instead of doing a duplicate, leave the blank space and Google will select an excerpt from the page containing the searched keyword. Visit Google Webmaster Tools> HTML Improvements or use Screaming Frog SEO Spider to check for duplicate meta descriptions.
EXAMPLES OF A GOOD META DESCRIPTION
During the preparation of this article, I checked different articles that mention the meta descriptions. I found some common sense, but almost no example. I strongly believe that concrete examples will help you write the right meta descriptions. Taking into account the 6 points above, let’s look at some examples.
THE GOOD LENGTH
Dated and two lines of text.
MORE THAN 250 CHARACTERS
USE OF AN ACTIVE VOICE
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INCLUDE A “CALL-TO-ACTION”
“Learn more now” and blue site link “Buy Now $ 399.00. The 2 prompt to click.
INCLUDE STRUCTURED CONTENT
8 MP Camera, that’s what I was looking for. No need for sales text there; I just want this phone.
CONTAINS KEY KEYWORD
And variations. Take note that Google also highlights Academy Awards while searching for Oscars. It should bring out your result even more often.
For more information or advice on how and why to write the best meta descriptions, contact the nerd team at Nerd Marketing!