How To Optimise Meta Descriptions For SEO

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What is a Meta Description?

A Meta description tag describes what a web page is about in more detail than the title tag. Meta descriptions are snippets of text that appear under your title tag in the SERPs for searches relevant to your topic. Meta descriptions should entice the user to click through to your site instead of your competitors. Meta descriptions are a great way to let potential customers know what you have to offer before they even click through to your website. For example, our homepage Meta description is:

<Meta name=”description” content=”In Front Digital are Birmingham’s best Digital Marketing agency, specialising in PPC and SEO services. Grow your business and schedule a free appraisal today!“/>

Writing the Perfect Meta Description

Meta descriptions should contain the primary keywords you want your landing page to rank for. When your website is returned in the search results, the user will look at your meta description for validation that you are relevant to the search query. Google will highlight the search term if it is present in your meta description, which may make your website look favourable over your competitors.

When writing your Meta description, put yourself in the mind-set of a potential customer and consider how you would envision their user experience – what are they searching for? What do they want? What can you offer them that your competition can’t, Why us?

Utilise your description with USP’s that are readable and will maximise your click through rate. If you offer free delivery over £10 and your competition doesn’t, showcase that – it may be the thing that entices a user to click on your website.

Limited Length

Similarly to title tags, Meta descriptions have to be under a certain amount of characters or they will be cut off. The recommended length of a Meta description is 160 characters although it is wise to aim for 150-160 to be safe. Ensure that the most important information is towards the beginning of the description, as if your description is too long is may get cut off.

Keeping Things Unique

It is bad practise to have identical title tags for your pages, and the same applies for your Meta descriptions. Each page on your site should be unique to itself so there is no need for any two descriptions to be the same. Especially for product pages, a rule should be in place to make things easier and more structured that can be implemented on every product page:

‘Check out our new <product>, part of the <category/subcategory> range at <brand>. Free next day delivery available.’

For more advice on how to improve your online visibility, read our learn articles. To find out about our SEO services, click here.

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