Let’s first back up and answer the general question…
Posted: Tue Dec 17, 2024 6:57 am
Way back in 2009, Google announced that they no longer use Meta keywords and description tags as ranking factors, but that doesn’t mean that they should be ignored. We still use the keywords tag as a means of organizing and mapping our keywords to the pages they focus on. And, I could argue (and will) that while Meta descriptions are kazakhstan whatsapp number not a direct ranking factor for Google, they are an indirect factor and need to be taken seriously.
What is a Meta description?
In the example below, the blue box is surrounding the Meta description that is returned when a person searches for “Pug Puppies.” In the search engine results page (SERP), Google displays the Meta title, in this case “Pug Puppies for Sale | PuppySpot”, the corresponding website URL, and the Meta description.
Pup Puppies For Sale | PuppySpot - Search Engine Results
This Meta description is 121 characters with spaces, and while in December of 2017, Google increased the character limit to 320, they shortly thereafter lowered it back down to 160-170 characters.
Do Meta descriptions matter?
As I mentioned earlier, Google no longer considers a Meta description a ranking factor in their algorithm. HOWEVER, the click-through-rate (CTR) of your website is a ranking factor and a well-written Meta description can affect CTR. The Meta description sells clicks. In addition to CTRs, bounce rates are also a ranking factor. Not only are Meta descriptions what sells a click, they tell the user what they will find on the page they click to (or at least they should). So, yes… Meta descriptions matter!
Here are 6 things to consider when writing descriptions:
1. Make sure the copy connects to the webpage
The Meta description is essentially nothing more than advertising for a particular page. That said if people click on your webpage in the SERPs only to find that the page has nothing to do with your advertising (or Meta description) then they will likely leave right away (you can see how quickly people leave your site with other Google Analytic metrics such as Bounce Rate and Time on Site – more on that later). Be straight-forward and accurate to what the page content is, and you’ll improve your CTR and subsequent rankings.
2. Don’t forget to use your keywords
With any smart SEO effort, you’ve developed a list of keywords you want to rank on. Be sure to use them (wisely). You should really only target two, similar broad keywords for each webpage on your site. Use them in the Meta title and descriptions. When I searched for “Pug Puppies”, you’ll notice in the above example that Google bolded the keyword I searched for in the Meta description for that page. That helps the searcher quickly identify the page relevance. If I had searched for “Pug Puppies for Sale” (likely the main keyword for that page), that entire string would have been bolded. You can support expanded keywords in the page copy but keep your Meta description focused on the broad terms. Expanded keyword examples: buying pug puppies, breeding pug puppies, potty training pug puppies, why pug puppies are great pets, etc.
3. Be careful of duplicate Meta descriptions
Having duplicate Meta descriptions for pages on your site simply means that you’re not taking them seriously since each page on your site is obviously different from the others. If you can’t take the time to write relevant and unique Meta descriptions for each page on your website I recommend leaving the field blank. When you leave the field blank Google will automatically scrape your site for a description, which may not be ideal, but is better than duplicates.
4. Be unique, interesting… anything but boring
It doesn’t matter what you sell or provide, you’re competing with other websites for that click. You may, in fact, be competing with hundreds or thousands of other webpages for a given search so you need to write copy that stands out and gets noticed. And it should have a call-to-action to encourage response. “Click for more!” or “Try for free now.” These CTAs do not take up many characters and help drive a more actionable user directive.
5. Consider structured data and rich snippets
Depending on your business and what you sell, rich snippets provide, well, a richer user experience. It provides additional information to the searcher, such as ratings, the number of reviews, etc. In the case of the example below, a steak recipe marinade, it even provides a picture, calorie information and the time it takes to make.
What is a Meta description?
In the example below, the blue box is surrounding the Meta description that is returned when a person searches for “Pug Puppies.” In the search engine results page (SERP), Google displays the Meta title, in this case “Pug Puppies for Sale | PuppySpot”, the corresponding website URL, and the Meta description.
Pup Puppies For Sale | PuppySpot - Search Engine Results
This Meta description is 121 characters with spaces, and while in December of 2017, Google increased the character limit to 320, they shortly thereafter lowered it back down to 160-170 characters.
Do Meta descriptions matter?
As I mentioned earlier, Google no longer considers a Meta description a ranking factor in their algorithm. HOWEVER, the click-through-rate (CTR) of your website is a ranking factor and a well-written Meta description can affect CTR. The Meta description sells clicks. In addition to CTRs, bounce rates are also a ranking factor. Not only are Meta descriptions what sells a click, they tell the user what they will find on the page they click to (or at least they should). So, yes… Meta descriptions matter!
Here are 6 things to consider when writing descriptions:
1. Make sure the copy connects to the webpage
The Meta description is essentially nothing more than advertising for a particular page. That said if people click on your webpage in the SERPs only to find that the page has nothing to do with your advertising (or Meta description) then they will likely leave right away (you can see how quickly people leave your site with other Google Analytic metrics such as Bounce Rate and Time on Site – more on that later). Be straight-forward and accurate to what the page content is, and you’ll improve your CTR and subsequent rankings.
2. Don’t forget to use your keywords
With any smart SEO effort, you’ve developed a list of keywords you want to rank on. Be sure to use them (wisely). You should really only target two, similar broad keywords for each webpage on your site. Use them in the Meta title and descriptions. When I searched for “Pug Puppies”, you’ll notice in the above example that Google bolded the keyword I searched for in the Meta description for that page. That helps the searcher quickly identify the page relevance. If I had searched for “Pug Puppies for Sale” (likely the main keyword for that page), that entire string would have been bolded. You can support expanded keywords in the page copy but keep your Meta description focused on the broad terms. Expanded keyword examples: buying pug puppies, breeding pug puppies, potty training pug puppies, why pug puppies are great pets, etc.
3. Be careful of duplicate Meta descriptions
Having duplicate Meta descriptions for pages on your site simply means that you’re not taking them seriously since each page on your site is obviously different from the others. If you can’t take the time to write relevant and unique Meta descriptions for each page on your website I recommend leaving the field blank. When you leave the field blank Google will automatically scrape your site for a description, which may not be ideal, but is better than duplicates.
4. Be unique, interesting… anything but boring
It doesn’t matter what you sell or provide, you’re competing with other websites for that click. You may, in fact, be competing with hundreds or thousands of other webpages for a given search so you need to write copy that stands out and gets noticed. And it should have a call-to-action to encourage response. “Click for more!” or “Try for free now.” These CTAs do not take up many characters and help drive a more actionable user directive.
5. Consider structured data and rich snippets
Depending on your business and what you sell, rich snippets provide, well, a richer user experience. It provides additional information to the searcher, such as ratings, the number of reviews, etc. In the case of the example below, a steak recipe marinade, it even provides a picture, calorie information and the time it takes to make.