What is a Meta Description?
A meta description summarizes a webpage for search engines, such as Google, to index and understand. Although users may not see it on the webpage, it often appears below the page title in search engine results. This little text helps people understand what your page is about before they click on it.
Where Does it Show Up?
The meta description is placed in the < head> section of your website’s backend code. When someone searches for something related to your content, the description might appear in the search results as a snippet.
However, remember that Google may not always use the description you provide. If it thinks another part of your page better matches the user’s search, it may pull text from your content instead. Additionally, if your website includes a “nosnippet” tag, Google may opt not to display any preview text.
Does Google Always Use the Meta Description?
No, not always. Google only shows the description you provide about 35% of the time. That means that in most cases, around 65% of the time, Google will fetch its version using content from your page. It does this to match the searcher’s intent more closely. So even if your meta description doesn’t appear every time, it’s still worth writing a good one, just in case it does.
Are Meta Descriptions Still Important?
Yes, they still matter. While meta descriptions don’t directly affect your rankings on Google, they can impact how many people click on your link. A well-written description can capture attention and encourage users to visit your page, thereby improving your overall click-through rate (CTR). More clicks can lead to more traffic; over time, that can even help improve your overall performance in search results.
Think of it as a mini-advertisement for your content. Writing takes little time and can give your page an edge over others.
5 Tips to Write Better Meta Descriptions
Want to write a meta description that gets clicks? Follow these easy tips:
1. Keep It Short and Clear
Please keep your description to under 160 characters. This helps ensure that it won’t get cut off in search results. Shorter descriptions are more likely to show completely, especially on mobile devices.
2. Include Your Main Keyword
Use the most crucial keyword that your page focuses on. When your description matches what someone is searching for, it feels more relevant. Google often bolds these words in the search snippet, which can help your result stand out.
3. Match the User’s Intent
Think about what someone wants when they search for your topic. If they’re asking a question, answer it briefly in the description. Include a key benefit, price, or feature if they’re looking for a product or service. Ensure the description directly addresses what the user is looking for.
4. Use Action Words
Start your description with strong verbs like “Discover,” “Shop,” “Learn,” or “Get.” These words encourage people to take action and help demonstrate that your page can address their problems or meet their needs.
5. Use AI Tools (But Check Their Work)
AI tools like ChatGPT can help generate meta descriptions quickly, especially for websites with a large number of pages. But don’t just copy and paste. Review each one for accuracy, make sure the length is correct, and adjust the tone to fit your brand. AI is a great assistant, but your final version should always feel human and helpful.
How to Add a Meta Description
Adding a meta description depends on how your website is built. If you use a platform like Wix, Squarespace, Shopify, or WordPress, you can find a section in your settings where you can enter a description for each page. Some tools allow you to update multiple descriptions simultaneously, particularly when using SEO plugins or connected spreadsheets.
Meta descriptions may be small, but they can make a significant impact by helping your website stand out and attract more clicks. Great Impressions focuses on every detail, big or small, to ensure your brand looks its best and connects with the right audience online.
