The meta description is an HTML attribute that is used to describe the content of a website page for the benefit of future readers or search engine algorithms. Even though Google continues to maintain that the meta description is not a key point of SEO, this element is still very important.
But first of all, what is a meta description and how it is useful for your natural referencing. To find out, continue reading this article.
What Is a Meta Description?
The meta description tag, known as “meta name description content”, is one of the attributes of a meta tag. It is used for the purpose of providing a description of the content of your web page. This text of around one hundred Slovenia Email List characters is displayed in search engine results, below the title tag .
You will not read this attribute directly in an article, but if you right click on a web page and select “show source code”, you can, if you can read HTML meta code, find the meta description tag. in the content of the page. The other alternative to find a meta tag is to type the Crtl + U command from your keyboard.
Regardless of the means by which you access the source code of your web page, you will find a meta description tag like: <meta property = “og: description” content = “Our tips for writing the meta description tag and attracting visitors on your website. “/>.
On the Internet, every web page has a meta description. Even if you don’t write it in WordPress while editing and uploading your article, Google will take an excerpt from your article, which it will offer to Internet users according to their requests.
The Meta Description and Ranking in The SERP?
Before 2009, when we broached the question of SEO, many parameters were taken into account in order to guarantee the best ranking of web pages in search engines such as Google. The meta description was one of these main factors, as was the title tag.
However, knowing the importance of this element in the optimization of a web page, website owners were content to stuff their meta description with keywords, which Google came to consider as over-optimization.
This way of doing SEOs and website managers ultimately did not describe the content of web pages correctly. Google therefore decided in 2009 that the meta description was no longer a ranking factor for a website. But, that’s no excuse to stop working on your meta description to describe the content of your web pages.
Despite Google’s decision on the importance of meta description in SEO, it is important to understand the essential nature of this content in terms of marketing and even SEO .
It is difficult to know if meta descriptions do not contribute to the ranking of web pages on search results, when we know that they significantly influence the click-through rate. CTR is a technical term that helps analyze the marketing effectiveness of a web page. This efficiency is determined by the click-through rate and the number of page views.
Small tip: if a meta description tag is done well, it can influence the click-through rate on a web page, although it is not ranked well. A page with a high click-through rate simply means that it is relevant.
Knowing that Google considers a web page relevant as soon as it is clicked often or if users spend a lot of time on it, we can say with certainty that the meta description plays an indirect role in natural referencing (SEO). It should therefore be written well to attract the attention of visitors as much as possible.
How to Write a Good Meta Description?
To write a meta name description content, which encourages you to click, you must take into account a certain number of criteria, among which:
Consider the length or number of characters
There is no fixed length for a meta description, but if your text is too long Google will only select 155 to 160 characters from its content. The search engine does the same for the title tag if the number of characters exceeds 55 or 60. It is therefore preferable to go straight to the point in the description of the content of the web page, in order to ensure an optimal click-through rate .
Be as relevant as possible in the writing
The meta description is like an advertisement. This HTML meta tag is essential in the process of finding an article online, it should be as convincing as possible. If you write convincing text with well-chosen keywords, you will have a good chance of improving the click-through rate on your web page.
If you did not know it yet, Google and other search engines very often help improve the click-through rate of web pages by putting certain words in bold according to the Internet user’s request. That’s why, when writing your meta description, you need to think about the keywords that people are likely to type in their searches.
Use Words that Call to Action
If you tell yourself for one moment that meta description tags are call-to-action texts, you will quickly understand how to write them. As we said above, the meta description plays a decisive role in search marketing and improves the click rate on a page.
For this to be possible, it is essential to use formulas or expressions that push to action (call-to-action) and that promise verified solutions to the prospect. For example, you can choose words and phrases like: find out more, get it now, book now, discover, buy …
Include keywords in your meta description
When you include a keyword in your web page description, Google is more likely to highlight it. By mentioning key phrases in your meta description, you will send a positive signal to Google robots. Still, it’s important to keep in mind that search engines hate keyword overload. Too many keywords kill keywords.
Make a meta description that matches the content of your article
This criterion is very important. There are meta descriptions online that promise heaven and earth to prospects. But once they find themselves on the article, they leave disappointed. This is because the content had nothing to do with what they hoped for or the promise of the description. Google severely punishes sites that do so. Also, inconsistent meta description tags increase bounce rate, which is a very bad sign. So avoid this type of method.