In this article, we explain how to write an effective and relevant meta description tag, avoiding common mistakes and using suitable tools to assist you.
In the illustration we show you a drawing of a search result on a search engine like Google.
What is a meta description tag?
As the Internet has penetrated all spheres of the economy, SEO optimization is a key strategy to ensure that your site or blog stands out in Google or other search engine results. And at the heart of this strategy are meta tags, and more specifically the meta description tag .
A meta description tag is an HTML element that provides a concise summary of the content of a web page . It is part of the snippet, i.e. the block that constitutes the extract of a search result. In terms of formatting, it appears directly under the title of the page (the meta title tag) and is limited to a theoretical size of 150 or 160 characters including spaces .
To illustrate our point, here is a typical meta description tag:
Screenshot of a meta description on a search engine
Typically, the meta description tag is placed in the <head> section of the web page code, i.e. its header. It usually looks like this: <meta name="description" content="DESCRIPTION TO BE INSERT HERE"> , with the content attribute being the essential location to fill in to obtain a description worthy of the name.
Note that unlike paid ads that appear on Google, the meta description tag is exclusive to natural or organic search results .
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Why optimize a meta description tag?
Although Google claims that the content of meta descriptions twitter database is not a key factor for the ranking algorithm, there is no doubt that writing an effective meta description strongly influences the behavior of Internet users when faced with a web page, especially because it offers a faithful first impression of the content. In addition, it allows search engines to present said page to users in the most relevant way possible, based on their query .
In other words, the meta description tag plays a major role in the user experience. It is thanks to it that Internet users decide whether or not to click on the link on your site or blog. By optimizing it, you therefore have the possibility of significantly influencing the click-through rate (CTR) of your pages and your visibility vis-à-vis your competitors.
How to write a good meta description?
As you might expect, there are a number of good practices that allow you to write a good meta description. Google also highlights them on a dedicated page . It is more than wise to follow all these steps to ensure that your web page is highlighted.
Do not exceed the recommended size
The meta description must always be written precisely and respect an optimal size of 155 to 158 characters including spaces . Indeed, it must be concise while being complete and inciting, since its purpose is to encourage the Internet user to click on the link on your page. The aforementioned size is particularly important, because Google reserves the right not to display the entirety of a meta description.
Integrate the main keyword
The meta description tag should also include the main keyword of your content. This integration is crucial to align your description with user queries on search engines. To optimize this part of your page's HTML code, it is strongly recommended to incorporate said keyword in the first 120 characters of the description , or even in the first 10 words . This strategy will guarantee you a better match between the user's search and the content you offer, thereby increasing your chances of clicks.
Be careful not to overuse it either, because Google can consider an overload of keywords as spam and choose to penalize your content, as is the case with the famous shadowban technique .
Create persuasive content
When writing a meta description tag, it is essential to adopt a persuasive tone to encourage Internet users to click on your link. This is done, among other things, by using action verbs or content that arouses curiosity. Not only do you need to provide an attractive preview of the content of your page, but you also need to build trust with the Internet user , who must be assured that they will find the information or product they are looking for by clicking on your link and not on that of a competitor.
Once again, be vigilant and do not try to trap Internet users by attracting them through indirect means. Indeed, Google knows how to analyze the almost immediate feedback from users on the SERP (search results), which in most cases indicate that the content was not relevant.
Insert a call to action
To further optimize your meta description tag, consider ending it with a strong call to action. This strategy, often used in marketing, strongly encourages users to interact with your content. Again, you increase the chances of a higher click-through rate .
Write unique and relevant content
As you probably know, the Internet is an ultra-competitive world. Having unique content therefore seems vital, and this also concerns your meta description tag. Thus, the latter must be relevant to the content of your page, but it must also offer something new and unique that sets you apart in search results. In this register, you can even add emojis (without going overboard), because they can make all the difference against your competitors.
