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Why a compelling Meta Description can improve your click-through rate

Discover myths, facts and best practices.

Meta descriptions are still important in 2022 despite search algorithm updates, as they help attract users to your webpage by matching their search query with relevant information. Here’s a short yet handy guide that provides useful best practices.

What is a meta description?

  • An HTML tag that is identified with the code <meta name="description" content="informative description here">
  • This snippet of text summarizes the content of your webpage and provides context
  • It is often displayed in search results when the searched-for phrase is found within the text

Myth

  • Meta tags are a ranking factor used by Google’s search algorithm

Facts

  • They inform the search engine what your content is about and what you wish to convey through your webpage
  • Misleading descriptions can increase the bounce rate by not targeting the right audience
  • Google may choose to display your meta description in the search snippet, or may add to it using information on your page

Best practices when writing meta descriptions

  • An average user reads ~150 characters before clicking through to a website
  • Do keyword research and include targeted keywords relevant to your page
  • Highlight the benefits to the visitor and communicate a sense of urgency
  • Think of this as a sales pitch – use active voice and a call-to-action
  • Create a unique meta description for each page on your website

Our
handpicked quote

Our on-site SEO study found that nearly 30% of the sites had duplicate meta descriptions, and 25% had pages with no meta description.

Source: Semrush.com

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