In the world of SEO, everyone wants to crack the code and make their content more visible than their competitors. This is where, meta descriptions can make or break their optimization process. Some people underestimate the importance of meta descriptions and let Google algorithms do their job for them. If done correctly, they can help you rank high in Google, but it’s not an easy task.
In this article, you’ll find out more about meta descriptions and why they’re still relevant. You’ll also learn about some of the best practices regarding meta descriptions. Without any further ado, let’s jump right into it.
What Are Meta Descriptions?
Meta descriptions are snippets of text that help describe what your website is about– in the search engine results, they usually appear under your headline. What’s more, your website most likely consists of several pages, so all of them should have their own meta descriptions.
Meta descriptions can be any length. However, Google cuts them if they’re too long. For optimal visibility, make sure they don’t exceed 155 characters.
Are Meta Descriptions Still Relevant?
There are some instances where writing meta descriptions is not necessary. For example, many people choose to optimize their first paragraph and let Google write a short description snippet on its own. It’s important to note, though, that Google algorithms change every now and then, so it’s difficult to predict how important meta descriptions will be after such changes.
Nevertheless, there are still many reasons why meta descriptions are extremely useful and beneficial to your website. Experts from Edge – SEO Agency in Gold Coast, listed some of them.
Improved Results in Organic Search
Fun fact: over 90% of all online experiences start with a search engine. Regardless of the type of query, 75% of users will only scan the first results page and won’t move on to the second, even if they don’t find what they’re looking for. As such, if you fail to be ranked on the first page, you’ll be invisible to ¾ internet users, and that’s a huge chunk of online traffic lost.
The meta descriptions you use for your website are crucial when it comes to how your website is displayed in the organic search results. If you manage to create relevant, keyword-rich content, chances are it’s going to match search queries more often. This, in turn, can directly translate to increased website traffic.
Important Ranking Factor
From time to time, Google changes its ranking algorithms for web search. Since 2009, meta descriptions and meta keywords no longer have an impact on this process. However, they still indirectly influence your website’s ranking ability. That’s because meta descriptions have a direct impact on a website’s CTR (click-through-rate). The higher the rate, the higher your page can rank. This means that more people who search for specific content will see it.
Organic Ad Text
Each meta description acts like a so-called “organic ad text,” which means it’s shown as a summary of your page by Google and other search engines. This short summary is what makes users click on a particular link first instead of choosing another. Do you remember CTR? That’s right; meta descriptions are like ads with either randomly generated or carefully crafted content. If you want to attract more users, you should consider putting as much effort as you can to make them all look good.
Easy Website Navigation
Writing a meta description for your homepage is a must because it’s almost like your professional business card. A well-crafted description will help you make a greater impact on how your company is perceived on the search results page.
Product and category pages are just as important, especially if you use your website to make sales. Proper use of specific keywords will help your website rank better and will allow users to find precise, targeted results.
Compatibility with Some Social Media Platforms
One of the main goals of web creators is to make their content shareable. Social media platforms make it happen; in fact, it’s probably their most important purpose. If you have your own website, it would be best if you also created dedicated profiles on other platforms, such as Facebook to reach wider audiences and rank higher in search engines.
People who think that meta descriptions are no longer necessary are not entirely correct. Facebook also uses meta descriptions and auto-fills the description field with your posts. Once again, you can optimize that text, but if your meta description is already decent, there’s no need to overdo it. Ultimately, using meta descriptions that are compatible with other social media platforms gives you more control over your content and branding.
How Can You Write Better Meta Descriptions?
As you can see, meta descriptions have a huge impact on your website’s visibility and functionality. However, writing a good meta description can be challenging. How to do it right? Here are some tips:
- Avoid using the same meta descriptions across your entire website.
- Make sure your meta descriptions contain well-researched, targeted keywords.
- Ensure your keywords are precise and relevant to the contents of your website.
- Write in such a way that compels users to click on them, mainly by appealing to their emotions, showing them benefits, and communicating urgency.
- Make sure they’re not too long; remember to keep your meta descriptions within the 50 – 150 character range.
The Bottom Line
When it comes to meta descriptions, the opinions are divided. Some people believe it’s not worth spending time on them because Google constantly changes its algorithms and often creates its own short snippets. However, it’s not necessarily beneficial to give up control over such an essential aspect of your website.
A good meta description will attract more users, promote your content, help you in search engine rankings, and improve your website’s quality and functionality. It will also help you with marketing campaigns on other social media platforms and it’s a useful tool in SEO practices and online marketing. That’s why you should probably consider putting some effort into creating good meta descriptions and continue to use them to maintain control over the contents, design, and visibility of your website.