How to Write Effective Meta-Descriptions

A meta-description is a great way to attract online searchers to visit your website. I cannot emphasize enough how important it is for websites to use an effective meta-description for search engine optimization (SEO). Some writers and webmasters mistakenly think the “meta” does not influence search engine results (SERPs). If you are not writing an engaging meta-description for your web page, you could be missing out on good website traffic, leads, and customers.


What is a Meta-Description?

A meta-description plays a crucial role in search results because it provides searchers a concise summary of the webpage, or a snippet of information about a blog or other content. The end goal of writing a meta-description is to convince and encourage the searcher to click the link to your website.


How to Write Effective Meta-Descriptions


A clear, relevant, and eye-catching meta-description is likely to have better click-through rates from an organic search.

Consider these key points when writing a meta-description:

  • Length 

Although a meta-description can be any length, Google usually limits the snippet to 300 characters and spaces (total). Its optimal length varies, depending on the situation, and should provide a clear description of the webpage content.

  • Format

Although meta tags are not a search engine ranking factor, they are a significant element in boosting user click-through from SERPs. Meta tags should be written in an active, natural, and “non-spammy way.” Webmasters can use them promote content and persuade searchers to click the link.





How to Write an Effective Meta-Description

A great meta-description is an efficient tool that helps influence searchers to make a decision and click. Here are some tips to keep in mind:

  • Write compelling ad copy

Meta-descriptions can be considered as advertising copy that attracts a target audience to your site. Incorporate important keywords in the description to boost your webpage’s click-through rate.

  • Avoid duplication 

As with title tags, the meta-description should be unique for each web page. Otherwise, it ends up looking like this:


How to Write Effective Meta-Descriptions


“You can have either a unique meta tag description or you can choose to have no meta tag description, but I wouldn’t a duplicate meta tag description.” — Matt Cutts

In some cases, when targeting long-tail traffic, it is wiser to let search engines populate a meta-description themselves. Matt Cutts of also explained that in the absence of a meta-description, Google will generate a snippet for your web page. For more information, watch his video here.

  • Offer a Solution or Benefits

Write a preview about what the searchers can expect from your web page content. A brief description showing them a solution can effectively convince readers to click and read your post. The last thing you want is for themto hit the ‘Back’ button because you failed to meet their expectations.


Consider your meta-description as the initial step to win over business prospects and potential conversions. If you need professional SEO assistance, my team of expert SEO specialists and I are happy to share our knowledge with you. Call us at (416) 888-8756 or 1-877-689-5268.

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