How Not to Write a Meta Description


Writing a meta description is usually a uncared for a part of technical website positioning. Nonetheless, writing “one thing” is usually adequate for many web site homeowners and entrepreneurs. A meta description is just not a rating sign, and key phrase stuffing throughout the physique of the content material doesn’t assist with rating greater in engines like google anymore.

That’s the reason it’s considerably comprehensible why entrepreneurs simply don’t assume that spending time on writing meta description remains to be well worth the hassle.

Nonetheless, the meta description has an enormous affect in your potential prospects as a result of they present up within the search engine web page outcomes beneath the hyperlink.

If you would like your descriptions to attraction to your prospects so they are going to click on in your web site, you need to try the next tips about tips on how to write the perfect meta descriptions. On this breakdown, I will assist educate you tips on how to write a meta description and what to not do when writing one.

1. Don’t Concentrate on the Variety of Characters

It’s common information to maintain your meta description size beneath a certain quantity of characters. website positioning specialists used to suggest to maintain it round 150-160 characters. However there was an update from Google in December 2017, which induced the size of meta description to extend. Nonetheless, we’re now again into the 150-160 character vary.

That’s really right info, however I wouldn’t essentially at all times stick with the characters in each state of affairs. However the true size of a meta description for a desktop pc is about 158 characters or 920 pixels. The meta description size for cellular gadgets is about 120 characters or 680 pixels.

Fortunately, there are numerous instruments that can present you a preview of your meta description copy. I personally use this checker, which reveals me the size, each in characters and pixels. Due to this fact, it’s simple for me to write down my textual content with out focusing solely on the variety of characters. 

This is an instance of tips on how to write a meta description that suits the pixel advice however not the character restrict:

meta description length test

I would not counsel writing what you see above, however whenever you’re studying tips on how to write a meta description, it is essential to see how the restrictions could be adjusted based mostly on what you are writing. 

Regardless that the duplicate description doesn’t mean a quality problem with your website, I’d somewhat maintain it empty. In that case, Google will generate it mechanically from the web page content material. Ultimately, the generated meta description can look a lot better than the outline which offers the identical info each time to your potential prospects.

If you’re not in a position to write a distinctive meta description for each web page in your web site, which is completely regular, you don’t should panic. Concentrate on a very powerful pages just like the homepage, major class pages, and the pages that deliver you probably the most visitors.

You probably have hundreds and even tens of millions of pages in your web site, you can too create a template and generate new meta descriptions, whereas solely altering the key phrases, like within the examples beneath.


3. Don’t Overlook Key phrases in Your Copy

Remember to use the precise key phrases in your meta description that’s the most related to your web page content material. I’m certain that many individuals admire creativity, however on this case, you need to take into consideration the key phrases that your buyer will probably be on the lookout for.

If not, a search engine crawls the very first sentence that consists of related key phrases and reveals it within the search outcomes. Like on this case, the place I used to be trying to find journey presents, I discovered this description that didn’t make any sense.


I used to be interested by an unique meta description, so I appeared for it:

I favored the creativity of the copy, however sadly, the lacking key phrases made it in order that I didn’t see this description, however as an alternative, I noticed the irrelevant one.

4. Don’t Write Boring Descriptions

Massive choice of garments, sneakers and design equipment. Sound acquainted? And even boring?

Writing the meta description is without doubt one of the few methods to point out creativity in on-page website positioning. Right here you have got the possibility to face out within the entrance of your viewers. Check out these tips about how to do this:

1. Be particular in what you’re providing. Attempting to explain your touchdown web page in a couple of characters is tough, however in case you are particular sufficient, and even whenever you write a couple of examples, you possibly can’t go incorrect with it. I like this description from Asos as a result of I can actually think about what I’ll see after clicking on this consequence.


2. Make your prospects curious. Don’t put your entire playing cards on the desk instantly, however maintain one thing up your sleeves. Typically simply the straightforward use of query marks or an unfinished sentence could make your prospects actually need to click on on it. This one makes me curious, however I would scale back these questions just a little bit.


3. Use symbols or numbers. Totally different characters apart from letters can actually get individuals’s consideration. You should utilize a value or the quantity of merchandise in your meta description. This one acquired my consideration as a result of it isn’t typical to see some of these symbols in ordinary search outcomes.


4. Embody a call-to-action. This may solely be my subjective opinion, however I wouldn’t add a really directive name to motion like “Learn extra!” or “Purchase now!” to the meta description. It’d simply be too aggressive for the purchasers. As a substitute, I would come with a name to motion within the copy, like within the instance beneath. I just like the phrase “Uncover” in the beginning of a pleasant sentence, somewhat than on the finish of the copy as “Uncover now!”.


5. Speak about them, not about you. That is one of the most important copywriting rules, and also you shouldn’t overlook about it, even when writing brief copy just like the meta description. Nobody is interested by how nice you assume you’re; all people desires to know what’s in it for them.

The meta description beneath is a good instance of each good and unhealthy copy on the similar time. I like the start of it as a result of I need to fulfill my cravings. Nonetheless, I’m sort of confused about their assertion on the finish of the copy as a result of to me, it looks like bragging.


5. Don’t Be Lazy | Set Up Structured Knowledge

Regardless that this one is just not notably related to the copy, it’s going to assist you to stand out together with your meta description in SERPs.

You probably have opinions in your web site or you possibly can present recipes, you should not be ignoring structured information in any case.


You too can have your emblem or firm info in SERPs, making your organization extra enticing, particularly when someone is on the lookout for your model.


You possibly can arrange even probably the most primary structured information, like breadcrumbs.


Round 57% of the large corporations haven’t got structured information arrange for his or her pages. That is your likelihood to face out greater than your opponents.

Do not be lazy and simply begin with it now. It’s a lot simpler than the way it may seem at first sight. Google guidelines will assist you to with all of the fundamentals!

Do you have got different suggestions or confirmed suggestions on tips on how to write meta descriptions?