How to Write Meta Descriptions

What are meta descriptions? Are they even important? If you have these same questions, don’t worry. These are common questions that we hear from our clients at Workshop Digital. They are valid concerns as meta descriptions are something that your average site visitor would not consider, similar to title tags.

However, meta descriptions are important when crafting an SEO strategy. They are even part of our extensive over 150-point SEO site audit. That’s why we compiled these commonly asked questions about meta descriptions. We want to help answer those so you can understand what they are and how they affect your digital marketing strategy.

What is a Meta Description?

Meta descriptions are small snippets of between 150-160 characters that explain a page’s content. The description is contained in HTML tags and suggests to search engines, like Google, what to display on the search results page below the link title. If a user’s query is included in the description, it is bolded, which can help increase click-through rates. So, you can see why optimizing meta descriptions is crucial for organic traffic strategies.

Here is an example of a website that has not set a meta description yet:

As a comparison, here is an optimized example from Workshop Digital:

This is what it would look like in the code:

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Common Meta Description Issues

Here are some common meta description issues that websites face:

1. Not having a set description

A lack of a meta description leaves it up to the search engines to auto-generate one. You may not like what they show, so utilize the meta description field as best as you can.

2. The meta description is too short or too long.

There is no limit on character length, but they can get cut off if it is too long. We recommend staying between 150-160 characters.

3. More than one meta description per page

Occasionally, more than one meta description may be added to the website’s code, which can confuse search engines. Search engines can only provide one to users, so they may present the one you don’t want shown or even combine all of the descriptions in the code. Ultimately, it’s best to have one optimized meta description.

4. Having duplicated meta descriptions

A common issue we see is websites using the same meta description for multiple (or every) pages. If more than one page has the exact same meta description, this can look spammy and cause confusion. It’s important to create unique, relevant descriptions for each page.

5. Not including keywords

If you are not including keywords in your meta description, you are missing a key opportunity to increase click-through rates for your website. Although meta descriptions are not a ranking factor, users read them to get a snippet of your article and to decide whether or not to click.

If you are unsure of what SEO tool to use when you want to check the status of your meta descriptions, we recommend Screaming Frog.

Meta Description Best Practices

Now that you know what to avoid, here are some best practices on how to write a meta description.

1. Include relevant keywords

Keywords are bolded when they match the user’s search query. This can increase click-through rates to your website. Make sure to include keywords in a natural, organic way that emulates how people actually speak. Stuffing keywords in an unnatural way can come off as spammy and untrustworthy.

2. Try not to exceed 165 characters

Limiting the length of your meta description helps ensure that it is not cut off so users can see everything you write. On the flip side, make sure it isn’t too short and use the SERP real estate in your favor.

3. Have a call-to-action.

Including a call-to-action, i.e. “Click here to learn more”, provides the next step to users and entices them to enter your website.

4. Stay on brand

You want your meta description to convey the same brand voice that is on your website to ensure a seamless user experience.

5. Use active voice

Use active voice to keep your description concise and easy for the user to understand at a glance.

6. Convey value

Overall, make it clear why users should visit your website and what they can expect to gain.

Practice Writing Meta Descriptions

Now that you know what to avoid and what to include in your website’s meta descriptions, practice writing a few. The more you write, the easier it will be to mentally go through these checklists and know when your meta description is optimized.

Final Thoughts

Having optimized meta descriptions nudges out your competition who do not, and provides you peace of mind so you can focus on other aspects of your website. So, it’s a total win-win!

This blog post was originally published on July 2, 2020, and was updated and republished on August 7, 2024.