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What Is Meta Description? Here’s How to Write a Good One!

Last updated: Dec 31, 2024

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Have you ever wondered how a web page gets ranked in search engines and drives a lot of click-throughs? The answer is search engine optimization (SEO), which helps you optimise your website for search engines and appear in the top results.

There are a number of SEO techniques that will do the job, but one of the most effective is creating a meta description. What is it, and how do you write one? This article will cover all of that as well as examples of meta descriptions. Read on to learn more!

What Is Meta Description?

A meta description is a short piece of text that describes a web page's content. It can tell users and search engines what the content is about, helping them determine whether or not to click through to your site.

Meta desc is a snippet that you write to entice people to click on your site by providing them with a preview of what they can expect. It’s like a sales pitch, except it’s for your website.

A meta description is part of a web page's HTML code that is not visible to users on the actual page but appears on the search results page under the content title. Look at the meta description example here:

To provide a meta description like that, you need to include the meta description tag in your HTML code, to be precise, at the <head> section of the page. Look at the following example:

<meta name="description" content="SEO for business at enterprise scales have a different urgency than for small or medium-sized businesses. Check out the explanation here!">

Why Do You Need a Meta Description?

Meta descriptions are essential for SEO, even though they are not entirely an SEO ranking factor. That is because search engines use them to create snippets for your website’s search results, which attracts more clicks.

Imagine you are searching for a website that offers SEO services in Singapore. You type in ‘SEO in Singapore’ in Google and click on the search results. Then, you see a list of websites offering the service you are looking for.

However, with so many options available, you likely don't have the time to open every website listed. In that case, the meta description plays a major role by providing a quick preview of the page for you to scan and decide which one is relevant and meets your needs. Thus increasing click-through rates (CTR).

How to Create a Meta Description

When creating a meta description, you have to be careful about the length and determine what information you want to include. Look at the following tips to help you write a good meta description:

1. Target for Optimal Length

You should write a meta description of around 150-160 characters. Anything longer than that can be cut off by search engines, which may cause your meta description to not be visible on SERPs.

Therefore, try to use the meta description tool to find out how long your description is. You can test it on Title & Meta Description Checker by cmlabs. Using this tool will help you find out if your meta description is too long or short and edit accordingly.

Besides, this tool can also help you check how your meta description is displayed on SERPs by providing you with a preview. Thus, you can see if your meta description looks good on search engines.

2. Write a Compelling Copy

Your meta description must be compelling enough to entice searchers to click through to your site. Therefore, you can write an interesting ad copy to draw a good first impression on your audience.

You also need to write a meta description that is relevant to the user's search intent and free of typos and grammatical errors. The information provided here should also slightly describe the content without giving too much away, as it can lead to zero click phenomenon.

3. Incorporate Your Target Keyword

Next, you can include your target keyword in your SEO meta description to help improve your ranking. Try to incorporate it naturally into the copy without making it too obvious.

You also need to avoid stuffing your meta description with keywords because it will look spammy and robotic as if you were writing it in a meta description generator. Instead, write your meta description in a natural way, like how humans would write it. Look at the example below for reference.

Figure 2: Natural Keyword Placement in Meta Descriptions.

4. Make It Unique

Using an SEO meta description will let your target audience know what you do and become an opportunity to showcase your unique selling proposition. This is what sets you apart from your competitors and helps you stand out from the crowd.

A unique selling proposition will also provide value to your target audience, which is a reason why they should care about your business. This will encourage them to click on your page when they see your meta description.

Tips: Set things right from the start, as it will be their first exposure to your brand.

5. Make Sure It Is Actionable

Imagine your meta description as a welcome mat for your website. If you want to make the most of it, you need to ensure that it is actionable, exciting, and clear to your target audience. Use it to tell them what they can expect to find on your website.

When writing a meta description, it may be tempting to use clickbait or adjective words like ‘awesome’ or ‘showstopping’ because they are attention-grabbing. However, you need to avoid using too many of these words, as they may distract searchers from clicking through.

Instead, use an active voice that makes your text direct and clear. This will make it easier for them to understand your copy and encourage them to click through.

6. Provide the Users with the Information They Need

The key to providing an effective meta description is to give your audience the information they are looking for. If your audience does not find your meta description useful, they will likely skip over your page and go to another one that provides them with the information.

For example, a user looking for an SEO agency to hire may search for ‘SEO agency Singapore'. Then, your meta description should provide them with a description of the SEO services you offer and what benefits you can give them. Here's an example:

7. Add Call to Action

Calls to action (CTAs) guide searchers to their next steps, making them more likely to click. Incorporating CTAs in your HTML meta descriptions will boost their engagement rate.

For example, you can use words like ‘Shop now,' ‘Discover more,' or 'Try it free.' It should be direct and action-focused, starting with a verb to motivate readers. This way, you can make your meta descriptions concise, engaging, and persuasive.

8. Contains Important Product Information

When writing meta descriptions for product pages, you need to imagine yourself in the customer's shoes. Thus, you should clearly communicate the product's value proposition by mentioning its name, model number, price, discounts, key features, benefits, and availability. This will help users make informed decisions and increase click-through rates.

9. Keep It on Topic

Next, you need to write accurate meta descriptions that reflect your webpage's content. Although search engines will generate new descriptions in case yours are misleading, it’s always better to set things right in the first place, right? Therefore, always remember to keep your meta descriptions relevant to the page's topic, even after you change your content later.

10. Avoid Quotation Mark

Last but not least, you need to avoid using quotation marks in meta descriptions. Some search engines may truncate your description at the quote mark. Instead, you can stick to letters, numbers, and basic punctuation for optimal results. If quotes are necessary, use single quotes instead of double quotes.

That is the complete guide on how to create a meta description for your website. By following the best practices, you will be able to make your website more appealing and increase your chances of getting more traffic.

While writing meta descriptions, remember that they need to be compelling enough to get your visitors to click through to your website. Otherwise, you will not be able to generate enough traffic. But don’t worry! You can hire professionals to write your meta descriptions for you!

SEO Writing Service by cmlabs is the solution for your every SEO need, including effective meta description writing. In cmlabs, there are teams of highly qualified and experienced SEO writer experts who are dedicated to providing high-quality content to bring your website to the top of the search engine results.

All you need to do is invest a little in our services and watch your business grow exceptionally. Contact our marketing team today and get a free consultation. Let us handle your SEO needs and help you become the market leader!

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