To make your webpages more visible in Google search and get more clicks, it’s important to know about meta description best practices and how to write a good meta description. 

A well-written meta description can make people want to click on your search result and visit your webpage.

In this article, we will explore the best practices for writing compelling meta descriptions that drive traffic from Google organic search.


SEO Meta description best practices

Let’s dive in and discover how to write an engaging meta description using best practices.

SEO Meta description best practices

 Be concise:

When writing meta descriptions, it’s important to be concise. Keep them short, around 150-160 characters, so that they can be fully shown in search engine results.

By keeping them within this limit, you ensure that people can read the complete description without it getting cut off.

So, remember to make your meta descriptions brief and to the point, capturing the essence of the webpage in just a few words.

This way, people will have a clear idea of what to expect when they see your page in search results.


Use unique descriptions:

Meta descriptions are short descriptions that tell people what a web page is about.

Just like how a book’s back cover gives a sneak peek of the story, meta descriptions provide a summary of what’s on a webpage.

It’s important for each page to have a unique meta description that matches its content.

This helps search engines and people understand what they can expect when they click on the page.

So, make sure to create compelling and accurate meta descriptions for every web page to give a clear idea of what’s inside.

Use unique descriptions:


Include targeted keywords:

To improve the visibility of your webpage, it’s important to include targeted keywords in the meta description. Here’s how you can do it:

  • Identify relevant keywords related to the content of your webpage.
  • Incorporate these keywords naturally into the meta description.
  • Make sure the keywords flow smoothly and make sense within the description.
  • This helps search engines understand the relevance of your webpage and show it to people searching for those keywords.
  • However, remember to prioritize creating a compelling and accurate description that attracts readers while incorporating keywords.

Including targeted keywords in your meta description helps your webpage get noticed by the right people.

These keywords are words or phrases that relate to your webpage’s content. When you use them in the meta description, search engines understand what your webpage is about.

This means that when people search for those keywords, your webpage has a better chance of showing up in the search results.

So, remember to include relevant keywords in your meta description to improve your webpage’s visibility and attract the right audience.

Include targeted keywords: 


Highlight value proposition:

To attract users, it’s important to clearly explain the benefits and unique selling points of your content.

This means you should clearly communicate what makes your content special and how it can help users.

By doing this, you can catch the attention of people who are looking for those specific benefits or features.

So, make sure to highlight the advantages of your content in a clear and compelling way to attract users and make them interested in what you have to offer.

Here are some tips to highlight your value proposition:

  • Find the key benefits and advantages of your content.
  • Think about what makes your content special or different from others.
  • Showcase these benefits in your meta description.
  • Explain how your content can help or provide value to the users.
  • Use persuasive language to grab their attention and make them curious to learn more.

Highlight value proposition: 


Maintain relevance:

To make sure the meta description is relevant, it should give a clear idea of what the page is about.

This helps users know what to expect when they click on the page. It’s important to accurately describe the content in a simple and understandable way.

This way, people will know if the page is what they’re looking for and can decide if they want to visit it.

Here’s how you can do it:

  • Make sure the meta description provides a truthful summary of what the page is about.
  • Avoid exaggerations or misleading information.
  • Highlight the key points or main focus of the page.
  • Use clear and concise language to convey the content accurately.
  • Double-check that the meta description aligns with the actual page content.


Write compelling copy:

Write interesting and convincing short texts that make people want to click and visit your website.

These descriptions should be engaging and persuasive, using words that grab their attention and make them curious about what you have to offer.

Here’s how you can do it:

  • Use persuasive language to create an engaging meta-description.
  • Highlight the most exciting or valuable aspects of your website’s content.
  • Create a sense of curiosity or urgency to encourage users to click.
  • Be brief and to the point.
  • Use strong and descriptive words to capture attention.

Write compelling copy: 

Create a call to action:

Sometimes, when you search for something on the internet, you may have noticed certain words like “Learn more,” “Download now,” or “Get started” in the description.

These words are called a “call to action” because they prompt you to take a specific action. For example, 

  1. if you see “Learn more,” it means you can click on the link to get more information about a topic. 
  2. “Download now” means you can click to download something like a game or an app.
  3. “Get started” encourages you to click and start doing something, like signing up for a service or starting an activity.

To make the meta description more effective, include words like “Learn more,” “Download now,” or “Get started” to encourage people to take a specific action.

So, when users see your webpage’s meta description in the snippet, they will click on it to find out more or to start doing something.

Create a call to action: 


Avoid clickbait:

When writing descriptions, it’s important to make them interesting, but it’s also essential to be honest.

Clickbait is something you should avoid. Clickbait uses exaggerated or false claims to get people to click on something.

It can be misleading and disappointing because it doesn’t deliver what it promises.

So, when creating descriptions, make sure to be truthful and not trick people with exaggerated or false information.

It’s better to provide genuine and accurate details that match what users will find when they click on your content.

Avoid clickbait: 


Front-load keywords:

When writing a meta description, it’s a good idea to put important keywords at the beginning.

Keywords are the words or phrases that describe the content of a webpage. By front-loading keywords, you make them more visible and easier to notice.

This is helpful because search engines and users pay more attention to the beginning of a description.

So, if you want your webpage to be easily found and understood, make sure to include important keywords at the start of your meta description.

Front-load keywords: 


Appeal to emotions:

When writing a short description for a webpage, choose words that make people feel things like happiness, curiosity, or excitement.

These are called emotions, and they are the feelings we have. By using words that connect with people’s emotions, you can make your description more interesting and encourage people to engage with it.

For example, if you’re talking about a product, use words that make people feel excited or satisfied.

Or if you’re sharing helpful information, use words that make people curious or eager to learn.

This way, you can get people’s attention and make them more likely to click on your description when they see it on Google search results.


Consider the user’s intent:

When you write meta descriptions, it’s important to think about what the person searching wants to find.

This is called the user’s intent. To get more people to click on your webpage, you need to write meta descriptions that match their needs and interests.

So, think about what the user is looking for and make sure your description shows that.

When you do this, more people will click on your webpage, and you’ll have a better chance of getting visitors.

Consider the user's intent: 


Avoid duplicate meta descriptions:

Make sure that each page carries a unique meta description on your website. Using the same description for multiple pages can cause confusion.

Give each page its own special summary to help search engines understand its content and provide a better user experience.

Avoid duplicating meta descriptions and create unique summaries for every page on your website.

Sure, here are some of the reasons why having a unique meta description for each page on your website is important:

  1. It helps people find what they’re looking for.
  2. It increases your click-through rate (CTR).
  3. It helps you get a better position in search engine results pages (SERPs).
  4. Customized meta descriptions highlight page relevance.
  5. It helps you create a consistent and unified brand image.

Avoid duplicate meta descriptions: 


Test and refine: 

After creating meta descriptions, it’s important to test and improve them. This means regularly checking how well they are doing and making changes if needed.

Monitor and analyze the performance of your meta descriptions to see if they are getting good results.

If not, make adjustments to make them better. By testing and refining your meta descriptions, you can improve their effectiveness and attract more people to your webpage.

Remember to keep evaluating and making changes to get the best results possible.

Here are some tips for testing and refining your meta descriptions:

  • Use Google Analytics to track the performance of your meta descriptions. Google Analytics will show you how many people see your meta descriptions and how many people click on them.
  • Try different versions of your meta descriptions. You can change the words, the order of the words, or the call to action.

Test and refine: 


Wrapping it up.

Understanding meta-description best practices is crucial for effective website optimization.

A well-crafted meta description can significantly improve your website’s visibility in search engine results.

To write a perfect meta description, focus on concise and relevant information that accurately represents the webpage’s content.

Incorporate relevant keywords naturally, and ensure the description is unique for each page.

Keep it within the recommended character limit and make it engaging to entice users to click.


Frequently Asked Questions (FAQs)


What is a Meta Description?

A meta description is a short, descriptive text that appears in search engine results pages (SERPs) below the page title.

It is used to give users a brief overview of the page’s content and to encourage them to click on the link.

Meta descriptions are not directly used by search engines to rank pages, but they can be an important factor in click-through rate (CTR).

A well-written meta description can help your page stand out from the competition and attract more clicks.


What Is The Best Practice For Meta Description?

The best practice for meta description is to keep it under 160 characters, use sentence case, be accurate, descriptive, and concise, match search intent, and only include your target keyword where it makes sense.

You should also create unique descriptions for each page on your site and avoid duplicate meta descriptions.


How Long Should a Meta Description Be: Best Practices?

The best recommendation for how long should a meta description be is to keep your descriptions somewhere between 150-160 characters in total.

This is because Google will truncate meta descriptions that are too long, so you want to make sure that your most important information is visible.


What Are the Best Practices for Moz Meta Descriptions?

Moz recommends that meta descriptions should be:

  • Unique: Each page on your site should have a unique meta description.
  • Descriptive: It should accurately describe the content of the page so that users can decide whether or not to click on it.
  • Compelling: The meta description should be compelling enough to make people click on the link.
  • Keyword-rich: The meta description should include the target keyword for the page.


Meta description length checker tools

Following are some popular meta description length checker tools:

  2. totheweb
  3. webyurt
  4. Countingcharacters
  5. ezlocal


More SEO Best Practices:

Title Tag Best Practices for SEO: Write Best Meta Title

URL Structure Best Practices for SEO

Internal Linking Best Practices in SEO

How to Name Images For SEO? Best Practices

10 Meta Title and Description Length Checker Tools