What is a Meta Description?
Meta description tags, while not important to search engine rankings, are extremely important in gaining user click-through from search results. These short paragraphs are a business opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they’re looking for.
The meta description should be well written, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page’s meta description is key. The description should optimally be between 150-160 characters.
Write Compelling Ad Copy
The meta description tag serves the function of advertising copy. It draws readers to a website from the search result and thus, is an extremely important part of search marketing. Crafting a readable, compelling description using important keywords can improve the click-through rate for a given webpage. To maximise click-through rates on search engine result pages, it’s important to note that Google and other search engines bold keywords in the description when they match search queries.
Meta descriptions can be any length, but search engines generally truncate snippets longer than 160 characters. It is best to keep meta descriptions between 150 and 160 characters.
Avoid Duplicate Meta Description Tags
As with title tags, it is important that meta descriptions on each page be unique. One way to combat duplicate meta descriptions is to create a dynamic and programmatic way to make unique meta descriptions for automated pages.