What is Meta Description? How to Write the Perfect SEO Meta Description?

A meta description can be defined as an HTML tag used to describe the content of a web page and appears in search engine results below your website, your page’s title, and your URL.

Meta description, in a sense, is like a 2-3 line summary of the content on that page; For visibility on Google, it is recommended that the meta description be between 130-160 character bands. Not all of the longer meta descriptions are displayed by Google, the rest of the sentence is expressed with “…” (three dots). Although the officials of the search engine companies say that “There is no direct effect on the ranking factor” for meta tags, the meta description is a detail that should not be skipped in terms of website SEO and under the umbrella of on-page SEO. 

Although it is stated that it does not directly affect the ranking, meta tags on websites, which date back to ancient times, still maintain their importance today. In our article, we will address the importance of meta descriptions in terms of organic traffic and social media, and we will also discuss the points to be considered when writing the right meta description. We are here with a complete guide on Meta Description. Now Facebook will give so much extra money for making reels

Why Are Meta Descriptions Important for Organic Traffic?

Meta descriptions, which are the “under-the-headline summary” of your web page, can affect your website’s total click-through rate (CTR). Click through rate represents the percentage of users who clicked on your search result out of the total number of users who viewed your search result. Although the meta title tag is seen as the most important criterion for CTR, the meta description also gains importance at this point. Since meta descriptions appear together with the page title and URL among the search engine results (SERPs), well-written meta descriptions increase the click-through rates of the results. 

When examined in terms of search results (SERP), the meta description section is the area with the highest number of characters for you to accurately describe and promote your page to users. You have the title section, which is expressed as a meta title, and a 50% slice to accurately describe your site compared to the URL. From this point of view, you also have the opportunity to move your website to a higher and higher quality point in terms of search results, that is, to increase organic traffic directly and free of charge. Many SEO experts agree that click-through rate (CTR) is a ranking factor for Google. 

Also, Google bolds prominent phrases in the meta description in terms of the keywords the user is actually querying. It even tries to improve the user’s search experience by darkening even close expressions in the meta description, even if the query is not exact in some specific searches. In this way, the user who makes the query tends to read the entire sentence or explanation to make sense of the bolded expressions. This action will show the brief summary of your web page to the user more clearly, attracting their attention and increasing the likelihood of the page being clicked. 

On the other hand, meta descriptions that are left blank or that are far from SEO-focused can have the opposite effect. Although Google automatically pulls a sentence or website menu as a description instead of the meta description you enter under some conditions, it is never recommended to leave the meta description blank in SEO settings or website codes. 

Although statistics indicate that Google displays the meta description for a page in 37.22% of that page’s listed results, and in the remainder, it shows the user a self-generated meta description based on the page’s content, well-written SEO-focused meta descriptions never have a positive effect on organic traffic.

should not be ignored. As one of the reasons why Google doesn’t display meta descriptions as entered in HTML code in every query, It is shown that he wants to prevent ‘deception-oriented cheats’ made in web pages and website coding. So, instead of writing meaningful sentences in the meta description, if you just filled this field with keywords entered one after the other, instead of listing this fraudulent description every time, the Google algorithm can pull a description that will be more useful to search engine users and show it in your search result. What is the Metaverse and how will it revolutionize the whole world?

But if you have done your On Page SEO, that is, on-site SEO work as it should be, in accordance with the rules, you do not need to worry. In the meta description, it automatically pulls, Google bot will show the correct and useful sentences for the keyword phrase in the query, which are also included in your site content.

Meta Description Example

Meta Description Example
Meta Description Example

What Is Considered While Writing Meta Descriptions?

Since click-through rate on search engine results pages (SERPs) is seen as a potential ranking factor, you should set up meta descriptions for higher click-through rates. 

You can think of your search results as a traditional-style ad in a newspaper or magazine. Classic print advertising used headlines and slogans to entice you to either go to the store or at least call the store to purchase a product.

In search results, the title of the page is your ad title, your meta description is your slogan, and the URL is your shop’s address. Since a meta description is essentially a micro persuasion step for a web page, you should complete this area with a call to action that will get people to click on your listed web page. 10 Tips for Creating an Excellent Job Description

Pay Attention to Correct Language Use

Instead of complex sentences, prefer a concise expression. 

Although meta descriptions contain serious language, especially for corporate pages, you can choose a style that users can empathize with in a way that is compatible with your website or page. Successful examples of advertising appealing to human emotions are numerous. At the same time, if you are marketing or selling a product or service, it would be a good strategy to give users confidence-inducing and clear messages. Do not hesitate to mention the benefits you offer to your web page visitors. 

If your meta description is vague, users may ignore your site. Because there are many more results to click on besides your web page. 

Be sure to check how the meta description looks with a SERP preview tool before going live. These tools can be found in the “SEO Settings” applications or plugins in the administration panel of your site. 

Be Unique and SEO-Friendly

While paying attention to all these points, you should also pay attention to the fact that your text is careful in terms of SEO studies. Considering the heavy keyword volumes of your website or page, when the meta descriptions you create are compatible with the meta title, the likelihood of Google showing you higher to the relevant users will increase. On the other hand, be careful not to stuff the entire description with just keywords. Within 160 characters max. Build your sentences with 3-4 keyword phrases. 

When optimizing a page for SEO, you should ensure that both the content and meta tags are 100% original. Creating original SEO-focused text also applies to your meta description. Never copy/paste another site’s meta description or meta title, even if it covers the same topic as yours. Determine the target topics of your site or page and your unique keywords in order to provide the purpose of the users browsing in the SERP in the clearest way. 

Also, take care to enter separate descriptions for each page on your website. Different page descriptions should not be copied/pasted imitations of each other. 

Note the character limit; If the text you write in the meta description is too long, it will be listed in the search results as Google abbreviated and users may not be able to access the data about your site clearly. Staying within certain character limits (140-160 characters) also supports SEO. 

Another point that should be mentioned at this point is the applications that create automatic meta titles and meta descriptions, which have become increasingly common in recent years. Although these online or mobile applications, which use an adapted version of artificial intelligence, seem to make the job of content creators easier at first, it should not be overlooked that this software has a margin of error since we are still a software product in the end. 

Keep in mind that automated programs that offer you different meta description alternatives with the keyword phrases you provide may recommend similar phrases to other users. It’s always helpful to have multiple suggestions, but rather than using them as is, edit your original description of the content of your site or page to fit within 150-160 characters. How to Create an Awesome Gift Tag

Don’t Overwhelm HTML with Meta Tags

Do not use multiple Meta Descriptions on the same page. John Mueller, one of Google’s experts, said on a question at a seminar in May 2020 that using multiple meta descriptions would not create any advantage in terms of Google results. Mueller strongly noted that Google can handle extra titles and meta descriptions, but publishers should stick to writing a single meta description and a single title tag per page. Instead of trying to attract more Google’s attention by entering multiple meta titles, set up a single meta description with accuracy and user experience. TOP 15 Marketing Tips on WhatsApp

Don’t Ignore the Social Media Presence of Meta Tags! 

Although we have only talked about Google search results and their effect on SEO work so far, remember that meta tags and meta descriptions for these tags will affect how your website or page looks on different social media channels. When users share your page link on social media, meta tags are pulled by the system as both title and meta description, and the HTML codes become visible by turning into a box with the URL. 

If there is an image in the URL shared in this box, it provides complete integrity, giving a brief summary at first glance to the user in terms of meta tags. Moreover, this is not limited to channels such as Twitter and Facebook where content is shared; In the links shared in communication-based applications such as WhatsApp or Telegram, the image, You can see that the meta titles and meta descriptions are captured by the application and shared as a single tile. This data shows us that meta tags should be set up properly in every aspect and in fact, the user’s experience should be at the forefront.

How to Write the Perfect SEO Meta Description?

  • Think with the logic of a search engine, putting the user experience first. 
  • Stay away from copying/pasting and be original. 
  • Don’t be fooled by the optimum length. 
  • Drive the reader to action (i.e. click your website)
  • Use your target keyword in a balanced way.
  • Stay away from automatic meta description generators as much as possible.

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