Here's What You Need to Know About SEO Meta Description
When it comes to meta descriptions, there are a few misconceptions and outdated tactics out there. But what exactly is a meta description, what should it look like, and how can you leverage it for better rankings? At Media Masters Plus+, we have the answers.
What Is a Meta Description?
A meta description is a small "snippet" that appears on search engine results pages (SERPs) below the meta title and link. It provides a concise summary of your webpage's content, generated by your site's HTML code and indexed by search engines like Google or Bing. When a search query matches the content on your site, your listing will show up on the SERPs, typically accompanied by the meta description.
To attract clicks and drive traffic to your site, your meta description needs to be optimized within search engines' parameters. And one crucial aspect to consider is the length.
What Is the Ideal Meta Description Length for Google?
Meta description length is usually denoted by characters rather than words, and it can be somewhat flexible. While some SEO blogs may suggest including up to 300 characters, most Google previews only display about 150 characters (like the image above). On mobile devices, this number further decreases to 120 characters. Consequently, you have limited space to effectively convey your message.
Additionally, Google now measures meta description length in pixels. For desktop, the new limit is up to 920 pixels (approximately 158 characters), while on mobile, it's about 680 pixels (around 120 characters).
What About Other Search Engines?
Since the majority of search volume occurs on Google (about 90%), most meta description best practices revolve around Google's systems. However, for Bing and Yahoo users, the standard meta description length is about 168 characters (or 980 pixels) on desktop. Across search engines, the recommended meta description length for mobile searches is around 680 pixels (or 120 characters).
While optimizing for desktop searches may seem appealing due to the extra 48 characters, it's important to note that approximately 58% of all searches originate from mobile devices. To effectively connect with mobile searchers and users on various devices, it's advisable to trim down your meta description length. This can help increase click-through rates, ultimately impacting your SEO performance.
How Does a Meta Description Help SEO?
Contrary to some beliefs, meta descriptions do have a positive impact on your site's SEO. While Google's algorithm doesn't consider the keywords within your meta description for ranking purposes, it does take notice of click-through rates. A compelling and relevant meta description attracts searchers to click on your listing. When users engage with your page, Google's algorithm recognizes the connection between the search query and your site, potentially boosting your rankings for future similar searches.
Google's algorithm has significantly improved, and it can intelligently link your content to relevant search queries. Other search engines operate in a similar manner. Rather than treating a meta description like a keyword lottery, it's crucial to focus on crafting language that converts and appeals to your audience.
Write for Your Audience, Not Just Search Engines
Your meta description serves as a "free" advertisement, enticing people to click on your listing. Google itself acknowledges this by stating that good meta descriptions are short blurbs that accurately describe the content of the page, convincing users that it's precisely what they're looking for. At Media Masters Plus+, we understand the importance of creating compelling meta descriptions that attract and inform searchers.
The best meta descriptions are short, sweet, and convey the necessary information to the searcher. Google also bolds words that match the user's query, making it easier for searchers to identify relevant pages. Therefore, following meta description length best practices is crucial as it ensures that your entire "ad" is displayed, increasing the likelihood of attracting clicks.
Check Your Meta Description Length Before Posting
Monitoring meta descriptions is made easy with various free tools available. If your website uses a content management system like WordPress, platforms such as Yoast can help you update your meta title, meta description, and URL slug to align with keywords and content. For other platforms like SquareSpace or Wix, editing the HTML code directly on your page is necessary.
If you're not utilizing a plugin like Yoast, numerous websites offer free meta description analysis tools. Some popular options include Spotibo, SEOMoFo, EZ Local, To The Web (which includes a pixel checker), and MetaTags.io (which also provides social media snippet views). Additionally, you can use Microsoft Word or Google Docs to count characters. The key is to convey as much about your page's content as possible in a concise manner. Experiment with keyword phrases and wording to determine what resonates best with your audience. As you update meta descriptions on existing content and adhere to these best practices moving forward, monitor your page's improvement in rankings and click-through rates. This data will help you identify high-value pages as examples of "meta descriptions done right."
At Media Masters Plus+, we specialize in optimizing meta descriptions and enhancing your website's SEO performance. By implementing these strategies and crafting compelling meta descriptions, you can increase click-through rates, attract more visitors, and improve your overall SEO effectiveness.
Contact Media Masters Plus+ today to learn how we can optimize your meta descriptions and drive organic traffic to your website.