A Brief SEO Marketing Guide to Writing Meta Descriptions

Making your website as palatable as possible for users is a balance of so many things. Web design and SEO marketing must come together so that your business can make the most out of your online presence. 

One might think that, in the modern age, the meta description no longer matters. This couldn’t be further from the truth, as this is an element of on-page SEO you cannot ignore. Your meta description can help you stand out from other search results, boosting your rankings and relevance. 

But What is a Meta Description?

The meta description is the short text that appears under the page title when your website is listed in a Google search. It often describes the content of the page, allowing your audience to decide whether or not your website is worth visiting. 

Much like a blurb on the back of a book, it should answer the following questions:

  • What is the page about?
  • Why should the user visit it?
  • What information does the page provide?

Your meta description should stand out and be as compelling as possible, lest your customers find that another link is more relevant to their concerns. 

The Qualities of Good Meta Descriptions

Aside from answering these questions, meta descriptions have certain standards they should follow. In this section, we are going to talk about those standards in detail:

1. It must open strong

Even if the meta description is just above a hundred characters, it is highly unlikely that users will take the time to read all of it. As such, it must open strong and provide the relevant information as quickly as possible. 

Take the follow examples:

  • “The best pizza and Italian food is right here, at Name’s Italian Bistro and Pizzeria.”
  • “Name’s Italian Bistro and Pizzeria makes the best pizza and Italian food in town.”

The first one will likely be appreciated for someone googling a pizza place, while the second benefits those who know Name’s Italian Bistro and Pizzeria by name. The first one opens a wider net of search, while the second one lends better to specific inquiries. 

2. It must be concise

Meta descriptions, at most, are limited to 160 characters. That means it must be as concise as possible, with short sentences, no redundancies, and a clear point. Every word and character must add value to the whole text, otherwise you are wasting precious space. 

3. It must contain the relevant keywords

Keywords are a major component of search engine optimization. The better the placing of the keywords around your website, the better. This includes the meta description. If you manage to include one or more of your most important keywords in the meta description, you would be increasing the likelihood of matching with your target audience. 

That being said, the importance of not overstuffing with keywords stands. It must sound as natural as possible. After all, you’re writing the description for users—not indexing protocols.

Final Thoughts

There is no part of your website that you can neglect when it comes to SEO marketing. It may sound meticulous, but the importance of being attentive to the details cannot be overstated. The results, after all, will be totally worth it.

If you’re looking for digital experts to help with your SEO marketing, send us at Fivestarlab a message. We create expertly delivered digital solutions for modern businesses. 

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