Mastering Meta Descriptions: Boost Clicks from Google

There's more to ranking higher in Google than focusing on keywords, backlinks, and on-page SEO. It's called the meta description, and is one of the most under used SEO tools used by websites. A meta description is the short descriptive paragraph of around 150 to 160 characters that appears below your page title in search engine results. 

精心撰写的元描述不仅仅是对内容的概括，它本质上是对您网页的广告宣传。正是您的描述说服了搜索者选择您的网站而不是竞争对手的网站。一个优秀的元描述可以显著提高点击率 (CTR)，从而带来更多来自谷歌的访客！

In this guide, we’ll explain what meta descriptions are, why they are important, and the best practices for writing meta descriptions.

What is a Meta Description?

A meta description is a short paragraph of about 150-160 characters which summarises the content of a web page. It is not visible on the live page itself as it is hidden in the meta tag code, but is seen in search engine results pages. In a Google search, it looks like this:

You can think of a meta description as being like an advertisement for a page in your website, seen only in search engine results. It has the role of persuading Google (and other search engines) users to click on the link to visit your page, and not someone else's.  Here's an example of a meta description:

• Page Title - Affordable Web Hosting for NZ Businesses
• Meta Description - Get reliable and affordable web hosting tailored for NZ businesses. Enjoy fast speeds, SSL certificate and local support. Start today.

Why Are Meta Descriptions Important?

Google has said that meta descriptions are not a direct ranking factor, in that they do not influence where a page appears in search results. However, meta descriptions do impact on how many people click the link to your web page. Having a higher CTR or click through rate signals to Google that your page is valuable and relevant to searchers, which can indirectly help with ranking.

Meta descriptions are important because they:

1. Boost click through rates - a compelling meta description can attract more click throughs
2. Give a positive first impression - this could be the first time a customer learns of your brand
3. Send qualified traffic - a clear meta description lets users know what to expect on your page, which reduces bounce rates
4. Share what makes your page unique - gives you the opportunity to highlight your value proposition

Best Practices for Writing Meta Descriptions

Google has specifically recommended that each page has its own unique description, that relevant information about the page content is included, and that the descriptions are truly descriptive. Additional best practices for writing meta descriptions include:

• Keep the meta description short - ideally your meta description should be between 150-160 characters. If it is too long, Google will cut it short.
• Use keywords naturally - be sure to include your keyword in the description, but avoid excess usage of it.
• Write for humans first - your meta description will be read by humans who will be the ones deciding whether to click on your page link or not.
• Avoid duplication - every page on your website needs to have its own unique meta description, because every page should have unique page content.
• Use a call to action - encourage readers to take action with prompts like learn more, try free, compare and discover. 

For more information on meta descriptions, take a read of our articles Human Vs AI Generated Meta Descriptions, 如何优化网页元标签 和 What is a Meta Description and How to Write One.