How to Write Effective SEO Meta Descriptions

What is SEO?

SEO stands for ‘Search Engine Optimization’ which is the practice of optimizing web pages to increase visibility and traffic to your website through organic search engine results. Ultimately, the goal is to improve rankings so your website appears at the top of web searches.

What is a meta description exactly?

A meta description is an HTML tag of around 155 characters that summarizes the content of a web page. When you type a search query into Google, you’re led to a search engine results page ( SERP ).

You’ll see them in a page’s code as <meta name=”description” content=, followed by the written description.

<meta name="description" content="This is a page's meta description, usually a summary one or two sentences in order to try and get a user to click your link. "/>

Meta description example on a search results page

The Build Collective - SERP

Unlike the page title, meta descriptions are not a ranking factor, but they do entice users to click through to a page and are part of effective on page SEO. Overall, the focus is boosting conversions from organic searches.  

What are characteristics of a good meta description?

  • Keep it around 155 characters
  • Focus on the user / customer
  • Use active voice and make it inviting
  • Include a call-to-action
  • Make sure it matches the content of the page
  • Make it unique

We also have a more in-depth article regarding SEO and WordPress. Read more