What are Meta Descriptions? A Beginners Guide

If you’re wondering ‘what are meta descriptions?’ and why does everyone in SEO keep talking about them, you’re not alone. Meta descriptions are a simple and effective way to improve your online presence.

This guide will explore ‘what are meta descriptions’, why they matter and how you can write your own to get people clicking onto your website.

What are Meta Descriptions?

A meta description is a short snippet of text summarising your website’s content which shows up on the search engine results page, below your page title.

Although meta descriptions aren’t a direct ranking factor on Google, they hold a lot of value for your website’s performance.

Their primary purpose is to grab the attention of online users and entice people to click. An effective meta description will increase the number of visitors to your website and, importantly, visits from the right people will drive conversions.

You can think of meta descriptions like a movie trailer. It won’t give away the whole story, but gives just enough for people to decide if they want to see more.

And lets be honest, if nobody’s clicking through to your website, it doesn’t matter how good it looks or how helpful it is, it’s not doing its job.

Why do they Matter?

Now you know ‘what are meta descriptions’. You might be thinking “If meta descriptions don’t directly affect rankings, does it really matter if I don’t have one?”. It does!

A helpful, clear and compelling meta description makes all the difference in determining whether someone scrolls past or clicks on your page. Overtime, this indirectly impacts your ranking on Google.

Meta descriptions matter because they impact:

• Click-through-rate: An strong meta description can significantly improve how often people click on your website. This shows Google that your website is relevant and valuable, helping it rank higher.
• Reflect search intent: If your meta description aligns with customers intentions, they’re more likely to click on while you can rest knowing you’re attracting the correct audience to your website.
• They set expectations: A clear and insightful meta description ensures customers know what they’re clicking on, reducing the bounce rate which can harm your online ranking.
• Understanding your content: Your content must be understood for it to be able to rank online. Meta descriptions are a way for search engines to understand your content, meaning you’re able to be indexed and found online.

Importantly, Google may not always show your meta description. For example, this may because they believe a different snippet of content to be more relevant to a search query.

However, it’s still worth writing one to avoid Google showing random snippets of your content instead. This can often be irrelevant and unhelpful for online users, reducing your click-through-rate and harming your online ranking.

How to Write a Strong Meta Description

Now we’ve answered ‘what are meta descriptions’ and why they matter, it’s also important to know how to write one that works. Below are some meta description best practices to help guide you.

• Meta description length: Ideally, they should be between 150 and 160 characters. This keeps your message within the limit before search engines cut if off, potentially hiding any valuable information from your audience.

• Include target keywords: You should include search terms your audience is likely typing into Google. This helps search engines see that your page is relevant, increasing the likelihood of it being shown in the search results.

If you’re unsure on what keywords are or how to identify relevant ones, read our blog on “Why Are Keywords Important?”

• Be specific and benefit-driven: You should accurately let people know what they’ll get by clicking. What value or answer are you offering?

• Have a clear call to action (CTA): These are small nudges which encourage users to click on and take action. Some examples include: Learn more, Discover how, Get started today, Find out why.

• Make it unique: A unique meta description will help differentiate your website from competitors, while also preventing any potential duplicate content issues.

If you’re looking for some inspiration, try searching your topic in Google and look at the meta description examples that appear.

Common Mistakes to Avoid

If your meta descriptions aren’t working for you, it could be down to a few common mistakes:

• It’s too vague: Saying “Welcome to our website” tells people nothing. Be specific about what’s on the page otherwise this can mislead users and increase bounce rates.

• It’s keyword-stuffed: Shoving in too many keywords makes it awkward to read and reduces its value.

• It’s copied from the page: Duplicating your introduction paragraph isn’t the same as writing a description. Make it purposeful.

• It’s the same across pages: Each page should have its own unique meta description tailored to that page’s content.

• Spammy claims: Avoid over-the-top phrases such as “best in the world” which makes users skeptical of your authenticity.

Conclusion: What are meta descriptions

Now we have answered the question ‘what are meta descriptions’, they might seem like a small part of your website, but they play an important role. Done right, they help the right people find your website, understand what you offer and feel confident clicking through. As our Director Kelly always says when she is asked ‘what are meta descriptions”, “the little things in SEO matter as much as the big ones and attention to detail is key”.

So if you’ve been skipping over meta descriptions so far, you’re missing out on easy wins.

They’re quick to write, easy to optimise and a powerful tool for turning impressions into clicks.

Need help writing or fixing yours?

We’re an SEO agency based in Birmingham, supporting businesses across the UK.

We can help make sure your pages are click-worthy and Google-friendly. Get in contact today.

Meta Description FAQ’s

What is the main purpose of a meta description?

Meta descriptions in SEO aim to get people clicking on to your website. It’s a short summary which lets others know what your page is about and why it’s worth their time. Essentially, it’s a chance to make a strong first impression.

Are meta descriptions still important?

Absolutely! Even though they’re not a direct ranking factor, they can determine whether someone scrolls past or clicks on your page. The more clicks you get, the better your website will rank and perform overtime. So, meta-descriptions play a big part in driving organic traffic to your website.

Do meta descriptions have to be unique?

Yes. Each page on your website should have its own tailored meta description. Duplicate descriptions can confuse search engines and reduce click-through-rates. A unique meta description will help your content stand out and set the right expectations.

How long should my meta description be?

Ideally, your meta description should be between 150 and 160 characters. This leaves you enough space to get your message across without being cut off in the search results.

Does Google look at meta descriptions?

Google doesn’t use meta descriptions as a direct ranking factor, but it does use them to understand your website and decide what to show in the search engine results page . If your description is helpful and relevant, it’s more likely to show up here, meaning more clicks for you.