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What is a meta description?

The SEO Meta description is the two-line summary displayed in SERP. Usually, the description is 155 characters, but more characters are automatically truncated by Google. The keywords in meta descriptions are applied for ranking purpose and proper meta description will improve the Click-through rate (CTR) for the page.

Meta Description Code Sample:


<meta name=”description” Content=”your page description”/>


What does the Meta description do?

The aim of a meta description for your page is to get someone searching on Google to click your link. That is meta descriptions are there to generate clicks from search engines. When your meta description is compelling there is more chance to get high Click-Through-Rate (CTR). If more people click your site or content then google considers your site as relevant & this helps to move up your website’s rank.

The characteristics of a good meta description :

  • Optimal Length:

Google keeps updating its meta description length. At present, it is up to 155 characters in length. So it is necessary to include the vital information in the first 155 characters of your Meta description.

  • Include Focus Keyword:

If the search keyword matches a part of the text in the meta description, Google will be more likely to use that meta description and highlight it in the search results. This will make the link to your site even more engaging.

  • Unique:

If your meta description is the same as those for other website pages, the user feels a negative impact on your pages.so it will affect your ranking.

  • Content Match:

The meta description needs to match the content of your page

How to include meta description in your page:

If you are using WordPress on a self-hosted domain then Meta descriptions can be quickly added to your content using simple plugins such as Yoast SEO. Just install it, and watch on every page/post for the SEO Features box that will ask you for a custom SEO title, meta descriptions, and other data. In CMS, you can add meta description in the head section of your site HTML.

Tips for writing a better meta description for SEO:

  • Write a compelling SEO

The meta description tag is very crucial in SEO as it draws readers to a website from the SERP.

  • Avoid duplicate metatag

The meta description for each page on your website should be unique otherwise it creates duplication issues and thus affects the SERP ranking also.

  • Avoid Double Quotation mark

Any time quotation marks are used in the HTML of a meta description, Google cuts off that description at the quotation mark when it rises on a SERP. To stop this from occurring, your best bet is to eliminate all non-alphanumeric characters from meta descriptions. If quotation marks are necessary for your meta description, you can use the HTML entity rather than double quotes to prevent truncation.

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(Head of Digital Marketing)

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