What Are Meta Descriptions?
Meta descriptions appear in search results (SERPS) for users to read when they search for related keywords/phrases. The primary goal of a meta description is to provide value to users searching for information and drive clicks.
Meta descriptions are included in the html code on a webpage. Theoretically, meta descriptions do not influence search algorithms in ranking webpages; However, they could impact whether a user clicks through to your webpage, so they are still an important element of on-page ranking factors for any webpage/blog.
How to Write Meta Descriptions
Meta descriptions are an opportunity to experiment with great ad copy. Descriptions on each page should be unique, otherwise how will the user know which page best meets their needs? Additionally, you don’t have to write a meta description for every page, especially if it’s content heavy, as the search engine will pull something that best matches the user query.
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Keep your meta description between 155-160 characters.
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Use complete sentences.
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Match the description to the content on the page. Do not pad it with extra keywords.
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Do not include quotation marks as Google cuts off that description at the quotation mark.
You probably should remove any characters that aren’t text or numbers from the description (this obviously does not mean apostrophes or commas but less commonly used symbols or punctuation).
The more compelling your meta description, the more it will stick out. Try not to be boring (within reason) and get started optimizing your webpages for your users.
Consult our on-page SEO ranking factors for more information about how to optimize your webpages for search.
TO CTA or Not to CTA?
Current trends suggest using a CTA in your meta description can boost user engagement.** Because our content varies so widely across our webpages, use a CTA in your meta description at your discretion. For example, a CTA on scheduling an appointment is a great option. A CTA for a conditions page might not be the most important information you could use. Keep the user in mind and use your best judgement when adding CTAs.