What is a Meta Description?
When you search for something in the SERPs (search engine results pages), you’ll see a short summary that appears under the page title and URL. This is the meta description, also known as the SEO description or snippet. It is also displayed when a link is shared on a social media platform.
It gives users and search engines quick idea of what the page is about before accessing the full page. While meta descriptions don’t directly impact search engine rankings, they play a crucial role in encouraging users to visit your page by providing a brief, engaging preview of your content.
HTML code of the page:
<meta name=”description” content=” Digital Nomads HQ is an Award-Winning Full Suite Sunshine Coast Digital Marketing Agency, Proudly servicing clients locally and across Australia.”
Search snippet on Google:
Does Google Always Show Hardcoded Meta Descriptions
Traditionally, Google would always show the meta description as a search snippet. However, some studies have shown that this is not always the case anymore, with about 60% being replaced by Google.
Google will usually change a snippet for the following reasons:
- It’s irrelevant to the search query
- Keywords are overused
- It is unhelpful or low-quality
- It appears on multiple pages on your website
- A part of the page better matches the search query
SEO Best Practices for Meta Descriptions
- Make It Unique and Descriptive: Your meta description should clearly describe what the page is about, using language that grabs attention and encourages users to click through. Each page should have its own unique description that reflects its specific content.
- Keep It Short: Search engines typically only display up to 160 characters, so keep your meta descriptions concise while still informative. Make every word count!
- Be Relevant: Ensure that your meta description accurately matches the content on the page. Misleading descriptions can increase bounce rates, as users may leave if they don’t find what they expected.
- Do Not Duplicate: Avoid using the same meta description across multiple pages. Each page should have its own tailored description to improve its relevance and appeal in the search results. If you find that you descriptions are similar across pages – it might be a good idea to look at if any pages can be consolidated or combined to avoid cannibalisation.
- Do Not Keyword Stuff: While it’s essential to include relevant keywords, avoid overloading your meta description with them. A natural, reader-friendly description is far more effective than one stuffed with keywords.
