Study: meta descriptions are very important – how to write them

A new study shows that meta descriptions are a very important SEO element. When asked which factor has the most significant impact on their decision to click a result, 62.9% responded it was the description.

get the click with good descriptions

Optimized descriptions help you to increase the number of clicks that your listings get. Read this article to learn how to get more clicks with optimized descriptions.

How to get better descriptions

Google displays a short description of the listed page on the search results page. Google will create its own description of your page if they find that the meta description of your pages is not good enough.

For that reason, it is important to create good meta descriptions. The meta description is the description that is listed in the meta description tag in the head section of your web pages. It looks like this:

<meta name=”description” content=”This is an example of a meta description. This will often show up in search results.”>

1. Keep your description short

Although Google sometimes displays longer descriptions, it’s usually best to use short descriptions that do not use more than 160 characters. Quickly get to the point in your descriptions.

2. Answer questions in the description

Many searches on Google are related to a particular question. Try to answer that question in the web page description. Google also uses pages that answer questions for featured snippet listings. Remove a small part of the answer from the description so that people have a reason to click your listing.

3. Be emotional

Include emotional words in your meta descriptions. ‘Powerful‘ descriptions with ‘enormous‘ benefits and ‘unparalleled‘ results will get you more clicks. Try to create curiosity, joy, urgency, etc.

4. Tell your website visitors what to do

A strong call-to-action in the description text can lead to many more clients. For example, use sentences such as ‘Get your free trial now’ or ‘You can save $10 if you order today’ in your description.

5. Use different descriptions on different pages

Each page on your web page should have its own description. Using the same description on all pages is not a good idea. In that case, it’s better not to use the meta description tag at all. Use targeted descriptions on your web pages to maximize the number of clicks that your listing will get.

6. Try to get listed with a rich result

Rich results are results with images, ratings, additional links, etc. These results stand out on Google’s results page. To get listed as a rich result, the page must contain structured data code. The Rich Results Creator tool in SEOprofiler helps you to create structured data code quickly and easily.

Optimize your web page descriptions now

Now is the best time to optimize your web page descriptions. The sooner you start to optimize your pages, the sooner you will start to see more website visitors. The SEO tools in SEOprofiler help you to improve your rankings:

Try SEOprofiler now

Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.