Importance of Meta description in Search Engine Optimization
Your website is a great marketing tool. No matter how good you have designed it through your web designing company you need a good support thereafter through an SEO company to turn your intelligently designed website into a conversion tool. Meta elements are the basic informational tags in the HEAD tag of webpage code. Among many meta elements widely known are title, description and keywords. In this post I’ll write about meta description.
In a search engine result page, after the ‘title’ tag, it is ‘meta description’ which catches eye of search engine users. Hence while doing search engine optimization for your website, it is important to make the best use of meta description tag. When done correctly, it will turn to be a very valuable on page optimization tool for increasing website conversion rate.
Meta description is the short snippet of content a search engine uses to display on its search engine results. It acts as the summary of the webpage content. Even though Meta description is not important enough to be a search engine ranking factor it has a great influence on gaining user click through.
The sole reason for search engine optimisation is to get visits for your website from genuine visitors to whom you have value to offer either through products or services or information. SEO service is hence an important tool to do web marketing. Since meta description is what visitors see on the search engine results when they make a query and as this will decide whether they will click on your URL or not, it is only wise not to neglect the meta description tag.
Best practices to write meta description
1. Meta description is like an ad for your website!
So write it like an ad copy! It should be compelling and descriptive about what your web page offers! You might have noticed that matched keywords in the description from the search query are shown in bold in the search engine result. This in fact increases click through rate and helps visitors to quickly glance through the results and decide which page is the most relevant. Recommended length of meta description is 150 – 160 characters.
2. Every page of your website is different.
So maintain the uniqueness of meta description for every page. Duplicate descriptions is a bad practice in SEO . If your website has automatically generated pages (dynamic pages) you can programmatically generate meta descriptions easily.
3. Meta description is nothing but summary of the content in your page.
So make sure it represents the real content on your web page and not as manipulative tool to stuff keywords. While writing them use well researched, targeted keywords to represent the website content.
4. Avoid quotes in your meta description
It is better not to use any quotes or alpha numeric characters. Especially when double quotes used Google truncates the rest of the description. If you should use quotes for emphasizing meaning use single quotes.
The bottom line is, since visitors get interested to look through any link only if it is compelling enough, always keep in mind to communicate the benefits of what you offer in your meta description copy.