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Meta Descriptions Matter: Here’s How To Write Excellent Ones


At some point, many of us have asked ourselves, “why would I need to add meta descriptions if Google will show the accurate text of my blog posts in the search results?” Well, because they’re more important than you think…

So what exactly is a meta description? It is the bit of information under the blue link of a search result. Its purpose is to describe the contents of a particular page to the person searching— with an end goal of persuading them to visit your site.

But meta descriptions don’t just need to please potential site visitors, they need to appease Google as well. If Google can read and understand your meta description content, chances are it will be easier for it to rank your page correctly.

Meta descriptions should be short, descriptive, and use keywords, but what else makes up an excellent one?

Answer the question

Many people turn to Google to answer their questions. Thus, your meta description should answer that question with a benefit or solution. Think about what main question your page answers and word the description accordingly.

Provide a solution to the challenge

It’s important to mention how or why your page will be valuable to readers. For instance, “Discover the 10 best stock trading programs for beginners and learn how they can begin to make you money and boost your market confidence.”

Keep it concise

Your meta description should not exceed 160 characters. Remember, the body of your webpage is where you’ll really educate your audience. This is just a quick summary.

Avoid overusing keywords

Pumping a meta description full of keywords is a quick way to look scammy, and possibly even confuse your readers. For example, “Stock market trading success offer that’s free to trial to be successful in making money” is a lot less appealing than “Learn the tips and tricks for making money in the stock market with this free trial.”

Be engaging, be unique

Sure, some businesses might need to have serious meta descriptions. But, if you have some wiggle room, show a bit of personality— as long as it stays true to your overall tone. Some descriptions may cover all your bases, but completely leave the personality out. “The ultimate stock trading course that is both interesting and educational” sounds a little less appealing than “Stock trading can be a bore. Learn how to dominate markets in a way that won’t put you to sleep” if you ask me.