META DESCRIPTION


The Meta Description is an essential part of content management since it is often used by search engines, such as Google, on the Search Engine Results Page (SERP), to let people know a little bit more about the page before they click.

It is also used by social media websites in the anchor text, which again informs people on social media websites a little bit more about your page before they click to your page.


The Meta Description is therefore critical for:

  • CTR - to entice search engine and social media users to click on your page (i.e. improve your click through rate).
  • NOT SEO? - according to Google meta description is not used to rank your website, however, it is used in other search engines and should not be underestimated (i.e. improve your search engine optimisation)


PRO TIP:

OPTIMISING YOUR TITLE TAG FOR ALL USE CASES

  • You can use 300 characters for your Meta Description on Google. The number of characters increased in December 2017.
  • The Meta Description is not just used by Google, therefore it is best to write concise information about the article at the start of the description.


Your Meta Description is used in the following locations. 

  • Search Engine Results Page (SERP)
  • External Websites E.g. Social Media Anchor (such as an ad, or news feed link)


When optimising your title tag always consider the following:

  • Readability - should look natural
  • Relevance - should be about your page
  • Emotion - should encourage clicks
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