What does a good meta description contain?

1. Keep it up to 155 characters

The right length doesn’t exist : it depends on the bonus new member 100 message you want to convey. You should take enough space to convey the message but keep it short and snappy. However, if you check the search results in Google, you’ll mostly see snippets of 120 to 156 characters, like in the example below. Google says you can make your meta descriptions as long as you want, but there is a limit to what we can see in the SERPs — and that’s around 155 characters; anything longer will get truncated.

2. Use active voice and make it actionable

If you see the meta description as an invitation to visit your page, you have to think about your user and their (possible) motivation to visit your page. Make sure that your description isn’t dull, difficult, or too cryptic. People need to know what they can expect to find on your page. The example in the image below is the description you should strive to write. It’s active, it speaks to you and addresses you directly. You know what you’ll get if you click on the link!

3. Include a call-to-action

“Hello, we have such and such new product, and you want it. Find out more!” This overlaps with what we said about the active voice, but we wanted to emphasize it again. The meta description is your sales text. Except, in this case, the “product” you are trying to sell is the page that is linked. Invitations like Learn more, Get it now, Try for free come in handy, and we use them too.

4. Use your focus keyword

If the search keyword matches a part of the text in the meta description, Google will be more inclined to use it and highlight it in the search results. This will make the link to your site even more inviting. Google sometimes even highlights synonyms. In the example below, both the Academy Awards and Oscars are highlighted. Getting your results emphasized like that makes them stand out even more.

5. Show specifications, where possible

If you have a product in your Shopify or WooCommerce store aimed at the tech-savvy, it can be a good idea to focus on the technical specs. For example, you can include the manufacturer, SKU, price, etc. If the visitor is specifically looking for that product, you won’t have to convince them. Can the watch help us stay fit? Sign us up; that’s all we need to know. Note that to optimize your result in this manner, you should work on getting rich snippets.

6. Make sure it matches the content of the page

This is an important one. Google will find out if you use the meta descriptions to trick visitors into clicking on your result. They might even penalize you if you do it. But besides that, misleading descriptions will also increase your bounce rate. Which will also lower people’s trust in your company. It’s a bad idea for that reason alone. That is why you want the meta description to match the content on the page.

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