17 Aug

Best Practices when Writing Meta Descriptions

SEO diagram Every part of a page plays a role; the meta description is an important cog that makes the entire system work efficiently. It’s the short text that summarizes the content of a page. When a potential visitor reads this in a search engine result, it may determine whether he or she clicks on it. That’s why you need to write descriptions that are attention grabbing.

Online marketing experts from Utah cite the following best practices when it comes to writing meta descriptions.

Actionable Wording

Metaphors and beating around the bush won’t get you anywhere; be direct and concise, and use action words. “Shop now, available for a limited time only,” or “if you want to get ahead of the competition, find out more here” are some examples of attention-grabbing and action-oriented descriptions.

The Appropriate Length

There’s no exact number of characters because Google changes it or even adds a date that may lengthen the description unnecessarily. However, ideally, it should be around 150 characters. The pitch must be within that length to increase the possibility of a click.

Relevance to the Page

The description shouldn’t mislead those that see it. Make it relevant to the actual content of the page. Provide a teaser to entice a person to click and want to learn more about what you can do for them. Trying to game the system will result in a penalty from Google.


When writing a meta description, don’t forget to include a call-to-action. Make a direct but not aggressive pitch to those who will read it. Appeal to their sense of urgency and needs when you write descriptions to get a click.

Include the Keywords

Make it a point to integrate the keywords into your pitch. You get plus points with Google when the search terms match the meta description’s text and are relevant to the actual page’s content.

These are some of the practices you can follow when it comes to writing meta descriptions. Implement these to make your summary more appealing to your intended audience.