Meta description 

Article Recap :

  • Keep your meta descriptions lengths from 90- 320 characters (1,840 pixels) without forgetting its appeal to the webpage content

  • Consider employing the keywords your page is focusing on. Without forgetting that your description must be as compelling and attractive as possible for the searchers to click

  • Avoid duplicate meta-description. If you don’t invest in a unique meta description you will risk decreasing the click-through rate of your webpage

  • In some cases, not having a meta-description is rather a solution, especially if you are targeting long-tail key-words traffic 

What is a meta-description ? 

A meta description or meta tag (also called meta description attribute) is an HTML tag that brings a direct and succinct summary of webpage content. Search engines will display this description right below the title of a webpage in the SERPs.

Example :

meta-description emplacement

Code example :  
         meta-description code example 

What is the importance of a meta description ?

From a user’s perspective 

Well, you should consider the meta description as your second chance (being the title tag the first one) to seduce and convince users that your content is the most relevant for their query. For this reason, your meta description must, in some way, impact the users making them want to read your content. 

Meta-description and search engines

The information provided in the meta description is also important for search engines because it reinforces what your content is about. So, at the same time, you need to consider the quality and attractiveness of your description for Internet users and its clearness for search engines in order to  display them.

It is important to know that Google search engine, for example, can adapt your meta description to answer a specific user query, if the one you wrote is not “relevant enough” to it. In other words, if your meta description does not contain a valuable key-word for the content, Google will “create” and display a different meta description. That happens because Google is interested in increasing and improving the user's experience and the solution found to accomplish that was to restructure a not really relevant meta description of a webpage by using extracts from the given page's content. You may be asking yourself “ If  there is a chance for Google to reformulate my meta-description, why do I need to optimize it?”- It is simple, if you use a valuable (some would call it a “magic”) key-word in your meta description, it is sure that Google will display your meta-description. However, if it is not the case, you risk having a less strategic and personalized meta tag displayed in the SERPs.

Boost your click-through-rate 

Even if your meta description does not have a direct influence on your ranking, it will have a huge impact on your page click-through-rate and that will impact your page's probability of being raked. 

If you are interested in knowing more about meta-description strategies, you should follow the
4  best practices for meta-description Cocolyze has prepared for you :

  1. Focus on relevance rather than length : There is not a set limit for the length of your meta description, but we advise you to keep your meta-description lengths from 90 to 320 (1,840 pixels)  characters without forgetting its appeal to the webpage content.

  2. Clever, eye-catchy and searcher-based meta-descriptions : While writing your meta-tag you should consider employing the keywords your page is focusing on. Don’t forget that your description must be as compelling and attractive as possible for the users to click.

  3. SEO and duplication an endless discord story :  Avoid duplicate meta-description. It may sound repetitive but, just like title tags, your meta-description should be unique. You will be able to get indexed by search engines with your unique title tags, but if you don’t invest in a unique meta description you will risk decreasing the click-through rate of your webpage.

  4. Not having a meta-description can also be a strategy : If you are targeting long-tail keywords traffic you can consider not writing a meta-description. It could be a wise strategy, since search engines will populate a meta-description by themselves and you won’t risk writing a meta-tag that would rather detract the relevant ones search engines can make effectively and naturally .

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