Search engine optimization: transform your meta descriptions
Fine-tuning your search engine optimization (SEO) strategy should be one of the first things you consider before launching a website. In fact, SEO (also called “natural referencing” or “organic referencing”) enables you not only to increase the visibility of your company but also to position your website among the top results in search engines, namely Google. As we’ve already established in previous blog posts, Google’s algorithm is complex and in a constant state of evolution, which is why it’s so important to keep up with the latest practices.
On the long list of SEO ingredients, you’ll find the meta description (or “description tag”), which belongs to the on-page SEO category. Its purpose is to optimize web pages individually to promote better search engine rankings and encourage the most relevant traffic.
Meta descriptions are important for maximizing SEO
Description tags are comparable to the front and back covers of a book, as they provide important information in a concentrated form!
What exactly is a meta description?
A meta description is an HTML tag that indicates the content of a webpage. In search engine results, it appears underneath the page title and URL. It’s a short extract that summarizes the content of your webpage. For it to be visible in its entirety in Google search results, it cannot exceed 160 characters (including spaces). Therefore, it must be clear, precise, sensible and explicit.
Why is it important?
-
A meta description is an essential tag for two primary reasons:
- It enables search engines to “understand” your page’s subject matter
- It helps you increase your website’s click-through rates
While Google claims that its ranking algorithms don’t take description tags into consideration, meta descriptions make it possible for internet users to understand what your website is about.
Description tags are important because they give internet users a convincing reason to click on the URL and visit your webpage. As such, they give you an opportunity to stand out from your competitors in order to attract more visitors.
How to improve the meta descriptions on your webpages
The best way to optimize these tags is to write them in such a way as to prompt more clicks. In fact, the more you optimize them, the more clicks they’ll generate, which in turn will improve your SEO.
-
For maximum SEO, make sure to observe the following recommendations:
- Do not exceed the standard length
- Include a primary keyword
- Include a call to action
- Reflect the content of your page
- Include a marketing argument
- Do not duplicate description tags
In search engine results, a meta description functions as a hook. It’s the equivalent of a mini sales pitch for your webpage, giving internet users a compelling reason to click on the link. Therefore, it shouldn’t be too vague. Furthermore, this tag should ideally contain a maximum of 160 characters. If it has more than that, it will be truncated. On the other hand, if it’s too short, Google will ignore it.
For Google to give your webpage a good ranking in search results, your meta description must contain a primary keyword related to the content. However, avoid abusing synonyms for your keyword in your descriptions. Otherwise, the search engines may penalize you.
Incite internet users to click on your link by piquing their curiosity with a call to action, such as “Contact us today,” “Learn more,” “Free trial” or “Book now at no charge.”
A meta description must correspond to the content of your webpage. It must be descriptive and sensible, as Google will analyze the semantics of the tag and penalize the website if the description is misleading.
To stand out from your competitors, write catchy phrases containing precise, relevant information. To do this, you can write in a casual, conversational tone and include a question.
Every page of your website must have a unique description in order for search engines to differentiate one from another. Take the time to create original tags for each page, unless you want Google to penalize you.
An effective plugin to help you create SEO content
A high-performance tool that will help you maximize your web pages’ SEO and the relevance of your meta descriptions is Yoast SEO. This plugin will help ensure that your website meets the highest technical standards in terms of referencing. It will also give you the tools you need to optimize your content for natural referencing and overall readability, including the number of characters, keywords to add and more. Yoast SEO can recognize related keyword phrases, keyword phrase synonyms and different forms of keywords, enabling you to write in a style that’s more natural, thus making it easier for you to improve your content, both for the search engines and for your target audience.
Would you like to maximize the SEO of your website pages? Are you unsure about how to write your meta descriptions? Call on the professionals at BJMédia. They’re SEO specialists! As such, it would be their pleasure to address all of your needs and share their expert advice with you.