A Meta Description is an HTML attribute that provides users and search engines with a brief description of a web page's content. It is usually placed below the page's title in the SERPs and can affect the click rate (CTR) you receive.
If a company wants to be successful in the digital world, it should not overlook this attribute's importance.
While it is true that its use does not directly affect the ranking of search engines, its value should not be underestimated because being a description that accompanies the title of a web page and is displayed in most SERPs becomes a powerful tool.
When used intelligently, for example, in an SEO tag strategy, it can highlight the web page among others and persuade users to click on it, helping to increase the click-through rate (CTR).
One question webmasters often ask is, "What Should I Write In Meta Description? The answer is not so difficult, to succeed in creating these short paragraphs that represent a great opportunity to let users know what the content of a page is about, the following SEO practices can be done:
To make the link to a web page more relevant, it is recommended to make use of the keywords within the text of the meta descriptions; this can make search engines like Google use them and highlight them in the SERPs.
As the main objective of meta descriptions is to attract the attention of users to visit a page, they should include a call to action such as "if you want to know more, click here," "if you want a free trial, enter our website," "discover our offers and promotions" among others.
It is recommended that the length of the meta description be short, no more than 160 characters so that it is not interrupted by search engines.
If possible, texts can be included with part of the specifications of the product or service being offered, for example, brand, price, manufacturer, etc. This data can attract users looking for something very specific such as a technological product, a brand of shoes, among others.
It is of utmost importance that the page's content is related to the meta description to gain the trust of the users who click on it and decrease the bounce rate.
Suppose the content of the meta description is the same as that of another page. In that case, the opportunity to attract users will be lost because they will not be able to differentiate it. It will not attract their attention. Thus, it is not recommended to duplicate the meta description; on the contrary, it is better to make it unique and original.
The use of double quotes is not recommended because when used in HTML, Google cuts the description in them when they appear in the SERPs.
Meta Descriptions do not have a specific length, but it is recommended that it be 140 to 160 characters because search engines tend to cut the text that is displayed in search engine results; an example is the case of Google that does so from 155 to 160 characters. Of course, the length will depend on each particular case and the message you want to convey to users to make them click on the page and see its content.
Here are some examples of meta descriptions in the search results for the keyword "zoom":