Adding meta descriptions and meta keywords helps improve your SEO. This means that when users search online for data similar to what is on your blog or website then your blog or website have a higher chance of appearing in search results.The meta description is a small piece of information usually made up of up to about 155 characters – a tag in HTML. A meta description summarizes the content that appears on a webpage. Search engines display the meta description in search results mostly when the searched-for words / phrase is within the meta description. Optimizing the meta description is crucial for on-page SEO.
WHY ARE META DESCRIPTIONS IMPORTANT?
Website content is not enough to guarantee success. Users have access to hundreds of thousands of available websites, and do not have the time have the opportunity to go through all sites. They mostly look at the top three most popular search engine results. If you want your website to show up in the top three search results then you will need to include meta descriptions that optimize your SEO.
Let’s look at a blog: The title of your blog should be as descriptive as possible. It gives the reader an idea of what type of content to expect from your blog. A blogger that does not take advantage of this eliminates the blogs chances of showing up in a search engine’s results.
Meta description benefits your blog in two ways:
It makes the search engine’s job easier by providing a concise description of the blog, and
It attracts users by providing a coherent and concise summary of the blogs posts.
How can you make your website / blog stand out in search results?
WRITE IN AN ACTIVE VOICE: You want to spur readers into action. You cannot do this if you written in a dull, lackluster voice. Use detailed descriptions that induce excitement in the reader.
INCLUDE A CALL TO ACTION: If you’re writing about a new product or service readers should be excited when they read your meta description.
INCLUDE STRUCTURED CONTENT: Write as much detail as possible, if you’re writing about a holiday, for example, include details such as the location, accommodation and tourist attractions.
META DESCRIPTIONS SHOULD MATCH THE CONTENT: Google sifts through meta descriptions that does not match content and may penalize a website guilty of this practice. However you should avoid repeating or boiler plating titles.
INCLUDE CRUCIAL KEYWORDS: If the search keyword matches text in the meta description, Google will display the meta description and highlight it in the search results. This will make the link to your site even more inviting. However you should avoid keyword stuffing. Limit the number of keywords you use to prevent coming across as “spammy” to users.
THE META DESCRIPTION MUST BE UNIQUE: Potential customers should be able to identify your page. If a number of pages display the same meta descriptions then customers will eventually get tired of searching through page after page of similar data. You want your website to stand out. Create a unique meta description that the customer will never forget.