The Description Tag is not used directly as a ranking signal. However, it is still very important for a couple of reasons.
On an SEO level it is important for the description to be short and to the point as we have limited real estate to get the message across.
It must contain the main targeted keywords, as Google will bold the search query (keywords) of the user which can draw the attention of the searcher.
The Meta Description must also be enticing enough to compel the searcher to click thru to our clients webpage. Additionally, there is research showing that SERP listings that receive more clicks will increase in ranking positions.
Most Search Engines will use the Meta Description Tag as their description within the Search Results pages which is exactly what we want. (Pro tip: Search Results Pages are also known as SERP’s.) For these reasons this makes it in our clients best interest to entice the searcher to click on our clients listing, and why it is ideal to have a great Meta Description complete with main keywords and a call to action.
Technical Data On The Meta Description Tag
- The description tag must 155 characters max (including spaces)
- Include the main targeted keyword(s)
- Include the geo location
- Use “&” instead of “and” to save space
- Must include a strong call to action (aka: CTA) See some examples below, obviously the CTA must be relevant to the specific webpage and the overall client website we are writing the Meta Description for.
- Free consultation.
- Free shipping.
- Fee quote.
- Get a quote.
- A+ BBB Rating.
- Free estimate.
- In business 10 years.
- Guarantees. (list a relevant guarantee they offer)
- View gallery.
- Shop.
- Buy online.
Example of a good Meta Description
This example is for a page that is about artificial playground turf in Los Angeles, California.
Meta Description:
SYNLawn Los Angeles installs artificial grass for playgrounds. Kid safe, low maintenance playground surface in LA. View photo gallery. Free consultation!
Notes on above Meta Description.
- Includes main targeted keyword
- Includes geo location and abbreviation
- Includes benefits “kid safe” and “low maintenance”
- Two CTA’s “view photo gallery” and “free consultation”
- And it all fits within the 155 character count