How Google Wants You to Create Meta Descriptions?

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Have you ever searched on Google and noticed that every result has a title and a description? That description is called a meta description. Usually, a website creates one such description for each and every single page on the website, but sometimes they don't. 

And search engines can use yours if you provide one, or they can come up with their own for each of your web pages if you don't provide one. So what makes an ideal meta description? Well, let's see what Google says about this. 

Google gives quite a bit of feedback:

  1. They don't want you just to list keywords in your meta description.
  2. Google doesn't want you to use the same meta description on each page. If you use this description on each and every single page, it doesn't really help Google know how one page is different than another.
  3. They don't want you to just summarize a page. And the issue is, if you just use a summary, it doesn't really provide much value. They can figure that out on their own. You got to make it more compelling.
  4. Don't make your meta description too short. If it's so short, then people really aren't going to know what they're going to get when they click on your listing. And if they don't know what they're going to get, do you think they're going to click? Well, some may, but a lot won't.

So if you follow Google's rules, you'll create an amazing meta description, right? Well, it helps you, but it doesn't really give you enough information to separate yourself from the crowd. 

In other words, Google's giving great tips, but there's nothing amazing there that'll teach you how to win. Not to mention, their job isn't to teach you how to win. Their job is to teach you how to create the best user experience, and you want to do that. But at the same time, you want to win. 

Also, we found that descriptions that are too long or too short don't get as many clicks. And you can get up to a 5.7% increase in click-throughs when the exact query that someone is searching for is also in your meta description. That makes sense, right? 

Someone searching for something, they see it within your title, the description as well, and even your URL; it all helps. Power words increase click-throughs by roughly 2.18% when you add them to the meta description.

You can also get roughly a 2 to 3% higher click-through rate for meta descriptions that contain emotions versus ones that don't have emotions. And the simplest one, if you add a meta description versus not having one at all, keep in mind if you don't have one, search engines can just pull it from your site or make up their own. But what we found is websites that have a meta description, no matter what it is, what it says, how short or how long it is, or whether it has a keyword or not. They get roughly a 5.8% higher click-through rate versus one that doesn't even have meta descriptions. 

So make sure you come up with a meta description for each and every single page. These percentages aren't that big, but every little bit adds up. The slightest difference could mean a few extra spots in your rankings. Now, we have tons of data on this kind of stuff, not just for meta descriptions but title tags, URLs, on-page SEO, and link building. 

Hope this information will help you create perfect meta-descriptions and significantly grow your website. 

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