The meta descriptions of a website tend to make a big difference in how well a company’s business website can rank on search engine results pages. The meta description of a website is incredibly important because whenever an ad ranks for a specific keyword, search engines show the meta description to the users as a summary of the entire page. Because of that, the meta description of a website is just as important as the ad copy that a company decides to create. The number of clicks that are generated through organic search results tends to increase if the meta description of a website is interesting and attention-grabbing to the users of that search engine. That means the more people that see the company’s business website in the search results and are intrigued by the meta description that shows up underneath the headline, the more likely it is that they are going to click through to the website. This generates a lot more website traffic, which can directly increase the ranking of a business website.
Length
Although meta description can actually be any length, most search engines, including Google, tend to shorten any meta description snippet to approximately 160 characters. That means although it’s important to make meta descriptions longer so that the company can include as many descriptions as possible, it’s best to keep them short and concise.
Optimization
There are a few different ways that companies can create better meta descriptions that will indirectly improve their SEO efforts. One of those ways is by making sure that the meta description is short and to the point, while also using the space that search engines have given to companies to get their points across. By looking at search results on different search engines, the snippets that most of them tend to show range between 100 to 150 characters. Additionally, there are times when the search engine shows the meta description itself, and other times when the search results show a copy that’s taken directly from the body of the website. However, no matter what happens at the end of the day, it’s best to keep the meta description short and concise. That way, if any search engine decides to show what the company has created for its descriptions, it won’t get cut off automatically.
Language
In terms of how a company needs to use language to create a better meta description that will improve its SEO efforts, it’s important to make the meta description actionable in a way that will invite search engine users to visit the company’s website. That means ensuring that the description isn’t vague, boring, or difficult for people to understand. Put simply, potential website visitors need to know what they are going to get when they open the company’s website. Companies can also include a call to action inside the description, to make the description a lot more inviting. Finally, if a targeted search keyword matches part of the text inside the meta description, search engines are a lot more likely to use it, and even highlight it on search engine results pages. That means, if possible, companies should be using their targeted keywords in the meta descriptions, and if not, they can use specifications about their solutions.