Meta descriptions, also known as snippets, are the characters you see under URL titles. They inform potential visitors what to expect when they click onto your webpage. Meta descriptions are essentially virtual salespeople for your business and its online posts, so creating effective ones will impact whether or not your company stands out from the crowd.
Don’t exceed 160 characters. Like Twitter, meta descriptions have a character limit. The character limit is 160, including spaces, so it’s important to keep that character amount under the limit so search engines don’t cut them.
Include keywords from the title of the webpage. Keywords are the words people search when looking for your business or content. Keywords are crucial to digital marketing. When you include keywords, search engines will highlight them, catching the eye of the searcher.
Don’t make it clickbait. As tempting as it is to write a juicy description, if your meta description doesn’t authentically convey the page visitors will land on, people will lose trust in your business.
Utilize Yoast SEO. If your business uses WordPress, you should consider downloading the plugin, Yoast SEO. It grades your web content on its readability, focus keywords, and meta description.
Don’t forget to write one. Meta descriptions are advertising copy. When you neglect to write one, you’re neglecting search marketing. Additionally, when you don’t write one, search engines will take a snippet from the first paragraph on the page.