How to create a good meta description • Yoast

The meta description is an HTML day that you can set for a contribution or page of your website. In it you can use about 155 characters to describe what your side is. If you are lucky, Google shows it in the search results under the title of your page. You can convince search engine users that your site offers that you are looking for.

In the search results of Google it can be displayed here:

And this is how it looks in the HTML code of the page:

The purpose of a meta description is simple: you have to search someone with a search term in Google to click on your link. In other words, there are meta descriptions to generate click engines of search engines.

Search engines say that there is no direct SEO benefit from the meta description -you do not use them in your ranking algorithm. However, there is indirect use: Google uses the click-through rate (CTR) to determine whether they are a good result. When more people click on their result, Google consider them a good result and move the ranking based on their position. For this reason, optimizing your meta description is important, as is the optimization of your titles.

Unfortunately there is no guarantee that Google shows the description you have written. However, since there is a chance, adding to your contribution or page is always worth the effort.

What does a good meta description contain?

Here is a list of elements you need to write a good meta description:

1. Keep it up to 155 characters
2. Use an active voice and make it implementable
3. Enter a call for action
4. Use your focus keyboard
5. Show specifications if necessary
6. Make sure it corresponds to the content of the page
7. Make it unique

Let’s go through you in detail!

1. Hold it up to 155 characters

The correct length does not exist; It depends on the message you want to convey. You should take enough space to convey the message, but keep it short and snappy. However, if you check the search results in Google, you will mainly see excerpts from 120 to 156 characters, as in the following example. Google says that you can make your meta descriptions as long as you want, but there is a limit for what we can see in the SERPS – and that’s around 155 characters. Everything is cut off longer.

Unfortunately, you cannot fully control what Google shows in the search results. Sometimes it shows the meta description and sometimes it only grabs a few sentences in your copy or generates something yourself. In any case, it is best to keep it short. If Google decides to display the description you have written, it will not be canceled.

2. Use active voice and make them implementable

If you see the meta description as an invitation to visit your page, you must think about your user and the (possible) motivation to visit your site. Make sure that your description is not boring, difficult or too cryptic. People need to know what to expect on their side.

The example in the picture below is the description you should write. It is active, speaks to them and addresses them directly. You know what you get when you click on the link!

3 ..

“Hello, we have a new product and you want it. Learn more!” This overlaps with what we said about the active voice, but we wanted to emphasize them again. The meta description is your sales text. In this case, the “product” that you try to sell is the linked page. Invitations like Learn morePresent Get it nowPresent Try free Take useful and we also use it.

4. Use your FOCUS keyword

If the search keyword matches part of the text in the meta description, Google is rather inclined to use it and highlight it in the search results. This makes the link to your website even more inviting. Google sometimes even lifts synonyms. In the following example, both the Oscar ceremonies and the Oscars are highlighted. If you emphasize your results like this, it stands out even more.

5. Show specifications if possible

If you have a product in your Shopify or WooCommerce store that is aimed at the technically experienced person, it can be a good idea to concentrate on the technical specifications. For example, you can include the manufacturer, the SKU, the price, etc. If the visitor expressly searches for this product, you do not have to convince you. Can the watch help us stay fit? Register us; This is all we need to know. Note that in order to optimize your result in this way, you should work on the search for rich excerpts.

6. Make sure it matches the content of the page

This is important. Google will find out whether you use meta descriptions to get visitors to click on your results. You could even punish them if they do it. In addition, misleading descriptions increase their bounce rate. This will also reduce people’s trust in their company. For this reason alone, it is a bad idea. For this reason, you want the meta description to match the content on the page.

7. Make it unique

If your meta description matches other sides, the user experience in Google will be hindered. Although their side titles could vary, all sides appear the same because all descriptions are identical. Instead of creating double meta descriptions, you should better leave them empty. Google selects a section from the side that contains the keyword used in the query. Apart from that, writing a unique meta description for every page you want to manage is always the best practice.

Adding a meta description is easy if you are on WordPress or Shopify and use Yoast SEO. First of all, you can write it in the “Search out” section of Yoast SEO. But Yoast SEO also gives you feedback in SEO analysis. The plugin checks the meta description length and whether you used your focus keyboard. So let us see how the plugin helps you and what you can do with it.

Use AI to generate meta descriptions in Yoast SEO Premium

Yoast SEO Premium has our Yoast AI generate functions that contain generation with AI-driven meta description. This meta description generator brings the power of the generative AI to your fingertips and creates an appealing and optical meta descriptions with just one click. With the help of extended algorithms and machine learning techniques, it creates creative and appealing meta descriptions, whereby your audience captivates while fulfilling search engine stands.

This function simplifies your meta description optimization process and completely corresponds to the best SEO practices. It improves the user experience, reinforces the visibility of your website and effortlessly leads high -quality organic traffic to your website. With this outstanding AI generator, you effortlessly increase your SEO performance and generate excellent meta descriptions that you characterize.

What does the keyboard do in the meta description evaluation in Yoast SEO?

This test is about using the keyboard in the meta description. A focus keyboard is the search term for which you want to rate a page. If people use this term, they want them to find their site. They support their keyboard on the key answer search. According to your research, you should receive a combination of words that the largest part of your audience will likely search for. We have already discussed that Google will probably highlight it when you use your keyboard in the meta description. It makes it easier to see people that they have found what they are looking for.

Yoast SEO checks whether and how often you use the words from your focus keyboard in the meta description text. If you use Yoast SEO Premium, the synonyms that you enter are also taken into account. If you overdo it, the plugin recommends limiting the use of your focus keyboard.

How to get a green traffic light for the keyboard in the meta description

You will receive a red traffic light if you do not mention the keyboard in the meta description. So write one. But do not fill your meta description with your keyboard because you also get a red traffic light. And make sure that you mention all words from your keyboard near each other. Search engines are pretty wise these days, but you have to make it clear what your side is.

Yoast SEO Premium plugin takes into account the synonyms that you have added to the implementation of his analysis. In this way you can write more naturally, which leads to a more pleasant text. In addition, it is easier to achieve a green traffic light in this way. Use it to your advantage!

What does the meta description do long rating?

This meta description Length of rating measures whether your description is too short (less than 120 characters) or too long (more than 156 characters). You will receive a green traffic light when your meta description has the right length. If it is too long or too short, you will receive Yoast SEO (or red if you have marked your article as a cornerstone contents) in the SEO analysis.

How to write a short meta description

A good meta description convinces people that their site offers the best result for their request. To be the best result, you need to know what people are looking for. What is your search intent? Are you looking for an answer to a question? If this is the case, try to give you the most complete answer. Are you looking for a product? Write down what your product emphasizes and why it would best buy it in your shop. Be concise and convincing!

You will receive real-time feedback on the meta description length in the “Search out” section in the Yoast SEO side bar or meta-box. In the Yoast SEO side strip, click on “Search” to write a meta description. This opens the Snippet editor and you will see input fields for the processing of the SEO title, the Slug and the meta description. If you enter the META description field, the Snippet preview is immediately displayed in the search committee editor. There is a bar under the entrance field. It is orange when you start typing and becomes green when you have added enough information. If you add too much text, it becomes orange again.

It is also possible to write or edit your meta description in the Yoast SEO -Meta box under your post editor. Go to the SEO tab in the META field (if it is not on this tab by default), and you can start entering the field immediately under META description.

What to do if you need meta descriptions for many pages?

Do you have to change all your meta descriptions after reading? But are you not sure how to insert it into your schedule? Google has the answer:

“If you don’t have time to create a description for each individual page, try to prioritize your content. Create at least a description for the critical URLs like your homepage and popular pages.“

Advice from Google search central documentation

You can check which of your pages with Google Search Console is the highest. Take it from there. It is also possible to optimize your meta descriptions with variables in Yoast SEO. In this way, you can accelerate this process without worrying about double descriptions.

If you prefer to write a clear description for each page and get through a lot, you can use the Bulk Editor Tool in Yoast SEO for WordPress. Go to the “Tools” side, click on “Bulk Editor” and then select the “Description” tab. You can see all of the meta descriptions already set for your pages, and you can quickly add new ones without opening each page individually. With this tool, however, you will not receive any warnings if your description is too short/long or if the keyword from Focus is missing.

Prevent excerpts with Yoast SEO

Yoast SEO offers an easy way to control the search results with the search results nosnippet Meta day function. With this setting, you prevent Google from showing a snippet for certain pages so that you give control over the phenomena shown in the search results. It is particularly useful if you want to prioritize privacy or make sure that content is not displayed without the full context. With the nosnippet Day, you have another way to manage the Snippet creation and align everything with your content strategy.

Do you have Yoast SEO? Check the appearance on social media in the Yoast SEO side strip or in the “Social” tab in the Yoast SEO -Meta field under your contribution or page. You can add a separate description for your social media channels there. In Yoast SEO Premium you even have social preview that show you what your contribution or page will look like when you are shared on social media.

Conclusion for meta descriptions

Meta descriptions are a decisive but often underestimated component of SEO – even if they are not completely in their control. It serves as a short display for your content in search results and influences the click rate and integration of users. You can significantly improve your online visibility through clear, convincing and keyworld-rich meta descriptions. In return, it could attract targeted data traffic to your website. While you may not have a direct impact on the ranking, your role in the journey of clicks and conversions is undeniable.

A well-made meta description is not just about SEO. It is about creating a better user experience by providing a clear, precise preview of the expectation on your page. Of course, Google could think that it knows better than you, but that doesn’t mean that you shouldn’t bring your best foot forward!

Read more: How to use the Google preview in Yoast SEO »

Edwin Toonen

Edwin is an experienced strategic content specialist. Before he came to Yoast, he worked for a first-class web design magazine, in which he developed a sharp understanding of how great content can be created.

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