How to Edit Meta Descriptions on Your Website | The Journey
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0:12 How to edit meta descriptions on your website
0:50 What is a meta description?
2:13 The purpose of meta descriptions
3:17 Elements of effective meta descriptions
5:23 Tips for writing a meta description
One key component of every web page — every well-optimized web page, that is — is the meta tags. These are the parts of the webpage that tell Google and other search engines what a site is called, what it’s about, whether search bots can index it, what the keywords are, how it should look, and even where it’s located.
Some meta tags are more important than others, and if you’re not careful, you can waste a lot of time and effort trying to fill out tags that really won’t do your website any good.
Learning how to write meta descriptions can help you not only earn higher rankings for your pages, but can also help you earn more click-throughs from visitors who encounter your pages in search engine results pages (SERPs).
What is a meta description?
In your website builder, you likely have a box labeled “meta description,” where you can add text to apply to your page.
Google’s search engine crawlers “understand” that meta tags in the back end of your code are meant to describe the nature of the content of your pages. It’s not certain whether your meta description affects your rankings directly, but it can affect your ranking in indirect ways.
What is the purpose of a meta description?
The description should include the keywords from the title tag and summarize the page, but the main purpose of the Description tag is to convince search engine users to select your site from the search results pages and take a look inside. The meta description is your chance to tell both web crawlers and human users what your page is about.
Elements of an effective meta description
Length - Try to keep it to 160 characters or fewer, and use a maximum of two sentences. For your reference, this sentence is 51 characters.
Tone - A blunt, straightforward description of the content on your page might help web crawlers understand what your page is about, but it isn’t going to motivate any clicks.
Target keywords and phrases - Ideally, your pages will target a mix of different keywords and phrases, so you’ll have a diversity of different competitive ranking opportunities.
Relevance - This is important to ensure your pages rank for the most relevant phrases, and to ensure your visitors find appropriate content when they do click through.
Brand differentiation - If your description sounds too generic, or doesn’t have a hook, you won’t get any clicks.
Persuasiveness - Your method of persuasion will depend on your target audience and your main goals, but usually, it requires you to “tease” potential visitors with a hint of the value they’ll receive by visiting your page.
If you’re struggling to write a meta description on your own, there are some online tools that can help you. Start with a round of keyword research to learn the most valuable targets for your brand. You’ll want to have an assortment of valuable words and phrases to choose from, so you can distribute them effectively across the pages of your site.
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