Meta description

Definition

A meta description is an HTML attribute that provides a brief summary of a webpage's content, typically around 150-160 characters long. This summary appears in search engine results and serves as a preview for users, influencing their decision to click on the link. A well-crafted meta description can enhance the effectiveness of headlines, subheadings, and body copy by attracting user attention and improving click-through rates.

5 Must Know Facts For Your Next Test

1. Meta descriptions do not directly influence search engine rankings but play a significant role in improving click-through rates from search results.
2. An effective meta description should include relevant keywords related to the webpage content, which helps users quickly understand the topic.
3. Writing unique meta descriptions for each webpage is essential to avoid duplication, which can confuse search engines and users.
4. Including a compelling Call to Action in the meta description can entice users to click, increasing overall traffic to the site.
5. Search engines may generate their own descriptions based on the content of the page if a provided meta description is missing or not relevant.

Review Questions

• How does a well-written meta description contribute to the effectiveness of headlines and body copy?
  • A well-written meta description acts as an extension of the headline and body copy by summarizing the main points in a concise manner. It captures user interest and encourages them to click through to the webpage. When crafted effectively, it complements headlines by providing additional context, ultimately enhancing engagement and increasing click-through rates.
• What strategies can be used to write effective meta descriptions that improve SEO performance?
  • To write effective meta descriptions that enhance SEO performance, it's important to include relevant keywords that reflect the content accurately. Using clear language and enticing phrases can make them more appealing. Additionally, incorporating a strong Call to Action encourages users to take action, which can significantly boost click-through rates from search results.
• Evaluate the impact of missing or poorly written meta descriptions on user engagement and search engine performance.
  • Missing or poorly written meta descriptions can lead to lower user engagement because they fail to provide a clear preview of what the webpage offers. Without an engaging summary, potential visitors may overlook the link in favor of others with more appealing descriptions. This can negatively affect search engine performance as lower click-through rates may signal to search engines that the page is less relevant, potentially affecting its ranking in search results.

Related terms

SEO: Search Engine Optimization (SEO) refers to the practice of optimizing website content to improve its visibility and ranking on search engine results pages.

Call to Action (CTA): A Call to Action is a prompt that encourages users to take a specific action, such as clicking a link or making a purchase, often used in headlines and body copy.

Snippet: A snippet is the portion of search engine results that includes the title, URL, and meta description of a webpage, giving users an overview of the content.