The meta description is an HTML attribute that provides a concise summary of the content of a web page for search engines. Technically speaking, it is a <meta>-Day, which takes place in <head>-area of the HTML document. This description is displayed in the search results (SERPs) below the title and URL and serves to give searchers an overview of the page content and encourage them to click.
Significance for search engine optimization (SEO)
Although the meta description itself is not a direct ranking factor for search engines such as Google, it plays a decisive role in the click-through rate (CTR) of a website in the search results. A well-formulated meta description can attract the user's attention and encourage them to click, even if the website does not rank in the top position. A higher click-through rate can in turn indirectly lead to better rankings, as it represents a positive user signal.
Search engines use the meta description to provide searchers with a relevant context to the search result. However, it is important to note that in many cases Google may ignore the meta description provided and generate its own snippet text instead. This happens if Google considers the self-generated text to be more relevant to the specific search query or page content, or if the description provided is of low quality. Studies show that Google rewrites meta descriptions in over 70% of cases.
Optimal design of a meta description
To create an effective meta description that appeals to both users and search engines, the following best practices should be followed:
- Relevance: The text must accurately reflect the content of the linked page and must not make any false promises.
- Length: The optimal length is currently around 150 to 160 characters, which corresponds to around 920 pixels, to ensure a complete display on desktop devices in the SERPs and to avoid the text being cut off. On mobile devices, the displayed length may be less. Place the most important information at the beginning of the description.
- Keywords: Integrate relevant keywords in a natural way. Search engines often highlight these keywords in the search results (bold print), which increases visibility and signals relevance to the user. Keyword stuffing should be avoided.
- Unique selling propositions (USPs): Communicate the benefits and special features of your site to stand out from the competition and create a desire in the user.
- Call to Action (CTA): A direct call to action, such as „Discover now“, „Learn more“ or „Register for free“, can significantly increase the willingness to click.
- Uniqueness: Each meta description should be unique for each page of the website to avoid duplicate content in the snippets and highlight specific content. This also helps Google to display more relevant snippets.
By consciously designing the meta description, a website operator not only increases the likelihood that a user will click on their search result, but also contributes to a better user experience, as the user already has a clear idea of the content before clicking.
