If you have a website and

You’ve optimised your website.

You’ve created some quality content.

You’ve been busy promoting your brand.

You’re ranking highly for loads of great keywords.

But still you are not getting inquiries and call

Don’t loose your confidence in SEO and digital marketing, you need to recheck your meta description.

It is very important to understand

What is Meta description?  to understand its importance.

Meta description is the little snippet of information that displays in a search result. Meta description is also called as meta tag. Actually, this information does not show up or exist on the web page it only tagged to that particular page for which it has been created.

Sample meta description

Meta description can be created for mostly for all types of content.From normal web pages to blog posts, case studies to ebooks. Or anything you publish on a website. Now you can understand the purpose of a meta description or meta tag is very simple.

Google deeply concerned about user experience, meta description, gives a better understanding of the content they’ll see if they click on the link in question.

In other words, It helps users to choose which search result best suits their needs.

So a meta description should be descriptive and appealing and written for the user, not for search engines. Because a search engine may or may show your web page for a certain search inquiry but a user will respond to a proper description.

Importance of Meta description?

Meta description is a final deciding factor created by you.

Someone searched for a product you are selling. Google has shown him your web page in search results on the basis of your SEO efforts but still, the user did not click your website because your description is not appealing you may have included that keyword in the description. This is a wastage of your SEO efforts. If that client clicks and at any stage become your satisfied customer will also recommend you to others also.

Some people not aware of the role played by meta description in your online success and they completely ignore it.

Google WILL display something as a description or tag.

So if you don’t write a meta description, Google will just extract any old copy from the content or pick some content from the page not essentially valuable for a person searching.

Meta description

This is how NOT to do it.

who is going to visit this search result?

No one.

Why would you want to leave your marketing success in the hands of a machine?

In another very common scenario when we write meta description half heartily or take it very lightly.

That gives a really sloppy feel to the search result also:

ineffective meta tags

As this description has no hook or incentive, and no specific information about the web page. I don’t see any reason for visiting this page at all.

[The copy doesn’t even make grammatical sense.]

Also, lengthy meta descriptions won’t fit in the given space properly.

Google requires meta tag to be 150-160 characters. If you write more, the copy will yield no result and will not show properly.

Moreover, Facebook also picks same meta description when a page is shared on it.

Meta description for social media

Facebook share

In 2009 it was announced by Google meta descriptions aren’t part of Google’s ranking algorithm. So people start ignoring it but Google now uses click-through rate (CTA) data as a ranking signal. Google now constantly monitor how many people click on your link.


If no one clicks on your link, Google will assume your page isn’t relevant and the ranking position of your page in the search results will start to drop. So even not being important in SEO meta description still play important role in ranking your website higher.

How to create a meta description?

Meta descriptions is behind the scene work it does not show up on your web page, so they need to be entered into your content management system [CMS] for every page on your website. There is different types of website and so many platforms so one system can be fit for all. In HTML or core PHP websites if you know coding then you can create tags or otherwise you will have to take help of developers.

For E-commerce websites it Magento has created particular fields for meta description, meta Title and meta keywords. So you can create it without any additional module or plugin. Other very common platform is WordPress today more than 40% of the new website are designed in WordPress. In WordPress, you can add meta description by any of the plugin Yoast or all in one SEO or WP meta SEO. Yoast and all in one SEO are a very easy plugin and anyone can use the wp meta SEO is a little bit complex but very good plugin. By Yoast and all in one, you can create meta description while creating a page or post. These all plugin will also guide you about focus keyword and a number of words white creating a description.


How to write great meta descriptions?

  1. Make your descriptions fit. Thumb rule for creating meta tags always write within 150 -160 words.
  2. Make your descriptions unique. Never copy the description from others try to your own unique description. If it makes sense to have a keyword in your meta tag, then, by all means, include it. But it must look natural. Because stuffing in keywords won’t get us the results we want. As Google do not care about keywords you use in meta description so always write for humans, not for search engines.
  3. Use power words in a search snippet. Use words like special offer, great deal etc.
  4. Embrace your brand identity. Use words which better explain your brand i.e. base on most advanced technology, largest manufacturer etc.
  5. Showcase what you do. Do hesitate to tell what you do.
  6. Have a clear call-to-action [CTA]. Request your customers to act use words like “get a free quote” or “call for advice”.
  7. Check your description. Do proofreading before publishing either it make any sense or not.
  8. Write creative and have fun. Give a happy impression not boring.
  9. Offer a solution to a problem.

solution meta tag

  1. Preview your meta description first. Always preview your meta description before publishing.