Tips For Writing Meta Descriptions

Person googling how to write meta descriptions

Meta descriptions are one of the most overlooked elements in SEO, but they can have a considerable impact. They’re the text that shows up in the search results below your website’s listing. So, if you do them right, you can make a big difference in how people perceive your brand and get interested in clicking on your site.

Start By Understanding What Meta Descriptions Do

The first thing you need to understand is that while meta descriptions (not to be confused with meta tags!) are similar in many ways to other web page elements, they have very different jobs. The primary purpose of a meta description is to tell search engines what your content’s topic is so that they can rank it appropriately. It’s important because it gives visitors more information about your site before clicking through and visiting.

The next thing you need to know about meta descriptions is how they differ from other webpage elements like titles or alt tags. Unlike those two things, which are visible on all pages by default, meta descriptions must be updated constantly as new content gets added or removed from websites over time. Especially if Google keeps changing its algorithms! This means that there aren’t any specific rules around writing them per se (aside from making sure each one fits within 150 characters).

Why Meta Description Length Matters

Meta descriptions are important because they’re one of the first things potential visitors see when searching for a website. The meta description is shown in a snippet. Most search engines will only show the first 160 characters of your meta description. This means that you need to craft those first 160 characters carefully! These are the only words that many people will read when they search for a site on Google. So, it’s important to make sure it sounds compelling enough for them to click through and view your page.

The primary keyword should be at the beginning of your meta description

The primary keyword should be at the beginning of your meta description. While it is possible to rank well without this, you’ll have an easier time if you follow best practices and include your primary keyword in the first 100 characters.

Even in the content itself, the best practice is to have your primary keyword in the first sentence. This helps with user experience, as users will immediately see what they’re searching for rather than scroll through a whole page of text before seeing anything familiar.

Write to Your Target Audience

One of the most important things to consider when writing meta descriptions is who you want to read them. Think about what kind of questions your target audience would ask, and answer them in a way that will interest them.

If you’re selling an e-book on how to get rich, your target audience may be people who are struggling financially. Or looking for ways to make money fast. In this case, focus on providing information about how they can increase their income quickly and easily. 

On the other hand, if you’re selling a self-improvement course that promises lifelong happiness after readers complete it, your target audience will probably be interested in knowing more about whether or not this works before buying it (like: “How does this course work?”).

Keep it specific, exciting, and unique

Meta descriptions are short summaries of what you can expect to find on the page. They’re important because this is the first thing users will see when they click on your listing. This means you need a compelling meta description that captures their attention and makes them want to click through and check out your page.

The goal of your meta description should be to explain why people would care about visiting your site while also drawing in new viewers. An excellent way to do this is by using keywords (the words or phrases users search for on search engines) but don’t go overboard trying to cram as many keywords into one sentence as possible–it won’t help if no one reads it! Also, be sure not to use any generic stock descriptions if possible. Instead, create something original so that yours stands out from others who may have similar content/services offered online.

Write as you speak

Writing in a conversational tone is an effective way to connect with your audience. You want your meta description to be memorable, readable, and engaging enough for someone to want to click through and read the entirety of your page. You can accomplish all of this and more by writing in a conversational tone!

If done right, a meta description can have a considerable impact

In the past, Google used meta descriptions as a ranking signal. That meant that having a great one could help websites rank higher in search results. That’s no longer true—but that doesn’t mean they don’t matter. If done right, they can have a significant impact on your website traffic.

They’re the first thing people read when they see your website in search results (if yours is long enough).

Since meta descriptions are what people click on most frequently and efficiently, you must make them compelling and relevant for each visitor who lands on your site through organic search. That way, you’re not only attracting more clicks from Google but also improving their experience too!


Writing compelling meta descriptions can be a challenge. Remember that they should be engaging and informative while giving readers a reason to click through to your content. We’ve outlined some tips below to help you write better meta descriptions.