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SEO and Meta Description: Purpose, Best Practices and Impact on SEO

What Are Meta Descriptions?

A meta description is a short piece of text equaling about 155 characters that summarize the content on a website. For good on-page SEO, you should include strong keywords that rank high as searched-for words and phrases. This will improve your page ranking significantly for Google SERPs.

Best Practices for Creating Page Meta Descriptions

Your best practices for creating web page meta descriptions will include the following steps:

  • Use Active Words. Include language that motivates readers to take immediate action. Your objective is to attract web users to your site to view your products and services and make purchases.
  • Include a Call-to-Action. By including an effective call-to-action, you can elicit responses from web users. Words like “Find out more,” “Get yours now,” and “Try for free” can get fast, effective results.
  • Include Your Focus Keyword. When you include your primary keyword in your web page meta description, it can improve your page SEO significantly. You can experience a sudden upswing in your numbers of site visitors and new customers.
  • Make Your Meta Description Unique. By creating a unique and attractive meta description, you will catch the eye of web searchers and casual browsers. You can gain greater numbers of site visitors to build your target audience.

Impact of Meta Descriptions on SEO Rankings

Whereas the meta description does not directly correlate to a rankings increase, this description can boost the click-through rate for your organic search results.