How to Write Meta Descriptions That Get Clicks

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This blog is a guest post by Ian Carroll.

How to Write Meta Descriptions That Get Clicks

A good meta description is essential to enhance views and clicks directed toward your content. They are snippets of information below a search result link that describes the page’s content to a searcher. These descriptions are usually approximately 150 characters. It should help boost your click-through rate.

This article defines meta descriptions, why they are vital, and the elements they should include. We will also walk you through their importance for on-page SEO and the tips to ensure your meta descriptions hit home every time.

Defining meta descriptions

A meta description is an HTML element that contains a short summary of your page or post in search engine results pages. It generates a brief snippet underneath a site’s title in the organic search results.

Meta descriptions are usually around 150 to 160-character snippets that summarize a web page’s content. An exceptional meta description compels users to click on your page in the search results to learn more.

Meta-descriptions help users decide if they want to connect to your content further by clicking on it. Users who search a particular phrase comprising of your meta description, their results display the meta tag.

Importance of Meta descriptions

Meta descriptions help increase click-through rates which may in turn boost conversions and sales. Pages with meta descriptions simplify the process and time visitors take to find the content they are searching for, and they tend to get more clicks than pages that do not have them. Search engines recommend writing meta descriptions on your site as they enhance the user experience.

A good meta description will improve a healthy click-through rate (CTR) as long as they are written with attention to detail. An increased CTR communicates to search engines, including Google, that your pages contain good results.

Even though ranking algorithms by Search Engines do not get influenced by meta descriptions, they are still instrumental. Writing a compelling meta description is essential to avoid the search engine writing one for you, as this may not be as accurate as the one you create.

Writing meta descriptions for Google.

Meta descriptions are essential to increase clicks. However, there is no assurance that Google uses the description in its original form. It rewrites a significant portion of the meta description with mobile search results having a high 71% likelihood of being rewritten. Desktop search results have a slightly lower rewrite percentage.

Despite this, Google also uses at least 37% of all meta descriptions in their original form. Therefore, it is still essential to understand how to write an effective meta description.

Google highlights key phrases that match a user’s search term and increases the odds of your meta description winning the click. Google must find your description exceptional to maintain its original form.

Features to focus on in a meta description.

You must know the specifics that produce exceptional HTML tags, make them attractive, and improve your CTR. The following information will detail what features make a meta description effective for your pages.

    1. A meta description should match the web page content

Meta descriptions must correlate with the content on the web pages. This ensures that users benefit by accessing the web page. Search engines will flag you once they realize you have a mismatch to only increase click rates.

  1. Keep it concise

Meta descriptions do not need to be lengthy, and it needs to provide a quick summary that stands out to the readers. It is concise with relevant information to encourage clicks. The description should be under 160 characters for search engines to display it in full. These include spaces and special characters.

  1. Always include a Call to Action.

CTA’s give you an advantage over competing websites. Words like “Learn More” can provide readers with a clear view of what they expect when they click on the website. Also, CTAs create a sense of urgency and entice readers.

  1. Avoid duplication of meta descriptions.

It is essential to have unique meta descriptions. A high occurrence of duplication may cause significant issues for your website.

  1. Active Voice encourages engagement

Meta descriptions tease users with an engaging tone. Meta descriptions with the active voice engage users effectively to generate clicks on web pages.

  1. Be Specific

Meta descriptions must be specific despite the character limit it provides. It enables users to understand your product or service at a glance. 

  1. Include Focus Keywords

Focus keywords increase the visibility of your meta description on SERPs which may also utilise keywords synonyms. Highlighted keywords attract users’ interest.


As all SEO agencies will know, meta descriptions are essential for search optimisation to increase clicks to webpages. Visitors of a page understand what a web page is about through meta descriptions which provide search referrals and an overall increase in clicks.

If you need help creating clickable meta descriptions, Digital Giants is happy to help. We offer full-service digital marketing solutions and give insights into everything in the digital marketing world. Contact us today.

Meta descriptions are essential, and Digital Giants can help reduce your struggle and use them effectively and identify ways to make your business gain a competitive advantage.

Author Bio: Ian Carroll is the owner of Digital Funnel, a Digital Marketing agency that specializes in SEO in Dublin alongside Web Design. Ian and his team have helped numerous local businesses increase their online presence.

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