With its big sister, the Title tag, the meta description tag is an SEO essential. Natural referencing and optimisation of the tags of each of your pages, articles and posts is the first step to manage in order to increase traffic on your site.
Where is the meta tag description?
Like the Title tag, the meta description tag is in the header of your HTML code surrounded by the <head> and </ head> tags.
<meta name=”description” content=”page description” />
The content indicated within these tags is found on the SERPs of search engines. So on the Google search results page your meta title appears in blue underlined text and below that, your meta description.
How do I optimise my tags?
We have 8 tips for you to take on board to make sure that your tags will attract more visitors.
5 steps to optimise your meta description tag
- Reflect the content of the page and make the meta description a logical continuation of the title tag.
- Use no more than 150 characters for optimal display on the results pages.
- Be relevant for search engines, but also (perhaps more importantly) consider user relevance. Writing your meta description is a marketing exercise, and is a great opportunity for you to increase your click-through rate (CTR) by attracting potential visitors.
- Answer the question “What is this page about?”
- Use the same meta description tag on all pages on your site. Your content may be considered duplicated (learn more about duplicate content and the risks involved)
- List keywords. The keywords present in the meta description have no impact on the ranking of your page.
- Use numbers, capital letters or special characters.
- Use quotation marks. These are to be avoided at all costs, because Google might not display the content.
A final few words: 3 ideas that make all the difference:
- Use the direct form of speech to invite your users to click on the link. A rhetorical question such as “Do you want to optimise your traffic?”, followed by a description of your services can convince the user.
- Highlight your customer benefits if you have an e-commerce site, including information on shipping costs and returns policy.
- Try to add a call to action in your meta description tag. Prompts such as “Learn more”, “Click link”, or “Sign up” have an impact on your click-through rate.
To go further: Discover how to use the alt attribute to boost your SEO.
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