Description is a meta tag that is standardly connected as follows in the section of headany HTML page :

<meta name = "description" content = "A brief but capacious description of the content on the page" />

The purpose of using this element on your page is simple:  to force a user who is looking for something on Google or Yandex to follow your link. Thus, a meta description is a tool for achieving referrals from search engines.

Search engines say that Description itself does not give a direct guarantee of getting into the TOP - the weight of this element in ranking algorithms is not so great. But you can not discount the fact that Google uses a rating ( CTR ), and Yandex X indicator as a way to determine if your site is of high quality . If more users go to the page with your result, the search engine will find your resource satisfying the search and, in time, will raise you higher in the search results. This is why description optimization is really so important. After all, this tag, in the case of its correct compilation, falls into the search snippet of the issue ( SERP), and, based on its content, the user makes a choice whether to go to the page or not.

How to make a good Description

There is a huge amount of material on this topic on the web, but this article combines the best practices for writing this meta tag.

1. Compliance with the content

This is very important because Search engines will always find out that meta-data on a page does not honestly force visitors to click on links and may even impose filters on such sites - this is a bad example of “black SEO”. But beyond that, misleading descriptions will surely increase the bounce rate - which is already bad in itself. Be sure to make sure that the meta description really matches the content of the content on the page.

Compliance with the content

2. Uniqueness

The description should be unique , not only within the same site, but throughout the Internet. If your description is the same as on many other pages of the site, the visitor’s understanding of your information will be difficult. If you have difficulties with the automatic generation of Description, for example, for hundreds or thousands of product cards in the online store, it is better to leave this field empty (this is not good, but better than making it completely identical) - the search engines will choose the text fragment on A page containing similar text used in the request.


3. Key request

If the key phrase of the search query coincides with a part of the text in the meta description, the search engines will be more inclined to use this particular fragment and highlight it in the results of the search results. This factor will make your link to the site even more effective, and you will have an indirect opportunity to form the content of the snippet in the way you want.

Key request

4. Writing style

The text of the description should be made simple and easy language , understandable to everyone. Treat this as an invitation to your page. It is not recommended to use dry phrases like: “A very boring phrase describing a non-existent, but very necessary product in a certain mega-complex sphere”. This description will not be unique and interesting for visitors, and people will not know what exactly they will receive as a result of viewing the page.

Presentation style

5. Call to action

“Look what a wonderful remedy against stains. Find out how it removes fat spots in 5 minutes! ”This item is comparable to the previous paragraph about the style of presentation, but it should be highlighted. This is your selling text, where the intermediate product is the linked page, not the product on this page. Phrases-motivators , such as: "Hurry up to buy", "Check yourself", "Get free" will be very useful here.

Call to action

6. Use of specifications

For example, if you have a product for tech-savvy users, it is worth to focus special attention on individual technical characteristics of the promoted product by model, price and the like. If a person is purposefully looking for this product or service, then you will not need to convince him once more to go to your page, and the presence of such a parameter as a price will almost guarantee a click.

Use specifications

7. Optimum length

By and large, the optimal length for description in SEO does not exist. Here, more and more depends on the meaning that you want to convey. It is necessary to write enough text to convey the message, but at the same time make it short and capacious. Currently, search engines in most cases give descriptions up to 200 characters long , with rare modifications up to 300 characters. With this in mind, try to include important information in the first 150 characters of the description.

Optimal length

Summary Checklist for Optimization Description

► Description must be unique for all pages of the site and the entire Internet.

► Description must contain the key request being promoted.

► Description must match the content of the page.

► Description must contain a call to action on the site: “Come in”, “Push”, “Do not miss”, etc.

► Description should be written in an interesting and accessible language , use numbers and special characters.

► Optimal length for Description 120 - 220 characters

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