Do you know that a key reason why a searcher might decide to click – or not click – on your webpage in search results is your meta description? Imagine it as your website’s elevator pitch – using a few words to persuade users to click on your link rather than the one above or below it.
A great meta description is essential for engaging your audience and improving search visibility. So, you must learn how to write good meta descriptions to increase your website’s click-through rate.
This article will explain meta descriptions and why you should write one. We will also examine some great examples and answer some of your questions.
What is a Meta Description?
A meta description is an HTML tag that offers a brief overview of the content on a page. It typically appears below the page SEO title, which can be clicked to visit the webpage. The quality of a meta description plays a crucial role in attracting users to click on the link, thereby improving click-through rates (CTR).
Although meta descriptions do not directly affect search rankings, they influence how search engines interpret the relevance of your webpage’s content. This can indirectly impact your website’s CTR on search engine results pages (SERPs), a powerful ranking signal.
Below is an example of a meta description for a search query on Bing;
Examples of Meta Descriptions to Inspire You
We will present you with different well-written meta descriptions to aid you in your on-page SEO optimization journey. This will inspire your creativity in writing compelling meta descriptions.
1. Adidas
This meta description directly appeals to the target audience’s desire for fitting and stylish sportswear. The “free shipping” included communicates the brand’s commitment to customers while subtly requesting customer loyalty. Impressively, these were done in less than 25 words.
2. Apple
Apple’s meta description for its trade-in page is straightforward, addressing pertinent questions that a user might have about the service. In a few words, it ensures users know they can get credit for the trade-in. It also emphasizes Apple’s commitment to sustainability practices.
3. Samsung
This meta description from Samsung is excellent for a brand in the technological industry. By using the phrases “Discover the latest” and “find the next big thing,” they effectively communicated their brand’s focus on cutting-edge products, which is a huge thing in the industry. Furthermore, they optimized the meta length to list their product range.
4. Amazon
Amazon’s unique meta description shows that it offers a wide range of products, which fulfills users’ needs for variety and quality. The mention of secure shopping, customer satisfaction, and exclusive deals entices users by emphasizing value and security. Engaging, straightforward language inspires users to explore all that Amazon offers. This creates a strong call to action that follows best practices.
5. Bumble
Bumble’s meta description is short but impactful. By including words like “changed the way people date,” curiosity and desire are ignited in readers’ minds. They also captured their unique value proposition—women making the first move—with only a few words. Finally, the last sentence carried a very clear CTA. The direct approach employed here makes it more enticing and memorable for users.
6. Microsoft
This meta description is for Microsoft’s homepage. It summarizes what users should expect when they click on the link to the page. Also, including “support” is strategic to help alleviate users’ concerns about being isolated when issues are encountered.
7. Washington Post
The Washington Post’s meta description expertly captures web users’ search intent for news content. With keywords like “breaking news,” “live coverage,” “investigations,” and “analysis,” they stand a better chance of ranking in their niche.
8. The New York Times
The New York Times’ meta description clearly emphasizes the exclusivity and coverage of their reports, boosting their authority and trust. The inclusion of “photos” and “video” goes a step further to appeal to users who prefer alternative methods of seeing the news.
9. Huffington Post
This is the meta description of another news site, Huffington Post, but this is unique. They struck emotional chords by using the phrase “real stories that impact our everyday lives.” This is a good example of a strategy that can encourage users to click through to your page.
10. TechCrunch
The meta description of TechCrunch is both concise and direct. It explains what the website is about while including important keywords that enable searchers to locate it easily.
11. Forbes
The meta description of this page on the Forbes website is striking. First, it addresses users’ search intent of wanting to know who the wealthiest people on the planet are. Secondly, it elicits curiosity in readers’ minds about other information they might not know. This is an excellent tactic to get traffic to your site.
12. Gizmodo
Gizmodo’s homepage meta description is effective because it summarizes all the brand’s offerings while communicating the brand message. It highlights the brand’s expertise and authority while including many relevant keywords.
13. Harvard Business Review
This Meta Description from Harvard Business Review caters to their unique audience. With keywords such as “strategy,” “innovation,” and “leadership,” they can reach and appeal to their target audience. They also exerted their authority by emphasizing the quality of their information source.
14. Entrepreneur
Entrepreneur’s meta description quickly addresses the intentions of its target audience within the first few words. This reduces any hesitations a searcher might have and increases the chances of visiting the page.
15. Coindesk
CoinDesk’s meta description effectively communicates its offerings and addresses the intent of its audience in one sentence. Including a word like “leader” highlights the brand’s authority and credibility, which is vital in such an industry.
16. The Times
This meta description from ‘The Times’ is for a query about “best destinations in Vietnam.” It is an example of a perfect meta description because it captures the mindset of the searcher for exploration. It also contains words like magic, which the searcher might find alluring, leading to clicks.
17. Travel Food Atlas
The meta description of Travel Food Atlas accurately answers the search for different dishes in India. It provides insight into some Indian dishes while withholding the details. The phrase “must-try Indian dishes” amplifies the interest of the searcher. Using this strategy will cause web users to visit your page because they believe it contains the information they seek.
18. The Infatuation
This meta description from The Infatuation is perfect for local SEO. By including a specific location along with keywords like “fancy spots,” “hangouts,” and “food,” it aligns with the searcher’s intention. Also, including ratings, photos, and reviews communicates reliability and trust in the searcher’s mind.
19. CareerAddict
If you’re looking for the roadmap to becoming a doctor, this meta description from CareerAddict will likely convince you to visit their page. The phrase “read everything you need to know” captures the searcher’s need for comprehensive information. It also contains the keywords relevant to the search query.
20. Charles Schwab
This one by Charles Schwab contains essential elements of a solid meta description. It answers the search query and even creates a curiosity gap by asking the reader to “find out.”
21. VeryWell Mind
This meta description from VeryWell Mind descriptively answers the searcher’s question. It explores different angles to the query while maintaining the original intent. This tactic intrigues readers and draws them to click to see what that particular page contains.
22. BitDegree
The search term for this result is “What is crypto mining?” The meta description immediately answers this question and includes important keywords. This approach instills trust in a searcher that the webpage will contain the information they seek.
23. Ahrefs
Ahrefs’ choice of a meta description for this page satisfies the searcher looking for different free SEO tools. By giving a quick invitation that outlines what users should expect without going into details, Ahrefs creates a curiosity gap. This way, searchers will likely click the link to learn which tools are free and what they do.
24. BBC Science Focus Magazine
The meta description of this BBC page uses evocative language for a searcher who wants to learn about pet animals. This is important because the subject typically evokes strong emotions in those involved. Connecting with the emotional aspect is crucial for attracting visitors to the page.
25. ValuePenguin
ValuePenguin’s meta description expertly addresses the query “most affordable insurance companies. It includes words related to the keyword “best cheap” in place of “most affordable.” It also compares various insurance companies, a significant factor the searcher considered when searching.
Why you still need to write meta descriptions
Ahrefs’s publication explains that Google’s algorithm rewrites about 63% of meta descriptions, raising questions about their relevance. The same publication states that 25.02% of top-ranking pages don’t have a meta description.
However, it is worth noting that Google rewrites meta descriptions to answer search queries better. They typically do this by summarizing bullet points or using the paragraphs in your content to display in the search results.
Meanwhile, search engines like Google will create one for you using your page’s content if you don’t write meta descriptions. This auto-generated description may not fit your brand and could be bland or inconsistent with your page.
In addition, being able to write a good meta description increases your chances of Google using yours. Just make sure it addresses the searcher’s intent and includes relevant keywords.
How To Write a Great Meta Description for SEO
There are essential pointers in writing excellent meta descriptions that stand a better chance of not being rewritten and can entice searchers to visit your page. These pointers include:
- Uniqueness of each meta description
- Length of the meta description
- Inclusion of keywords in the meta description
- Clear description of the page content
- The extent to which the searcher’s intent is addressed.
- Inclusion of a compelling brand message
- A clear call to action (CTA)
Use our meta description generator to create a compelling meta description for your site.
Conclusion
In summary, crafting compelling meta descriptions is essential for driving traffic to your website and improving SEO performance. By using the presented examples as inspiration, you can create unique meta descriptions that resonate with your audience and encourage clicks.
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FAQs About Meta Descriptions
What is a meta description?
A meta description is a brief web page summary that appears in search engine results. It’s part of meta tags and metadata in SEO.
Why are meta descriptions important for SEO?
Meta descriptions help improve click-through rates by giving users an idea of what to expect from a page.
What is the ideal meta description length?
Keep your text between 50 and 160 characters to be safe for SEO purposes. This helps ensure it displays correctly on different devices.
Should I use keywords in my meta description?
Yes, using relevant keywords in your meta description can improve how easily people find your content.
Can I use the same meta description for multiple pages?
No, each page should have a unique meta description tailored to its content.
How do I write a good meta description?
Focus on clarity, incorporate keywords, include a call to action, and highlight unique aspects of your content.
What happens if I don’t write a meta description?
Search engines can create snippets that may not accurately reflect your content or brand identity.
