7 Tips to Create SEO Friendly Meta-Descriptions


As you probably already know, a meta-description is entirely important to the performance of your page. An attractive meta-description will make users more apt to clicking on your site to view your content, ultimately assisting in your organic search ranking. But the question is, what factors go into creating a meta-description that is not only attractive, but descriptive and relevant to the content behind it?

Lucky for you, we have organized a set of tips that you can keep in your back pocket for the next time you craft meta-descriptions.

7 Helpful Tips

  • Keywords—Search for keywords that you can incorporate into your webpage content as well as your meta-description to make your snippet more enticing to those making relevant queries. LSI Graph is a helpful tool to find synonyms for a keyword that your content may specifically be about. If you’re content has too many of the same keywords, Google could lower your rank. So, just as in your content, be sure to incorporate an appropriate amount of key words within your meta-description. Just be mindful of repetition by using synonyms when applicable.

Screen Capture of an LSI Keyword Chart from LSIGraph.com

  • Clear, Concise Language—In your description, it is essential that it reads easily and clearly. If you include too many keywords your meta-description may appear robotic or unnatural to the viewer. Again, you only have a few sentences to attract the viewer to your webpage. Use the space wisely. 
  • Advertise—Don’t just fill up space with unrelated content. Your meta-description is like the trailer to a movie, you want to entice your potential viewers to click your link rather than that of your competitors. Creatively sum up your webpage in a few, relevant sentences that you think best describe it.
  • Length—In the past, Google only allowed meta-descriptions to reach up to 160 characters. Thankfully, they’ve just recently doubled that length to 320 characters. What does this mean for you? It means you should be using every available character to describe your webpage and attract more viewers. The more characters you use, the more real estate you take up on the SERP. If you are a current client that uses our CMS, we have also updated our system in accordance to the Google character count increase.

A Visual Representation of the Character Count Increase by Google

  • Duplication—Try not to duplicate your meta-description. Each web page should really have its own individual, personalized description so viewers have an awareness of what they will actually be reading about. Put forward the best description possible of your content to not only attract viewers but keep them coming back for more.   
  • Rich Snippets—Using a schema markup can help better the appearance of your meta-description. By using schema markup, you can incorporate additional elements such as images, customer ratings, and star ratings. I don’t know about you, but I’d be more excited to click on a link that has a photo and clear ratings over one without.

Screen Capture of a Fudge Brownie Recipe in the Search Engine Result Page

  • Obtain outside assistance—If any of these tips are confusing in anyway, do not hesitate to seek help. Not everyone is an expert in SEO or organic search. At Brave River Solutions, we are more than happy to help you get on track towards creating enticing meta-descriptions. Our SEO specialists are only a phone call away!


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