Your meta description hugely impacts getting users to click on your site from search engine results pages (SERPs). Meta descriptions are HTML attributes that concisely summarize a web page's content in about 160 characters. They appear directly below the blue clickable links in search engine results pages (SERPs), influencing whether searchers will click on your site.
A compelling meta description can improve click-through rates. According to a study by Ignite Visibility, over 6 out of 10 respondents said the description had the most significant impact on their decision to click a result. On the other hand, weak meta descriptions can negatively impact click-throughs and prevent you from capitalizing on that free organic traffic from search.
This post will explore what makes a good meta description and provide tips to write ones that convince searchers that your page contains the answers they seek.
What to Look for in a Good Meta Description
- Crafting a compelling meta description is crucial for SEO. Therefore, a good meta-description captivates the audience. (Source: Search Engine Land)
- It's important to avoid generic descriptions. (Source: Google Search Central )
- Avoiding duplicate meta descriptions is essential for SEO health (Source: HubSpot).
Spotting a Bad Meta Description
Let's go over some red flags to look out for when evaluating meta descriptions:
- Keyword Stuffing: Does it feel like someone just crammed a bunch of keywords in there? Meta descriptions loaded with keywords without context deliver a terrible user experience.
- Irrelevant Content: Does the description actually describe what's on the page? It needs to match the content. Mismatching descriptions will only frustrate users.
- Too Long: Keep it within the 150-160 character sweet spot. Anything longer likely gets cut off in the SERP snippet.
- Boring and Generic: Is it bland, business-speak, or too similar to competitors' descriptions? You want it to stand out while representing your brand.
6 Tips for Crafting Effective Meta Descriptions
Effective meta descriptions are crucial for enticing searchers to click on your listing on the SERPs. Here are six quick tips:
- Be Concise and Descriptive: Use around 150-160 characters to provide a concise yet informative summary of your content.
- Include Relevant Keywords: Incorporate keywords naturally to enhance search engine visibility.
- Avoid Keyword Stuffing: While it is important to incorporate relevant keywords naturally in your meta description, avoid the temptation to overload or "stuff" it with keywords. Keyword stuffing refers to cramming multiple keywords repeatedly into content without context. Google explicitly warns against this practice as part of their webmaster quality guidelines. Sticking keywords into your meta description without supporting context results in a disjointed, spammy description. Your goal should be to write for actual users by incorporating keywords fluidly into concise and compelling descriptions. Your meta description should read like a sentence, not a list of keywords!
- Create a Unique Selling Proposition (USP): Your meta description is valuable real estate to convey to searchers why your content is the solution they need. Take advantage of it by highlighting your unique selling proposition making your content stand out.
- Maintain Your Brand Tone: Reflect your brand's voice and tone to establish consistency.
- Steer Clear of Duplicating Descriptions: Avoid duplicating meta descriptions, as it can harm your SEO.
15 Examples of Meta Descriptions From Well-Known Brands
Here are 15 examples of meta descriptions from well-known brands:
1. Amazon
- Current: Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday essentials and other products, including fashion, home, beauty, electronics, Alexa Devices, sporting goods, toys, automotive, pets, baby, books, video games, musical instruments, office supplies, and more.
- Length: 366 characters
- Analysis: The meta description is too long and reads like an ad with too much promotional language.
- Recommendation: Shorten to focus on being an online marketplace with a vast selection and convenience of delivery.
- Revised Example: Amazon is the online marketplace for fast delivery of millions of items across categories like electronics, books, home essentials, fashion, toys, automotive, and more.
2. YouTube
- Current: Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.
- Length: 126 characters
- Analysis: The current meta description is too generic and doesn't communicate the purpose and offering of YouTube.
- Recommendation: Add more details around types of videos, sharing, and community.
- Revised Example: Watch, upload, and share videos with a supportive community of users. Enjoy original videos, music, DIY, gaming, and more on YouTube.
3. Target
- Current: Shop Target online and in-store for everything from groceries and essentials to clothing and electronics. Choose contactless pickup or delivery today.
- Length: 150 characters
- Analysis: The current meta description is strong and focuses on what they offer.
4. Coca-Cola
- Current: Explore ways you can be closer to the ones you love with meals worth sharing, festive playlists, and more holiday magic from Coke®. Shop all Coca-Cola sodas here.
- Length: 162 characters
- Analysis: Too sales-focused on just Coca-Cola products.
- Recommendation: Broaden the overall brand experience.
- Revised Example: Coca-Cola offers a variety of beverage brands and celebrates moments of happiness and connection.
5. Walmart
- Current: Shop Walmart.com today for Every Day Low Prices. Join Walmart+ for unlimited free delivery from your store & free shipping with no order minimum. Start your free 30-day trial now!
- Length: 179 characters
- Analysis: Too heavy on promotional language.
- Recommendation: Shorten the focus to omnichannel convenience.
- Revised Example: Walmart offers Everyday Low Prices on a wide selection of products online and in-store with convenient delivery and pickup options.
6. Nike
- Current: Nike delivers innovative products, experiences and services to inspire athletes.
- Length: 80 characters
- Analysis: It’s too short and vague; as a matter of personal preference, it’s missing the Oxford comma.
- Recommendation: Expand on brand purpose and products.
- Revised Example: Nike designs innovative athletic shoes, apparel, and equipment to empower athletes to reach their potential.
7. Starbucks
- Current: More than just great coffee. Explore the menu, sign up for Starbucks® Rewards, manage your gift card and more.
- Length: 110 characters
- Analysis: Focuses too much on the brand without describing offerings. Again, it's missing the Oxford comma. Given they had space to spare, it's hard to justify not using it.
- Recommendation: They should highlight products, brand experience, and their rewards program.
- Revised Example: Starbucks serves fresh coffee drinks, tea, food, and rewards members with exclusive benefits at our inviting cafes.
8. McDonald's
- Current: McDonalds.com is your hub for everything McDonald's. Find out more about our menu items and promotions today!
- Length: 109 characters
- Analysis: It sounds too generic and focuses just on the menu. For example, could you tell it’s McDonald’s if you replaced the word McDonald’s in it?
- Recommendation: Emphasize fast service and convenience.
- Revised Example: McDonald's offers quick, convenient meals from burgers and fries to wraps and salads at over 38,000 locations globally.
9. eBay
- Current: Buy & sell electronics, cars, clothes, collectibles & more on eBay, the world's online marketplace. Top brands, low prices & free shipping on many items.
- Length: 153 characters
- Analysis: Too heavy on promotional language like "top brands" and "low prices".
- Recommendation: Focus on selection and marketplace.
- Revised Example: eBay is an online marketplace with a vast selection of new and used items across numerous categories for auction or purchase.
10. Samsung
- Current: Discover the latest in electronic & smart appliance technology with Samsung. Find the next big thing from smartphones & tablets to laptops & tvs & more.
- Length: 152 characters
- Analysis: Uses too much generic language like "find the next big thing."
- Recommendation: Highlight product categories and innovation.
- Revised Example: Samsung offers state-of-the-art smartphones, tablets, laptops, TVs, home appliances and more.
11. Burger King
- Current: N/A
- Length: N/A
- Analysis: This one fails by not utilizing the meta-description at all. The description you see is what Google is pulling from text on the site itself.
- Revised Example: Burger King serves flame-grilled burgers, chicken sandwiches, salads, and sides made to order just the way you like.
12. Pinterest
- Current: Discover recipes, home ideas, style inspiration and other ideas to try.
- Length: 71 characters
- Analysis: Too vague and generic. It is also missing the comma.
- Recommendation: Mention it is a visual discovery engine for lifestyle content.
- Revised Example: Discover recipes, style tips, home decor inspiration, and more lifestyle ideas on Pinterest’s visual discovery engine.
13. Forbes
- Current: Forbes is a global media company, focusing on business, investing, technology, entrepreneurship, leadership, and lifestyle.
- Length: 123 characters
- Analysis: It provides a good overview but is too long by 93 characters.
- Recommendation: If they wanted to push the length slightly, they could mention “from industry experts and contributors” to show the authority to someone unfamiliar with the brand.
- Revised Example: Forbes is a global media company focusing on business, investing, technology, entrepreneurship, leadership, and lifestyle from industry experts and contributors.
14. IMDb
- Current: IMDb is the world's most popular and authoritative source for movie, TV and celebrity content. Find ratings and reviews for the newest movie and TV shows. Get personalized recommendations, and learn where to watch across hundreds of streaming providers.
- Length: 253 characters
- Analysis: Provides good overview but is too long by 93 characters.
- Recommendation: Review and trim the entire description down and focus on entertainment content and ratings.
- Revised Example: IMDb provides authoritative information and ratings for movies, TV shows, and celebrities.
15. Wikipedia
- Current: Wikipedia is a free online encyclopedia, created and edited by volunteers around the world and hosted by the Wikimedia Foundation.
- Length: 130 characters
- Analysis: Provides a factual description but could be more engaging.
- Recommendation: Emphasize it as a crowdsourced and free reference site.
- Revised Example: Wikipedia is a free, crowdsourced online encyclopedia created and edited by volunteers around the world.
Optimize Your Meta Descriptions for Higher CTR
Well-crafted meta descriptions can greatly impact your click-through rates (CTR) and search traffic. Now that you know the elements of an effective meta description, it’s time to review yours.
Analyze the meta descriptions across your website for issues like excessive length, irrelevant content, keyword stuffing, and duplicate descriptions. For important pages, test variations to see which meta description generates the most clicks.
Contact me if you need help improving your meta descriptions or want a full technical SEO audit. Everyone here at Cube Creative Design and I are experts. With our expertise and the tools we have at our disposal, we can analyze your site, identify optimization opportunities, and implement the necessary changes for better findability. You can transform more organic visits into clients with customized meta descriptions that align with search intent.
