WHAT IS A META DESCRIPTION AND HOW TO OPTIMIZE IT

Référencement naturel - SEO (15)

You have created pages for your web but have you thought about optimizing them for your web referencing? The meta-description is one of the first components in the indexation and performance of your pages on search engines. This sequence of characters that appears in the results on Google is very important to convince users to click on your site, but also to be in the first search results!

 

Because SEO is essential to attract traffic and to stand out from your competitors, we give you today our tips to write an effective and catchy meta description.

What is a meta-description?

The meta-description is an html tag that is located under the title tag of your web page: it is an excerpt of about 150 characters that summarizes the content of your web page and indicates what it is about

When you make a query on Google, you will have several results, and under each title is a meta-description: this will allow you to understand the essential information that a web page wants to give and should make you want to click on the result. 

Why the meta description is important for SEO

The creation of a meta-description for each of your web pages has a double interest:

  • It allows Google to understand the subject of your page
  • It makes the user want to click on a particular result rather than another

If the meta-description is not as important as before in the positioning criteria of Google, it allows you to appear on the right keywords, when the search engine scans your website. It allows Google to understand what your page is about on the web.

 

The meta - description is also very important to make the user want to click on your site in the search results: the more catchy and relevant it is for the user, the more he will want to click on your website. A good writing of the meta-description allows to arouse the interest and curiosity of the user directly from the search engine.

How to make a good meta-description?

The key to a good meta description is that it must be clear and concise. The amount of characters is limited, so you have to take care of your writing to propose a catchy message, which quickly delivers the right information. Here is the list of points to optimize your meta description: 

1. Length of the meta-description

The maximum length of a meta description is 300 characters, including spaces. However, you don't have to go that far, and Google may even shorten your meta -description if it's too long. We recommend a meta description of about 160 characters.

2. Use of keywords

In order for Google and users to understand what your page is about, it is important to include your main keyword in your meta - description. Also, use synonyms of your keyword or terms from the lexical field of the subject you are dealing with. Think of varying your vocabulary to be better highlighted by Google. However, be careful not to repeat one or more keywords too many times: Google could identify it as spam and penalize you.

3. To attract the interest of the Internet users

The best way to attract the user's interest with a meta description is to address them directly! Use spoken language and use "you" to address people. You will then be able to create a feeling of closeness and answer directly to the user's request.

 

You can also raise interest by inserting a question in your meta-description: this will allow you to put yourself directly in the shoes of the user, to show that you have understood his need and to raise his curiosity.

 

Finally, create calls to action to encourage users to click on your website! Invite them to click on the page with engaging phrases such as:

 learn more, discover our products now, reserve now...

Make a unique meta-description

In order for Google to understand the content of each of your pages, you must write different meta descriptions. Do not systematically reuse the same meta descriptions for several different pages: take the time to create original meta tags for each page.

 

If you don't know what meta - description to write, you can also let Google do it itself. The search engine will examine the content of your web page and propose a meta-description in the form of an excerpt from your page that contains the keyword (example below).

Meta-description: where to start? 

Now that you know how to make a good meta - description, you can get started! The best thing to do is often to create meta descriptions as soon as you design your website. But you can also do it progressively by starting with the main pages of your site (home page, service page, pricing page...)

 

If you use Wordpress, plugins like Yoast SEO can allow you to efficiently configure your meta-descriptions. Our content editor CMS Bazic also allows you to create and publish all your meta-descriptions for your web pages. 

Dubuc Marketing to help you with your meta-descriptions

Need help boosting your website's performance and optimizing your meta descriptions? At Dubuc Marketing, we are experts in website design and SEO: we can easily write and integrate your meta descriptions for each of your pages, and increase your click rate! Contact us now to optimize your meta-descriptions!

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