Updated August 5, 2024
Reading Time: 6 minutes
The Evolving Landscape of Meta Descriptions
Google’s approach to meta descriptions on the Search Engine Results Page (SERP) has evolved over the years, most recently incorporating AI and testing various SERP formats. Changes range from adjusting meta description lengths to dynamically replacing them with the article’s first paragraph. These shifts have generated extensive discussion in the technical SEO services community.
Meta descriptions are crucial for on-page SEO. They inform readers about the page content and provide signals to Google’s algorithms for search result displays. For those involved in page construction, mastering technical SEO techniques, and writing effective meta descriptions is vital.
This article summarizes our best-performing techniques. We also show the results of an experiment comparing pages with standard meta descriptions to pages that used an opening paragraph as their meta description tag.
Set Expectations
What’s the big deal about this SEO detail? Well, title tags and meta description tags act as short, eye-catching “organic ads” on a SERP. Their main goal is to draw users to click on a web page or post. Writing compelling meta descriptions is an art form, one that taps into the psychology of what makes people click.
Click or no click? Meta descriptions play a big role in determining whether someone will click on your link. Your description tags should use similar words or phrases that reflect what the user is searching for. It’s best your meta description accurately reflects the content on your page, avoiding a spammy or misleading tone. Remember, searchers are trying to figure out if your link best matches their search phrase. If the meta description doesn’t match their search phrase, they won’t click. Or, if they do, and it doesn’t accurately match the page content, there’s a good chance they’ll bounce off the page.
Do your meta descriptions hit or miss the mark? Check performance by looking at metrics such as click-through rate (CTR), total clicks, impressions, and average position in Google Search Console or Microsoft Webmaster Tools. Start with pages showing a high number of impressions with low CTRs and low clicks.
Changing User Search Behaviors
Backlinko analyzed 1,800 Google user behavior sessions to better understand how people interact with modern SERPs. Some lessons are still relevant, even though infinite scroll and SERP formats have evolved. Here are some interesting takeaways about searcher behaviors:
- 50% click on results within 9 seconds of searching
- 15% modify their initial search terms
- 41% click on more than one page
- 17% bounce back to search results after clicking on a result
- 19% click on a Google ad during their search
From a searcher’s mindset, the goal is to avoid wasting time on irrelevant links and unhelpful content. Backlinko’s analysis confirms why meta descriptions are so important to SEO. You literally have seconds to entice a click and keep a searcher’s attention.
Our Meta Description Experiment
We selected three mid-level pages on our site, each receiving healthy organic traffic. Then, we updated their meta descriptions to mirror the first paragraph of the content. Over three months, impressions increased by approximately 30%. However, clicks decreased by ~ 40%. 🙁 These fluctuations in user behavior suggest that while Google might show the page more often on a SERP, an unoptimized first paragraph doesn’t entice users to click. So what did we confirm with our experiment? Writing compelling first paragraphs and corresponding meta descriptions is a winning strategy.
Writing Effective Meta Descriptions
Here are some of our best tips and practical advice we’ve gathered over the years when optimizing content and writing meta descriptions:
1. Keyword Focus and Placement
Incorporating the primary keyword early in your title tag and meta description helps catch the searcher’s attention, as Google bolds these terms in search results. This practice not only aligns with search intent but also improves click-through rates (CTR) and reduces bounce rates.
2. Avoid Keyword Stuffing
While it’s essential to include your keyword, avoid overuse. Mention it once in the title tag and once in the meta description. Overstuffing can make your content appear manipulative and repel potential visitors from clicking.
3. Optimal Length and Structure
Google frequently tests the ideal length for meta descriptions and title tags. Currently, title tags should be between 50-60 characters, while optimal meta descriptions should stay within 150-160 characters. Staying within these character limits ensures that your meta remains fully visible on the SERP.
These character limits leave little space, so it’s important to get to the point quickly and construct this mini-ad wisely.
4. Relevance and Consistency
Ensure your meta description accurately reflects the content of your webpage. Mismatched meta descriptions lead to higher bounce rates, as users feel misled. Consistency between your meta description and page content promises a better user experience and positively impacts your on-page SEO.
5. Unique Meta Descriptions For Every Page
Duplicate meta descriptions across multiple pages can confuse search engines and users. Each page and post should have a unique, enticing meta description that clearly differentiates it from others.
6. Enticing, Not Cheesy
Meta descriptions should persuade, not trick. Avoid clichéd phrases like “Limited time offer” or “Click now.” Instead, summarize the page’s content from the user’s perspective, making it clear and inviting.
Essentially, good meta descriptions talk to searchers (potential customers) about a problem they have and explain your solution. They also stay on brand, use customer-centric language, and connect search intent with the right content.
7. Versatility
Years ago we spoke with Google’s John Mueller at his weekly Webmasters Office Hours to discuss emerging content trends. John mentioned he was getting more feedback about Google’s algorithm replacing meta description tags. John confirmed this was occurring more frequently, “it seems that Google has adjusted that piece of the algorithm.” So, while this isn’t a new thing, it does seem to be happening more and more often. We take it as another sign of Google’s growing confidence in the efficiency of their AI and its impact on on-page SEO.
Danny Sullivan, a journalist who works for Google, confirmed what we learned from Mueller.
Given Google’s propensity to replace meta descriptions with the page’s opening text, it’s wise to treat your first paragraph as an extended meta description. This means crafting a first paragraph that is both informative and enticing, ensuring it can serve dual purposes effectively.
Real-World Examples and Lessons
Now let’s take a look at some meta descriptions in the wild.
The Good, The Bad, and The Average
What’s a common element in good meta description examples? They quickly address a problem (keyword/search phrase relevancy) and present your solution. They also stay consistent with your brand’s tone. For instance, a meta description highlighting your store’s extensive range and online shopping convenience is more effective than one focusing on lesser important details like the year the business started.
The above confirms that the first paragraph appears as a good meta description example.
Here’s another example of a good meta description shown in SERP.
Using AI
As previously mentioned, the search algorithm’s use of AI in generating meta descriptions is becoming increasingly common. Marketers are using AI tools to analyze a page’s content and ask the tool to create a corresponding meta description. While this is a time-saver, we still recommend human oversight to maintain brand voice, text quality, and overall effectiveness.
How to Move Forward
Mastering meta descriptions involves balancing keyword placement, optimal length, relevance, and enticing language. By aligning your meta descriptions with the opening paragraphs, you can improve your chances of maintaining organic visibility and attracting clicks, even as Google changes how meta tags are displayed. Follow the above meta description best practices to ensure your content stands out and effectively draws in your audience.
Don’t have the time or inclination to optimize your content? We can help you set yourself up for long-term SEO success.
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