Are META Descriptions Still Important?

Is it really worth adding a META Description to your blog posts and other web content?

These tags are chunks of information about a web page that the search engines use to suss out what the page is about. There’s a lot of conflicting information about these, so this post will make the current situation clear.

These tags are not used by search engines to rank a web page. That said they are still a very important element that should be included on every blog post and page.


The search engines always show a description of the page in the search results, so why not make sure it’s something relevant?

If left blank, the search engines will pick something based on the search term used. But you always include well-written descriptions Google (and the other search engines) should use them.

Think about your own search habits.  When faced with a list of websites you automatically read the tags to see which result is the most relevant to you. So if you want your web page to get the click, make sure you write a stonking tag.

How to write a good description

The following tips will help you create great descriptions:

  • Write for your readers, not the search engines. Although it’s important to include keywords, don’t stuff them.
  • You’re limited to about 150 characters so think carefully about what you want to say.
  • If you use WordPress, use one of their SEO plugins to help you.

Think of the META Description as your 60 sales pitch. Use it to tell your reader what the page is about and how it will help them.

A well-written tag will dramatically increase your chances of getting that all-important click. So next time you write a blog post or create a new web page, think carefully about how it will help your reader and tell them in the tag.

Remember, the META Description won’t affect your ranking, but it will help drive search traffic your way.


Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+

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1 comment so far ↓

#1 Damien on 10.14.13 at 10:45 pm

Good points, Sally. I use Yoast’s SEO plugin for WordPress and love that it tells me exactly how many characters there are to work with.

A good metadescription will definitely have an impact on your clickthroughs. No point showing up in search if nobody clicks on your link!

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