Meta Description SEO Optimization – 2019 Best Practice – Transcript
Your description tag isn’t as important as it used to be when it comes to SEO. In fact, it’s something that used to be spammed quite a lot and a lot of people still think a lot of these spammy techniques on your description tag in SEO still work, but, there are some things you need to consider when optimizing your description tag and in this video, I’m gonna run you through those and make sure you create the best description tag to get the best results for your website, coming up.
Hey, guys. Darren Taylor of thebigmarketer.co.uk here and my job is to teach you all about search engine marketing. If that’s up your street, you should consider subscribing to my channel. In this video, we are optimizing the description tag and in SEO terms, this used to be quite an important tag. It’s lost some importance, but there are still some key things you need to do to make sure you optimize this tag. First of all, what is the description tag? The description tag is essentially a tag within the HTML of your website, that describes your webpage.
It often shows within the Google search results, underneath the clickable link, which is your title tag, underneath that you’ll see your description. Now, this description tag is something that is very good for users to see what your page is all about, so that’s quite important from that regard, let alone SEO. Historically, people used to optimize their description tag with keywords. Whenever you target your website towards your keywords, people often used to put their keywords into their description tag, multiple instances of their keyword and try and repeat their keyword in that tag and try and stuff the tag full of keywords.
Now, first of all, generally speaking, keyword stuffing in SEO is bad anyway, but even now, the description tag, keyword-wise, has no impact whatsoever on your SEO. It used to, it used to be something that was a good indicator for Google, but because so many people have gamed the system over time, Google have taken away the weight of the description purely on SEO basis. If you’re thinking of including your keyword in your description and multiple instances of it, go ahead, but it’s not going to work for you. It’s not going to have any tangible impact on the search results page.
From that respect, however, the description becomes important, because it provides your click-through rate from your search results. If a user sees a page full of results and they see your result and they like what they read, they’re more likely to click your result and what does that mean for you? Well, what it means for you, is that you benefit from a high click-through rate from Google and when Google sees your website has a high click-through rate, you do get rewarded. It is a ranking factor, one that’s not discussed very often, but it’s definitely something that helps you rank.
If you’re getting a good share of the clicks, it means people perceive your site is more relevant. Google is all about relevancy, so if you do that successfully, you’re going to win. Something else to consider as well, is that a lot of people don’t actually write a description tag. They leave it blank, or don’t even complete one, so what happens is, Google pulls in the first instances of text on the page, to make your description tag. Sometimes, this works out okay, it looks like something that could be tangible, maybe you’ll get a good number of clicks. Maybe the first part of your website text makes sense to go in there, but what you should be doing, is writing your description.
Write your website a good description. Write the description that will make people want to click your link. Make sure it’s really helpful, make sure it sells what you do and make sure people really want to click it, because again, going back to what I said before, it’s really going to help your click-through rate and that’s really going to help your rankings in the long run. Treat your listing on the search results page like an ad, like a Google ad. When you write ads for PPC, you want to make them appealing and clickable, to get a good click-through rate, to get a good quality score, and that’s what you want to do.
You should treat your organic listing in the same way. Make sure you get the click-through rate you need to get better rankings. Write them like an ad. One more thing, your description tag should generally be under 300 characters and if you can, get closer to 280, to make sure you’re safe and Google doesn’t truncate your description, because again, if you’re writing it like an ad, it’s really important it reads well and if you don’t make it read well, you’re less likely to get the click. Make sure you keep it not too short, but also not too long, it’s a balancing act. When you write your description, try and stay within that 280 to 300 character limit, and then you can maximize that performance of your listing.
Now, you guys know exactly what a description is, how to optimize it for SEO and understand the importance of the description tag when it comes to your SEO as well. Thank you guys so much for watching this video. If you liked it, please leave a like below. Let me know in the comments if you’re rewriting all your description tags, because you haven’t included any, and Google’s pulling your text in. More important than that, don’t forget to subscribe. Check out the other content on my channel and I’ll see you guys on my next video.