Meta name description

Description Tag

< meta name = "description"

The Meta name Description is an HTML element that summarizes your web page. Search engines typically show the Meta description in search results below your Title tag.

Google does not use the Meta description as a ranking signal; still, it has a massive effect on your page CTR because it shows up in search results. A well written Meta description is a small ad with a clear call to action.

The Meta name description tag gives a brief summery of the page of your website

Key Takeaway

  1. Always add your meta name Description tag in the HEAD section of your site.
  2. Optimal length for the Description tag.
    Google typically shows max. 165 characters (keep it under 160).
  3. Description tags are important for SEO and visitors.
    It shows up in the search engine results pages (SERP) and in Browser Tabs.

SEO Influence Meter


The Description tag has a
lot of SEO influence!

Overall Influence

Website SEO Score

The Description tag makes up for
10% of your overall page score.

Key Points to write a good Description tag

The optimal format of a description is:

Call to Action including Primary Keyword & Secondary Keyword

Google typically displays around 160 characters of the description tag. While mobile characters for the search results snippets are around average of 130 characters. Length varies based on what the search engines systems deem to be most useful.

  • Add a “call-to-action” to your description tag (Get | Order | Receive | Read how | How to | Review | Now | Easy)
  • Strategically provide solutions to a problem
  • Use numbers to your description tags (5 Important HTML tags for your website to improve your SEO)
  • Start your description tag with your main targeted keyword
  • Don’t stuff your description tag with keywords
  • Every page should have a unique description tag with the emphasis on one specific keyword

A well written description will help you to optimize your website conversion

It’s like the A B C !
Most people search with :

  • Keyword (or keywords), as a result you get the
  • Title. This is the blue clickable line followed by the
  • Description meta tag.
    A small commercial text that has to persuade the visitor to click on your site.

Search engines use your description to determine the relevancy with cornerstone keywords. That’s why you should invest time to come up with a relevant and attractive description . You will regularly find the description in the head part of the source of your web-page. Just look at the following example to see how it looks like.

What is now the optimum length for Meta Description?

In December 2017, Google increased the length of snippets in search results. Now Google confirms it shortened search results snippets after expanding them last December.

“There is no fixed length for snippets. Length varies based on what our systems deem to be most useful.” He added, “Google will not state a new maximum length for the snippets because the snippets are generated dynamically.”

Source, Danny Sullivan

The new average length of the description snippet field on desktop is at around 160 characters, down from around 300+ characters.

Mobile characters for the search results snippets are now down to an average of 130 characters.

HTML Code Description Tag Example

Impression – SEO Your Description Tags & Description Optimization

By adding a relevant description tag you can inform the visitor what they can expect to find on your webpage if they click on the link.

Make sure to add an unique and relevant description tag to every single page of your website. If all your description tags are exactly the same, the search engines won’t list your pages separately and that will influence your ranking. A good description tag should contain a focus keyword which is placed at the beginning of the first sentence. Make sure the focus keyword is also added into the content of the specific web page.

Check out the following example. The focus word on the specific web page is cables.

All cables for radio and television. Order them online = next day delivery. Jackson Inc. Webshop specializes in high quality cables and accessories.
  •  The sentence starts with the focus keyword
  •  A call to action is included
  •  The question: why should I order here?  is answered because they are specialized

In some cases Google won’t show your description tag. It could be that Google thinks your description tag isn’t informative enough so they will provide a snippet of some of the content on the page.

This won’t happen very often so make sure to put effort in every description tag you write. It should be a mini advertisement of the product or service you offer.

  1. do not use more than one focus keyword in the description tag
  2. make sure you use min. 120 and max. 160 characters
  3. put the focus keyword at the beginning of the first sentence of the description tag

TIP: Working with WordPress?

Check our WordPress Metatags Manual

Meta description checker

Test meta descriptionDo you want to check and analyse your meta tags in the source of your website? To make it easy for you, we’ve created an online Free Meta Tags Website Analyzer. Our robot will spider your website and you will immediately receive comments about what is wrong and how you can fix it.

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