What are ways to improve your Meta Descriptions on your website?

We will discuss some ways to improve your meta descriptions on your website. According to Moz, A meta description is an HTML element that provides a brief summary of a web page. A page’s meta description tag is displayed as part of the search snippet in a search engine results page (SERP) and is meant to give the user an idea of the content that exists within the page and how it relates to their search query.

Keeping Meta Descriptions within the Character Limit

When writing meta descriptions, it is important to keep them within the character limit to ensure they are fully displayed on search engine result pages (SERPs). Here are some tips on how to do that:

  • Limit your meta description to 155 characters or less.
  • Avoid truncation by keeping the most important information at the beginning.
  • Use ellipsis (…) to indicate that the meta description continues.
  • Prioritize conveying essential information within the character limit.

Using Active Voice in Meta Descriptions

When writing meta descriptions, it is important to use active voice to create a stronger impact. Active voice allows you to write concise and direct sentences that grab the users’ attention.

By using active voice in your meta descriptions, you can add a sense of urgency and engagement, motivating users to take action. Active voice helps them understand what specific action they should take next.

For example, instead of saying “Information about our services can be found here,” you can use active voice and say “Discover our wide range of services here.” The latter creates a more compelling and assertive tone.

Remember to keep your meta descriptions concise and to the point. Using active voice can help you convey your message effectively within the limited character limit.

Incorporating Target Keywords in Meta Descriptions

When writing meta descriptions, it is important to include your target keyword naturally. This helps improve the relevancy of your meta description to the search query and can positively impact your search rankings. However, it is crucial to avoid overusing keywords in the meta description.

The focus should still be on creating a compelling and engaging description that entices users to click on your webpage. By using variations of the target keyword, you can appear for a wider range of search queries and reach a larger audience.

Including a Strong Call to Action in Meta Descriptions

One of the most effective ways to increase clicks on your webpage is by including a strong and compelling call to action (CTA) in your meta description. A well-crafted CTA prompts users to take a specific action, such as clicking through to your website.

To create a strong CTA in your meta description:

  • Use action verbs that encourage users to take a specific action. For example, use words like “discover,” “learn,” “explore,” or “get” to prompt users to click.
  • Create a sense of urgency by including time-sensitive language or limited-time offers in your meta description. This can motivate users to click through immediately.
  • Tailor your call to action to match the intent of the webpage. For example, if your webpage offers a free trial, include a CTA like “Start your free trial today” to entice users to sign up.

Remember, the goal of your meta description is to convince users to click. By including a strong call to action, you can increase the likelihood of users visiting your website.

Creating Unique Meta Descriptions for Each Page

Avoid using duplicate meta descriptions across different web pages. Search engines prioritize unique meta descriptions, as they provide more relevant information to users. Tailor the meta description to accurately reflect the content of each page, highlighting its specific selling points or key information. By creating unique meta descriptions, you can improve organic search visibility and attract more clicks.


If your organization needs some SEO or Marketing assistance, then we are available and can be reached by clicking here. The image is courtesy of Myriam Jessier.

JDS WebDesign is a Web Design and Brand Marketing Agency located in Marietta, Georgia.  We create AWESOME on line presence for Start-ups and Influential People/Organizations.  To learn more about us or how we can help you and your organization, you can contact us or schedule a meeting.

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