Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. They are commonly used on search engine results pages (SERPs) to give users a preview of what they can expect to find on a particular website. But how long should a meta description be? This seemingly simple question has sparked much debate among SEO professionals over the years, as search engines like Google have adjusted their guidelines and algorithms.
What you will learn about optimizing SERP snippets for SEO
- What a meta description is and why it is important for SEO.
- The ideal length of a meta description in different years from 2011 to 2023.
- Tips for writing a good meta description, including using unique and action-oriented copy, including target keywords, matching search intent, and making the page content clear.
- Tips for writing meta descriptions for improved click-through rates (CTR) and for social media platforms.
What is a meta description?
A meta description is a snippet of text that summarizes the content of a web page. It is usually displayed below the title tag on a search engine results page (SERP) and is meant to give users a brief overview of what they can expect to find if they click on the link. Meta descriptions are not a direct ranking factor for search engines, but they can have an indirect impact on search engine optimization (SEO) by influencing click-through rates (CTR) and user engagement.
Why are meta descriptions important?
Meta descriptions play a crucial role in attracting users to click on your website in search results. They provide a concise summary of the page’s content and can entice users to visit your site over your competitors. A well-written meta description can improve your CTR, which in turn can boost your organic search rankings. Additionally, meta descriptions help search engines understand the context and relevance of a page, which can improve the overall visibility and discoverability of your content.
How long should a meta description be?
The length of a meta description has been a topic of much speculation and debate in the SEO community. In the past, Google recommended keeping meta descriptions between 150-160 characters. However, in recent years, Google has expanded the character limit for meta descriptions to around 320 characters. This change was made to allow for more descriptive and informative snippets that provide users with a better understanding of the page’s content.
What is the meta description length in 2023?
As of 2023, the recommended length for a meta description is still around 320 characters. However, it’s important to note that Google does not display meta descriptions solely based on character count. Instead, it dynamically generates snippets based on the user’s search query and the content of the page. This means that even if you write a meta description that is within the recommended length, Google may still choose to display a different snippet that it deems more relevant to the user’s query.
What is the meta description length in 2022?
In 2022, the recommended length for a meta description was also around 320 characters. Google’s decision to increase the character limit for meta descriptions was aimed at providing users with more context and information about a page’s content. However, it’s worth noting that Google may still truncate meta descriptions that exceed a certain length, so it’s important to ensure that the most important information is included within the first 160 characters.
What is the meta description length in 2021?
In 2021, the recommended length for a meta description remained at around 320 characters. Google’s focus on providing users with more informative snippets continued to shape the way meta descriptions were displayed on SERPs. However, it’s important to remember that character count is not the only factor that determines how a meta description is displayed. Google takes into consideration the relevance of the content to the user’s search query, as well as other factors, when generating snippets.
What is the meta description length in 2020?
In 2020, the recommended length for a meta description was also around 320 characters. Google’s emphasis on providing users with more descriptive snippets remained consistent, and the expanded character limit allowed for more detailed summaries of a page’s content. It’s important to note that while Google may display meta descriptions up to 320 characters, it can still choose to truncate them if it deems it necessary to provide a better user experience.
What is the meta description length in 2019?
In 2019, the recommended length for a meta description was still around 320 characters. Google’s focus on improving the quality of search results and providing users with more relevant information led to the expansion of the character limit for meta descriptions. This change allowed webmasters and SEO professionals to craft more detailed and informative snippets that could entice users to click on their links.
What is the meta description length in 2018?
In 2018, the recommended length for a meta description was also around 320 characters. Google’s ongoing efforts to improve the user experience and provide more relevant search results led to the expansion of the character limit for meta descriptions. This change allowed webmasters to include more information about their pages in the snippets, which could help increase CTR and improve the visibility of their content.
What is the meta description length in 2017?
In 2017, the recommended length for a meta description was still around 320 characters. Google’s focus on delivering more informative search results and improving the user experience drove the decision to increase the character limit for meta descriptions. This change allowed webmasters to provide users with more context and insight into the content of their pages, potentially leading to higher click-through rates and improved search visibility.
What is the meta description length in 2016?
In 2016, the recommended length for a meta description was still around 320 characters. Google’s commitment to delivering more relevant search results and providing users with a better experience led to the expansion of the character limit for meta descriptions. This change allowed webmasters to create more detailed and informative snippets that could entice users to click on their links.
What is the meta description length in 2015?
In 2015, the recommended length for a meta description was still around 320 characters. Google’s focus on improving the quality of search results and providing users with more relevant information led to the increase in the character limit for meta descriptions. This change allowed webmasters to provide more detailed and informative snippets that could help increase CTR and improve the visibility of their content.
What is the meta description length in 2014?
In 2014, the recommended length for a meta description was still around 320 characters. Google’s ongoing efforts to improve the user experience and provide more relevant search results led to the expansion of the character limit for meta descriptions. This change allowed webmasters to include more information about their pages in the snippets, potentially leading to higher click-through rates and improved search visibility.
What is the meta description length in 2013?
In 2013, the recommended length for a meta description was still around 320 characters. Google’s focus on delivering more informative search results and improving the user experience drove the decision to increase the character limit for meta descriptions. This change allowed webmasters to provide users with more context and insight into the content of their pages, potentially leading to higher click-through rates and improved search visibility.
What is the meta description length in 2012?
In 2012, the recommended length for a meta description was still around 320 characters. Google’s commitment to delivering more relevant search results and providing users with a better experience led to the expansion of the character limit for meta descriptions. This change allowed webmasters to create more detailed and informative snippets that could entice users to click on their links.
What is the meta description length in 2011?
In 2011, the recommended length for a meta description was still around 320 characters. Google’s focus on improving the quality of search results and providing users with more relevant information led to the increase in the character limit for meta descriptions. This change allowed webmasters to provide more detailed and informative snippets that could help increase CTR and improve the visibility of their content.
How to write a good meta description
Now that we know the recommended length for a meta description, let’s explore some tips on how to write a good one:
1. Write a unique meta description for every page
Each page on your website is unique and serves a different purpose. It’s important to craft a unique meta description for each page to accurately reflect its content and entice users to click. Avoid using generic or duplicate meta descriptions, as they can lead to confusion and lower CTR.
2. Use action-oriented copy
Your meta description should be compelling and encourage users to take action. Use action-oriented language to create a sense of urgency or excitement. For example, instead of saying “Learn about SEO,” you could say “Discover the secrets to dominating SEO and skyrocket your website’s visibility!”
3. Include your target keyword
Including your target keyword in the meta description can help improve its relevance and visibility in search results. However, be careful not to overstuff your meta description with keywords, as it can appear spammy and negatively impact your CTR.
4. Match search intent
When crafting your meta description, consider the user’s search intent. What are they looking for? What problem are they trying to solve? By aligning your meta description with the user’s search intent, you can increase the chances of attracting the right audience to your website.
5. Make it clear what’s on the page
Your meta description should accurately reflect the content of the page. Be clear and concise about what users can expect to find if they click on your link. Avoid vague or misleading descriptions that can lead to a high bounce rate and negative user experience.
6. Don’t use double quotation marks
Double quotation marks are not recommended in meta descriptions as they can be interpreted as HTML entities and may not display properly in search results. Stick to using single quotation marks or avoid quotation marks altogether.
7. Don’t use HTML entities
HTML entities, such as “&” or “””, should not be used in meta descriptions. These characters are meant to be interpreted by web browsers and can result in gibberish or broken text in search results.
8. Don’t use “stop words”
“Stop words” are common words like “and,” “the,” or “of” that search engines typically ignore when indexing content. Including these words in your meta description can take up valuable character space and may not contribute to the overall relevance of the snippet.
9. Don’t use “click here”
Using phrases like “click here” in your meta description adds no value to the user and can come across as spammy. Instead, focus on creating a compelling description that entices users to click without resorting to generic calls-to-action.
10. Don’t use all caps
Using all capital letters in your meta description can be seen as shouting and may deter users from clicking on your link. Stick to sentence case or title case to maintain a professional and readable appearance.
11. Don’t use special characters
Special characters, such as exclamation points or asterisks, should be avoided in meta descriptions. These characters can interfere with how your snippet is displayed in search results and may cause formatting issues.
12. Don’t use non-English characters
If your target audience primarily speaks a non-English language, it’s best to stick to using characters from that language in your meta description. Using non-English characters can result in garbled text or misinterpretation by search engines.
13. Don’t use phone numbers
Including phone numbers in your meta description is unnecessary and can be seen as spammy. Instead, focus on providing valuable information about your page’s content that will entice users to click.
14. Don’t use dates
Unless the date is a crucial piece of information for your page, avoid including it in your meta description. Dates can make your snippet appear outdated and may deter users from clicking on your link.
15. Don’t use price information
Including specific price information in your meta description can make it appear outdated if your prices change frequently. Instead, focus on highlighting the value or benefits users can gain from visiting your page.
16. Don’t use non-English language
If your target audience primarily speaks a non-English language, it’s best to use that language in your meta description. Using non-English language snippets can result in misinterpretation by search engines and may not be understood by your target audience.
17. Don’t use URLs
Including URLs in your meta description is unnecessary and can make your snippet appear cluttered. Focus on providing a concise and informative description that entices users to click on your link.
18. Don’t use anything that could be considered spammy
Avoid using any tactics or techniques that could be perceived as spammy in your meta description. This includes keyword stuffing, excessive use of capital letters, or misleading claims. Stick to providing accurate and valuable information that will encourage users to visit your website.
How to write a good meta description for SEO
When writing a meta description for SEO, it’s important to consider the following tips:
Use your target keyword at the start of your meta description
Including your target keyword at the beginning of your meta description can help improve its relevance and visibility in search results. Search engines often highlight the keyword in the snippet, making it more noticeable to users.
Use action-oriented copy
Using action-oriented language in your meta description can create a sense of urgency or excitement, encouraging users to click on your link. Use verbs and strong calls-to-action to entice users to take action.
Match search intent
Consider the user’s search intent when crafting your meta description. What problem are they trying to solve? What information are they looking for? By aligning your meta description with the user’s search intent, you can increase the chances of attracting the right audience to your website.
Make it clear what’s on the page
Your meta description should accurately reflect the content of the page. Clearly communicate what users can expect to find if they click on your link. Avoid vague or misleading descriptions that can lead to a high bounce rate and negative user experience.
How to write
Questions & Answers
What is a SERP snippet?
A SERP snippet is the small description displayed on search engine result pages.
How do you optimize a SERP snippet for SEO?
Optimize a SERP snippet by using relevant keywords and a compelling meta description.
Who should optimize their SERP snippet for SEO?
Anyone who wants to improve their website’s visibility and click-through rate should optimize their SERP snippet.
What is the purpose of optimizing a SERP snippet?
Optimizing a SERP snippet helps attract more users to click on your website in search engine results.
How can keywords be included in a SERP snippet?
Include keywords naturally in the meta description to ensure relevance and increase visibility.
But I don’t have control over my SERP snippet, right?
While search engines can sometimes generate their own snippets, optimizing your meta description can influence the displayed snippet.
