With an apt and appealing meta description that encourages users to click, you can increase your CTR significantly, even if your page has a low ranking. CTR is the ratio between page impressions for certain search queries and actual clicks on this page. Nonetheless, optimizing your meta descriptions is an important task in SEO and online marketing, as it has a significant impact on your page's click-through rate (CTR) in search results. Therefore, Google decided in 2009 that meta descriptions should no longer affect the ranking of a website. These meta descriptions provided users with no helpful description of the page content and thus with no added value. However, this led to more and more website owners stuffing their meta descriptions full of keywords (" keyword stuffing"). In the early days of search engine optimization (SEO), keywords that were included in the meta description were an important ranking factor for search engines such as Google. Positive effects of good meta descriptionsįigure: Meta Description - Author: Seobility - License: CC BY-SA 4.0 For this reason, you should choose your meta descriptions carefully. Optimizing your meta description thus enables you to advertise your website in search results. The attribute "content" then describes the content of this element, in this case, the exact wording of the meta-description.īy providing a short description of the page content in search results, you can create awareness for your website and encourage users to visit it. The element "name" signals to search engines such as Google which element of the HTML code is specified (meta description). Screenshot with meta description of Seobility from Īs the meta description is a meta tag, it is specified in the head section of an HTML document as follows: Although the visitors of a website cannot see it directly, search engines such as Google use it to display a web page in search results:
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