As it does not directly impact the ranking made by Google on the search results page, the meta description ends up being left out by many companies.

And this oversight can be very expensive since SEO meta tags can be what was needed to attract a user to your company’s website.

Therefore, knowing how to use a persuasive SEO meta description to make your page stand out in Google search results is essential for anyone who wants to succeed with Digital Marketing.

So if you want to make your site stand out from the competition on the web, check out the next topics:


What is a meta description?

The meta description is one of the members of the meta tags group, which is also composed of the title tag and the meta keyword.

However, the title tag, which is nothing more than the title of your page that appears on Google, is the only one that is mandatory, unlike the others.

That’s because it directly impacts your website optimization strategy and, consequently, your placement on the Google results page.

If you want to better understand how ranking works on Google, see our text on the topic!

But then, if only the Title is mandatory, why bother with the other SEO tags?

In the case of the meta keyword, despite not guaranteeing the best position in the ranking, the application of the keyword helps search engines understand that the content refers to the user’s doubts.  

The SEO meta description is the summary of what the visitor will find in the text below the title in the results of a search.

Therefore, although it does not interfere with your positioning, it has a direct impact on your traffic and on the increase or not of visits to your website.

That’s because a well-done SEO meta description can persuade the user and show that you are the one with the best answer to his question, attracting him to your site.

How important are the meta description and meta tags?

Creating a title tag strategically, using the keyword in its construction, is important to help Google understand the relevance of your text, thus interfering with its position in the result of a search.

This is because the more your title resembles the search made, the greater the compatibility of your content with what the user is looking for, making Google see how valuable your content is to them.

The meta keyword will highlight your content as a whole. Also, when the user sees their title and description, the keywords contained in them will appear in bold.

Therefore, your website can stand out in the eyes of the user thanks to the level of compatibility with what he wants.

And among the SEO tags, the meta description is the one that will have the most complete link to your content, as this summary can be the necessary trigger for the visitor to access (or not) your page.

In addition, as it is still left aside by some sites, this can be your differential to stand out from your competitors.

If you want to know other organic traffic techniques, read our blog! Because now let’s understand how to make a good description.

How to make your meta description?

Some details of your meta description have to be noted in order for it to be really relevant and linked to the content of the page. They are:

1. Keyword

As we mentioned a little bit, the keyword is not mandatory, much less decisive criterion for the Google algorithm to better position your site.

But in the case of the meta description, it highlights its content.

See the example:

In the first result, only the word Marketing was in the description, so it was highlighted.

In the second result, the entire “Ideal Marketing” search appears in bold.

That’s because even if it doesn’t improve your ranking position when your content is viewed, your keywords will be highlighted, and this can help increase your traffic as there is confirmation of similar content to search.

Copywriting and Mental Triggers

As you have to attract the user’s attention in a short space, copywriting techniques will be very important in the meta description text.

That’s why using mental triggers to make this so-called mo richer is essential to ensure that it informs a little of what’s on your page, but also sounds interesting.

To do this, insert action phraseologies in your meta description, such as:

  • look here
  • Only here
  • Buy now

These phrases can act as the impulses to complete the action of opening your website.

If you want more tips on writing texts, we have this article with 5 of them, plus complete material on copywriting.

Number of characters

The meta description has a limit of approximately 156 characters. The value is not exactly as it is measured by Google robots as pixels and not a number of letters.

Therefore, texts that have a lot of bulky letters like M, O, G can be limited to less than 156 characters, and texts with small letters like I can have more space.

If your title or description SEO tags exceed the limit, an ellipsis (…) will be inserted to indicate that there is more content ahead.

Also, don’t use a full stop in your SEO meta description, otherwise, Google’s algorithm will understand that there is the end of your text. Only put it in when you’ve really finished the description.

Make your own meta description

Automatic tools can create the same SEO tags, which Google understands as content repetition and thus will only boost one of the pages that have the same meta tag.

And if you don’t create your own meta description, the search engine will decide on its own which piece of your content can be highlighted.

So, to ensure that the right words are presented to the user, do this procedure yourself.