A Good Meta Description Could Improve Your CTR [SEO Best Practices]

Wouldn’t it be great for searchers if they knew what to expect out of your webpage before actually visiting it? That’s what a good meta description could do for your prospective visitors or customers! One of the HTML attributes, meta description gives a summary of the web page to the searcher on the search engine result page (SERP) — usually in cases — when the searched-for phrase is present in the description. With an oft-changing maximum character limit — but ideally, upto155-characters — these snippets could help a searcher decide whether to click on the link to your webpage on the SERP or not. Not a ranking factor, as such, but a good meta description could improve click-through-rate and hence, increase the incoming traffic to your website, which, in turn, could move you up in the SERP. Knowing how to create a description which makes a searcher move from SERP to your webpage is an effective search engine optimisation (SEO) skill and in the following paragraphs, we would see how exactly to do it.

Use Active Voice

The text should be inviting enough for the searcher to click the link and go to your website. And writing a description in a passive voice barely accomplishes that. Not only using active voice puts the searcher in direct and one-to-one communication mode but it also motivates him to click the link.

Give Them a Call-to-Action (CTA)

Consider this description as an ad copy for your linked webpage where you have to include the selling points of what the linking page contains. Like a good ad copy, the description should clearly indicate the searcher what he is expected to get after visiting the page, plus, a CTA preferably at the end, and doing that could increase the chances of people clicking on your listing on the SERP.  For instance, phrases such as Learn more, Get it free, Contact us today for a free quote are some CTA.

Include the Focus Keywords at the Beginning

Consider including the primary keywords in the description, ideally at the beginning. If the searched-for phrase matches the keywords or parts of the text in the meta description, there are high chances of Google highlighting the matched words. That grabs the attention of the searcher and makes the link to your site even more inviting to him. It’s worth mentioning here that using a deceptive or misleading description just to make searcher land on your website could result in a higher bounce rate, which could adversely impact your SEO efforts.

Avoid Double Quotation Marks and Other Alphanumeric Characters

Using double quotation marks in the HTML of the meta description could result in a loss of description at the double-quotes. That truncation, however, can be prevented either by not using any alphanumeric characters in the description text or using an HTML entity if putting the alphanumeric character in the text is absolutely necessary.


Triggering the searcher to click on that link to your website is the primary purpose of a concise and accurate meta description. Using an appropriate character length in the description that includes focus keywords along with a clear CTA could help you in achieving your goal of a higher click-through-rate.



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