Everything you should know about writing meta descriptions

By default, any marketing expert knows the basics of SEO. Therefore, marketers understand the importance of meta description in optimization. To refresh the memory, the meta description is an HTML attribute written in a short form. The purpose of this attribute is to summarize the content of the page. It can be seen under the title tag.

Although meta description is not a ranking factor, it still plays a key role in overall page optimization.

So, how do you write an ideal meta description that Google likes? You will find all the necessary information about writing meta descriptions in this article.

let us begin?

Why meta description is important

As already mentioned in the article introduction, the meta description describes the entire information on the page. In short, the meta description tells you what information you can get by clicking the URL. More importantly, the meta description acts as a trigger to force people to visit the page.

It’s not hard to guess that the meta description is closely related to the traffic that drives to your website. Since meta description is an essential content in on-page SEO, you should know how to write it perfectly. Let us find out!

Writing meta description skills you should master

To ideally write a meta description, you should pay attention to the following four tips.

The meta description must be short

The meta description reflects the summary of the page. It should be short and sweet. Therefore, people who read it should understand the idea behind the subject in the blink of an eye. In addition, if your page has long meta descriptions, they will be truncated without a doubt. This is the basic knowledge of SEO that you must know.

From the example you can see two different meta descriptions-one of which is truncated. Keep in mind that the optimal length of the meta description is ~160 characters (desktop) and ~120 (mobile). You can use Deep Field to help you specifically count the number of characters in the meta description.

Write meta descriptions in the active voice

Let’s start by understanding the difference between the active voice and the passive voice. The passive voice represents a sentence in which the subject is the recipient of the verb action. The active voice can be seen in sentences where the subject acts on its verbs.

When we talk about applying voice forms in meta descriptions, here you should only focus on the active form. This form prompts the user to take action-click on the URL.

The meta description should match the search intent

You know that search intent represents a problem that people are trying to solve with the help of your content. How to relate this issue to your meta description?

The most straightforward way is to look at the other meta descriptions of each target keyword.

As you can see, these meta descriptions represent the steps that should be taken when writing a digital marketing report. This means that you must follow the same scheme for every search intent related to your page.

Create a clear connection between the meta description and the title tag

Any meta description and title tag must be closely connected. Both must describe the summary of the page. And don’t forget to include your target keywords there.

The above example proves that the meta description must have a clear call to action. In addition, other information can be used to encourage people to click on the link. Let’s review the reasons more accurately:

a) It is an online infographic making tool

b) It allows the creation of infographics, reports and graphs

c) Suggest 700+ templates

d) You can start using it for free

By reading this meta description, people interested in infographic creators will be happy to click on the link and visit the service page. They see that this product can solve their problems. The next step is to figure out how to determine and edit the priority of the meta description.

How to determine and edit the priority of meta description

Generally, when you create a piece of content, you also don’t forget to write a meta description. This is a common practice. Even if you hire a writer, that person will move in the same direction. Generally speaking, from an SEO point of view, meta descriptions are very important. Therefore, you must pay close attention to them and make sure that they are not destroyed in some way.

Does this mean you should check every page on your website?

No, it only makes sense to analyze the pages that drive traffic to your website. Fairly ask-how to find these pages?

For this, you will need some SEO tools. For example, you can use Ahrefs’ Page Explorer tool. The only thing you need to do is to apply the following filters shown in the screenshot below:

After that, you should manage the columns by applying tagged filters:

The last action you should take is to sort the results by organic traffic:

After that, review these pages and explore meta descriptions that should be optimized as soon as possible.

A few examples of meta descriptions worthy of attention

The best way to write a perfectly optimized meta description is to understand the core SEO basics and follow in the footsteps of popular resources.

Let’s review some of them:

  1. Upward trend

Google is widely used to find different definitions. For the query “What is website monitoring”, the website Uptrends provides a meta description that directly defines the term. In addition, it also covers the work done by the website monitoring service. Very good, isn’t it?

  1. Visit Scotland

This meta description fully answers your question “where to stay in Scotland”. No waffles. Just the place you should visit in Scotland. That’s it.

  1. Rilakkuma

If you own an online store, please pay attention to the meta description of Pull&Bear. Here, you can see the call to action. The latest clothing trends and the best discount recommendations. It’s worth clicking the page.

  1. Grammatically

A simple but convincing meta description from Grammarly. It has a call to action, which shows the endorsements of millions of users and all the other necessary words to get people to click on the link.


Meta description is one of the first things that users are familiar with when browsing SERPs. If your meta description does not work, your page will not be able to attract visitors to read the content. The meta description is not difficult to write. But this doesn’t mean you shouldn’t care about it. Therefore, this short content reveals to you all the necessary information about writing meta descriptions. Don’t forget to comment and rate the post!

About the author

Sergey Aliokhin is the community outreach manager for Visme. Outside of work, he likes to spend time with his family, read science fiction, practice bass, and go to the gym.

What is a rich text element?

Rich text elements allow you to create and format titles, paragraphs, block quotes, images, and videos in one place without having to add and format them separately. Simply double-click to easily create content.

Static and dynamic content editing

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How to customize the format for each rich text

After using the “When inside of” nested selector system to add classes to rich text elements, headings, paragraphs, block quotes, graphics, images, and graphic titles can all be styled.

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