How To Write Effective Meta Description (2022)?

Marketers may utilise meta descriptions to improve their SERP click-through rates and attract more traffic to their websites. Writing meta descriptions does not necessitate coding knowledge, but ensuring that they operate is a whole different ball game. We gathered seven recommendations, including examples, on how to write meta descriptions that stand out and get results.   

It is true that Well-written meta descriptions can increase your click-through rate and drive organic traffic to your website from search engines. 

Meta description optimisation is critical, and studies show that only about 25% of top search results have a meta description. This suggests that 75% of the websites that rank have a well-written, relevant, and optimised meta description. That means most of the websites that rank have a well-written meta description that is relevant and optimised.


A meta description is a chunk of HTML that allows you to describe your webpage. Your site’s rating is influenced by a number of things. One such element is meta descriptions, which can boost the number of people that visit your website and improve your SERP ranking.   

A meta description (also known as a meta description attribute or tag) is a small piece of text that introduces the content of your page. It is written in HTML code and will be used by browsers, search engines, and other web services to show information about your site, as well as a page title, to potential visitors (title tag). They’re designed to give searchers/users a preview of the contents of a landing web page before they click on it. 

It’s suggested that the meta description length is maximum 160 characters. If it’s too long, then it will cut off and this could affect the click-through rate.

seo meta descriptions

So, do you enjoy travelling? Beginning with a question draws readers in and personalises the description. It then goes on to explain how Lonely Planet assists travellers, all within the space of 160 characters.


The click-through rate (CTR) of your organic search results can be increased by using an appealing and well-structured meta description. A compelling meta description and focus on the main topic will attract users to click on not only on SERPs but also in social ads or other websites. This essentially means that more individuals who see your website in the SERPs will click through to see the information on your page. This increases both traffic and your search ranking at the same time!

Google considers your click-through rate when determining your ranking, therefore if your website or page has a high CTR, Google is more likely to promote your content higher in the SERPs. That’s why SEO experts recommend including meta description in your website’s on-page optimisation.

As I previously stated, Google may or may not use your meta description. So, what’s the point of writing them?

This short description offers a great opportunity for the webmaster to advertise the brand and quality of the site to the user. If your company focuses on high-volume keywords, your original meta description is more likely to show exactly as you typed it. Also, if you’re uploading a huge number of products to your website at once, you may end up with duplicate meta descriptions. Fixing any redundant meta descriptions will help improve the performance of your website.

This can help you save both time and money. If search engines bring potential clients to your website because of your best-selling product, your click-through rate will increase, and they will be more likely to look at the other services you have to offer. 


  • Produce Engaging Content

You must devote some time to developing appealing content. This should be a brief sentence that summarises the content or explains why the searcher should read your post. Allow them to profit by clicking through and, if necessary, reading your blogs and articles. Be informative and then provide value when crafting your meta description.

  • Make use of your primary and secondary keywords.

In a unique meta description, add your goal keyword as well as other secondary keywords or search terms.

Google will be more likely to use and highlight your targeted keywords if you include them in your meta description. Your link will appear more enticing to your customers as a result of this. Keep in mind that Google will frequently highlight similar phrases or synonyms. As a result, including a secondary keyword can increase the likelihood of Google revealing your meta description to users.

  • Non-Alphanumeric Characters Should Be Avoided

Special characters may seem great on your computer screen, but search engines have a hard time deciphering them. Non-alphanumeric characters are what they’re called. Special characters don’t always appear in search results the way you want them to, and they may be eliminated entirely.

  • Make sure it’s relevant to your subject

This is extremely important information. Google and other search engines can detect fraudulent meta descriptions, which can have an influence on your rankings.

Never deceive your viewers in order to gain clicks. If you do this, your bounce rates will rise, affecting the performance of your site.

The goal should always be to earn people’s trust. That is why it is critical that your meta description is related to your topic and keywords.

  • Avoid Duplicate Meta Description

It is important that the meta description of your website is unique for each page. It’s better to leave your meta description blank than to duplicate the same content all over your site pages. Do not just stuff keywords in, or create unnatural-sounding descriptions just for your website ranking. When you write a meta description, it must be relevant to the content of the relative webpage.

  • Emphasis a specific reason for reading

People like to know what they’re getting into, so use words that have meaning and tell them exactly what you’re offering. Give them a reason to read your information by giving them a reason to click through. Highlight your exclusive offer, must-read tips, a guide to assist you become a professional, or anything else they could want by clicking your link. But be careful not to make it too commercial; this may turn off the searchers. Consider what they’re looking for if they come across a connection to your site!

  • Add a call-to-action

Including a call-to-action (CTA) in your meta descriptions is a great way to encourage people to click on your website link. Using a short call-to-action (CTA) or offer somewhere in your meta description is a great way to standing out from your competition and boost your click-through rate. “contact now”, “learn more”, “subscribe now”, “find out more”, etc are really helpful.

Although meta description optimisation will not improve your ranks and is no longer as crucial for rankings as it once was, you will experience positive benefits if your meta description is thoroughly optimised due to how significant it is for click-through rate. Not directly affecting SEO but meta description can significantly boost site visits and business sales.

If you want to improve your organic traffic from Google search, meta descriptions are an essential part of your SEO strategy.  To encourage your viewers to click on your website, provide an engaging description with a call-to-action. It’s possible that Google will rewrite it, but it’s still a good idea to write the best one you can for your niche. If you want a professional to truly elevate your SEO marketing efforts, Digitalzoop is here to guide you with the right tools and resources.