17 Expert Tips for Writing a Perfect SEO Meta Description

Reading Time: 9 minutes

Building a high SEO result starts with small steps.

At the beginning, you create meta descriptions, and then you generate organic traffic and sales.

That’s why I focused on 17 ways that will help you write perfect meta descriptions.

From this post, you will learn how to:

• Write proper descriptions that increase traffic to your site.
• Increase the likelihood of clicks and reduce the bounce rate.
• Write descriptions that Google will notice and improve the organic rankings of your website.

Let’s get going.

1/ Prioritize Primary Keywords

Keywords play a super important role in both the description and the title. Include them in both elements to create a coherent and valuable message.

In this game, the user is more important than Google, but we can’t forget about the search engine.

Google scans your page and every element of it, hence including the right number of keywords (while avoiding keyword stuffing) will ensure that your page finds its way to the top of the rankings faster.

Include keywords in:

• The title
• The description
• The article on the website

And you will generate more traffic and a higher position (in a shorter time!).

2/ Keep it Under 160 Characters

60 characters or a maximum of 1600 pixels—that is the maximum size your meta description should have to be fully displayed.

Meta description is, second, the most important factor that sparks attention. Just after the meta title.

But that’s not the end.

Short descriptions prevent being truncated in Google search.

Too-long descriptions generate fewer clicks because they’re less appealing. Unless you write them short purposely, but that’s a different story.

A lower CTR (click-through rate) means less traffic. And lower traffic means lower earnings for you.

Focus on writing adequately long descriptions.

Check quickly and for free the number of words on WordCounter.com.

And for more advanced options, use Rank Math, also it is acknowledged as the best SEO plugins in the world.

3/ Write Relevant Meta Descriptions to the Content

Your meta title must reflect the content of your post. It should be an introduction to a larger dose of knowledge, something that makes your reader unable to resist clicking.

This is the definition of a meta title that is taught by professional bloggers and journalists.

Looking for the perfect meta title as a model to follow?

Squarespace knows something about this.

The description would get 5 stars. Enough long, legible, and encouraging to further action.

But have you noticed something else?

Getting your reader to click isn’t limited just to the meta description.

The meta title complements an attention-grabbing meta description.

Both elements act as a form of a specific call to action (CTA), which encourages your reader to read the article on your website.

4/ Use Branding Once Necessary

Your brand is you. Especially in dedicated descriptions.

The meta description should make the user want to click on your article after reading it. Similar role to the meta title, but more subtle.

Depending on what your article conveys, use the name of the given brand.

You can run a food blog, and your post might describe the differences between Coca-Cola and Pepsi. Use these names in the description.

Meta descriptions must be readable, attention-grabbing, and descriptive. Why? Apart from the user-intent factor, Google also crawls through your meta description. The more enticing it is, the higher your page’s ranking.

High ranking for your page = Clickable meta title + Appealing meta description.

5/ Avoid Keyword Stuffing

Sounds like a cliché argument, but it really happens.

Avoid keyword stuffing, whether in writing content for a page or in filling out the meta description.

Indeed, once you’re creating a description for your post, Google is less restrictive towards it. However, that doesn’t mean you can indulge with the content.

In this case, user-friendliness is crucial.

If, out of a maximum of 160 characters, your reader notices 20% of the same words, what do you think will be his reaction? Exactly—they won’t even think about clicking on your page.

Avoid keyword stuffing to:

• Encourage the user to continue reading.
• Maximize the paid and organic traffic to your blog.
• Generate a higher ranking for your page due to accordance with Google’s policy.

6/ Duplications in Meta Description Are Not Allowed

First, your visitor won’t be compelled to move forward.

Second, Google will not likely skyrocket your website’s rankings.

In the meta description, just like in the entire game called SEO, it’s about authenticity, uniqueness, and originality.

Of course, if you occasionally have a repetitive description, Google will not overly penalize your site—it’ll just result in less traffic on that subpage.

However, if this often happens; Google will step in, and then it won’t be so cheerful.

The following picture tells you how you should not create a meta description. You see. Does it look super encouraging? Indeed, you’ve got the answer.

7/ Create a Sense of Urgency: Call to Action

Reading this description, the Google’s visitor needs to know what to expect. And that’s why—to click.

You must write such a meta description that your reader can’t resist clicking.

Simple, clear, and prompting further action—that’s what an ideal meta description is like.

Of course, it goes hand in hand with the meta title. A good meta title is 50% of success. The other half is the description below. It doesn’t matter whether you run a blog or an e-commerce—good copywriting should be treated as a foundation.

Here you have to focus on the so-called FOMO: Fear of Missing Out.

If your potential reader notices in the description that they’re missing out by not knowing the details yet, they will instinctively want to click to be part of it.

A call to action (CTA) plays a crucial role in generating more traffic to your site.

8/ Use Numbers and Dates

We all like numbers and dates.

They lend a sense of harmony and a better understanding of what we’re dealing with.

Therefore, don’t forget about them in your meta descriptions.

Whether you’re running a blog, an e-commerce, or a website about history; this is the place where numbers are fundamental.

However, don’t provide too large numbers unless you’re doing it intentionally.

Too large numbers are hard to imagine. Thus, they don’t spark much interest. But something that is within our reach—absolutely.

9/ Be Specific and Clear

Don’t beat around the bush, as it discourages.

Focus on a description that tells what your user will gain by clicking on the page.

And don’t forget to put yourself in your user’s shoes.

What do you need to write to make them click on the page?

What problems does your article solve?

What will your users learn that they didn’t know before?

You have 160 characters to fill that gap.

Be concise, specific, and straightforward. Plus, take care of a good copy style.

It’ll solve any problems with a so-far lack of robust (or any) traffic on your website.

10/ Use Controversy in Your Description

People love controversy.

This is why BBC or any other news service generates so much traffic and makes so much money.

From a psychological standpoint, controversy is something that makes us want to be a part of it, to provide ourselves with knowledge that is trending.

Donald Trump cheats on his wife! Find out who the latest mistress is!

These are some of the headlines that carry controversy. The above example carries a good call to action. Find out who the latest mistress is makes you want to click and actually see who the mistress is.

Controversy works really well in the world of copywriting & SEO.

Here’s an example of controversy that saturates the meta description.

—> Google’s slowly killing blogs. This is what you can do to avoid being buried.

—> Exposed: The Dark Side of SEO – Discover how some industry ‘best practices’ might actually be hurting your website’s rankings. The truth will surprise you!

—> Do you drink tea? Check out the latest study confirming that it damages the lungs and heart!

You can also consider meta-descriptions with ellipses.

It’s a type of description that piques interest in your reader without excessive CTA.

The ellipsis suggests that there is additional, compelling information available, but it can only be accessed by reading the full content on the page.

Examples:

• Is remote work destroying the traditional family dynamic? Our in-depth analysis exposes some startling social changes..
• Revealed: The secret dealings in the pharmaceutical industry that could be compromising your health every day…
• The truth about artificial intelligence – why it could be the biggest threat to human employment yet. Dive into the alarming facts…

11/ Use Emotions in Your Content

People mostly follow emotions, not pure logic.

Similarly, with generating sales—we buy because of emotions, not logic.

According to Harvard Business Review, 95% of users make a purchase through the involvement of emotions. There are no rational aspects behind this sale.

The best example? Luxury brands.

Following pure logic, we don’t need a Porsche for $1M, a good car for $25K is enough. Its purpose is to transport us or others from point A to point B. However, emotions come into play; the sense of prestige, power, and the need to be better than competitors or peers. Hence, this purchase was made.e.

How does this relate to SEO?

Use emotions in your descriptions to generate more traffic and sales.

❌ Don’t write in the context of product features: Here is a breathable running jacket. It’s comfortable and lightweight. This jacket is made from the highest-quality material.

✅ Write in the context of benefits and emotions: In this breathable jacket, running will become your new passion! You’ll feel better in it, less tired, and its lightweight material will make you feel like you’re wearing nothing. Don’t waste time, buy now!

12/ Maintain Brand Voice with Your Message

Align your message with your brand.

I know it’s challenging, but it identifies the user with your brand and helps to convert frequent clients into brand advocates.

If your brand’s tone is official and targeted towards seniors (65+ and older), don’t use youth slang and an excessive amount of exclamation marks.

Identify your brand with the voice you want to follow. Then write your meta titles, meta descriptions, and all the content on the site in that manner.

These steps will make more people loyal to your brand.

13/ Use Power Words to Be More Convincing

Using power words always pays off.

Especially when we want to persuade someone to take a further step—regardless of the niche.

In our case, sentences like:

• Check out 17 Expert Tips for Writing a Perfect SEO Meta Description.
• Download the cheat-sheet right now!
• Book the free consultation now!

Make you want to take further action.

Similarly to words like:

• Top
• Best
• Free
• Unique
• Ultimate
• Book now
• The newest
• Check out now

Use them and A/B test which of them works best.

14/ Write for Your Audience, Not for Yourself

Remember that every description is for your reader, not for you.

So, ask yourself: How will your post help solve their problems?

Sure, you can create the best posts in the world, but if they are not relevant to your industry, or do not bring any knowledge to the reader—they will not generate traffic. Or, in the ideal scenario, they will generate a very high bounce rate.

Always put your reader first.

This will change your perspective on copywriting, and your readers’ perception of your content.

15/ Keep it Sweet and Short

Recently, I read that if a sentence contains more than two commas, then it is too long. I really liked how true that is.

Having 160 characters is actually a lot.

You can use all the characters and end up with no one clicking on your link.

Or you can use half of them and generate a significant number of clicks.

A brief description means a specific description. Let your reader feel the value of clicking on your link. Such an approach pays off in every industry & niche.

16/ Meta Title and Description Must Show Identical Message

That means the title and description must be cohesive in their message.

A lack of coherency is a common reason for low traffic on a site.

When a user sees a varied title and description, they start to wonder what is true.

If both elements are different but enticing, it’s not too bad.

If one of them is of lower quality than the other; you won’t generate a click to the site.

You have about 5–10 seconds to capture the reader’s attention and make them move forward. Use this time as best as you can.

17/ Don’t Write Boring Descriptions

You know what happens when you read something boring, right?

Exactly. It brings nothing good.

Write descriptions that would initially encourage you to click. But be honest with yourself—don’t believe that every one of your posts is perfect.

>> Put yourself in your reader’s shoes and think about what will solve their problem.

>> Use top keywords in your industry.

>> Follow trends.

Creating content for SEO is like walking a tightrope. Why?

The reader won’t click if the description doesn’t entice them —> They won’t read if they don’t click —> Your excellent content won’t succeed if it’s not read.

This whole journey always starts with the meta title and meta description.

And what are your ideas for writing perfect meta descriptions?

Write in the comments, I’m curious about your ideas!

If you have questions or suggestions for new posts, write to me through the contact form or add me on LinkedIn and X.

Thank you for reading!
Simon

Author Profile

Simon Gorlak

Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Copywriting, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.

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