find out why it is essential to your SEO strategies – WAU

The Meta Description is not considered a ranking factor by Google, however, it directly interferes with your SEO work. After all, not everything is analyzed by robots and algorithms and it is also necessary to think about the experience that the user has when performing a search.

When we talk about SEO (Search Engine Optimization), it is common to think only of the main ranking factors considered by Google, right? However, to perform better and attract more visitors to your pages, you also need to think about those points that do not directly impact search positioning.

One of them is the Meta Description, essential for the efficiency of your Digital Marketing strategies and, consequently, the success of your business. So, if you’re looking for more prominence for your brand on Google or even on social media, it is important to invest in producing efficient goals in such a small space.

To learn more about the importance of Meta Description within your Marketing plan, how about continuing to read this article, taking all your doubts on the subject and optimizing the performance of your pages? Check out!

What is Meta Description?

Among the many information present on the SERP (Search Engine Results Page), one of them is fundamental to increase the chances of convincing the user to click on your page: the Meta Description. In practice, is a summary of the content that the visitor will find when accessing a particular website.

The main purpose of this description is to attract more users to click on your link. Amid the various results that appear in a search, it is the space for the pages to differentiate from each other.

There, you need to convince the visitor, in a nutshell, that the content offered on that page is, in fact, relevant.

meta description

Although Google has confirmed that Meta Description is not a ranking factor, ignoring this short summary can be a serious mistake within its Digital Marketing strategy. After all, this space will be filled automatically if you don’t write content with this tag and you don’t want that to happen.

The Meta Description is, therefore, a summary of everything that the user will find within a page of the website and needs to pass, in so little space, what is necessary to convince the visitor to choose your site from the many results. Even without directly interfering in the ranking, the Goal is fundamental for the SEO work to be really efficient.

How important is meta description in SEO?

The purpose of SEO is to use the different techniques to optimize the performance of a blog or website in an organic way, right? So you can attract more traffic to your page and can increase your chances of conversion. Often, however, the focus ends up being just getting better ranking in search engines.

Consequently, Meta Description ends up being left out in many strategies – since it does not influence positioning -, which can be highly detrimental to the performance of your Marketing plan. After all, it is not enough to appear among the main results, it is necessary to convince the user to click on your page.

What is the use of getting, for example, the first position in the search for a certain keyword if, in practice, your competitor in second place ends up receiving more clicks? Over time, your page may lose authority in such a close dispute and the lack of attention to the abstract can be one of the causes.

The Goal Description needs to be thought of as a last detail within an efficient SEO job. While it does not directly influence where your page will appear in the search, it can be directly responsible when it comes to convincing a user to trust your click – and your time – on your site.

For this reason, it is essential to focus on the production of Meta, which can be seen as a finishing touch after the various actions aimed at achieving a better ranking.

Have you thought about wasting all the work on keywords and Content Marketing, for example, why the user did not find an accurate summary of what your page offers?

Where is Meta used?

Often, the Meta Description ends up being ignored for some reasons: it does not appear inside any internal page, it is not part of SEO on page, it is automatically filled in if it is not written and it does not directly interfere in the ranking. Next, we’ll show you where the Meta Description is used.

In search results

In the search results, the Meta Description appears just below the page title, as a summary of the content.

When a user searches for a keyword that is contained in the summary, it will appear in bold, which increases the chances of the link being clicked, for drawing more attention.

If, due to carelessness or ignorance, a page does not have the Meta Description defined in the code, Google will select an excerpt of the content (which probably has the searched keyword) to place in the link description. That is, an autocomplete that may not be as attractive enough for the user.

This can also happen when Google understands that a piece of content is more relevant to the user and closer to the term they searched for than the text written in the tag.

Therefore, dedicate yourself to writing the Meta Description so that it is displayed, so you will have control over the description of your page and do not leave that choice in the hands of the searcher.

On the social networks

When any user shares a URL on Facebook, LinkedIn or Twitter, the network displays an image, the title and a short description of the page. This is for the user has an idea of ​​what they will find if they click on the link.

This short description is the text you define in the Meta Description. Social networks capture this information in the code and display it to the user, in the same logic as search engines.

However, it is worth mentioning: if you want to use a different description for Facebook or Twitter, differently from what is read by search engines, it is possible to work with meta tags for social networks, through Facebook Open Graph and Twitter Cards, for example .

How many characters should a meta description have?

One of the main challenges of Meta Description is precisely to summarize with quality what will be found on your page in so little space.

Google requires, on average, about 160 characters to fill the space properlyhowever, it is important not to produce very short, incomplete descriptions.

How to make an attractive meta description?

You already understood what Meta Description is and how important it is within your SEO strategy, right? Now, then, we will present some tips for you to make an attractive and accurate description about the content available on your pages.

Be honest

The goal of Meta Description is to attract the user and, for that, it is necessary to describe the real content of what will be found.

Therefore, if you make a promise, it must be kept to avoid frustration. If he clicks on your link and doesn’t find what he promised, he’ll leave your page at the same time, increasing the bounce rate.

Be objective

Regardless of the size of your post, it deals with just one specific subject and it is essential to be straight to the point.

So, instead of promising to solve all user problems, stay focused on the theme of the page when creating the Meta Description.

Pique interest

A well-done Meta Description is one that is able to inform and, at the same time, attract the attention of users. If you treat the description as an ad, in which you must “sell” your content, you will have a better chance of clicking.

Use persuasive language that prompts the user to take the desired action.

Use CTAs (call-to-action)

If you intend to use a persuasive message and want the user to make a quick decision, nothing better than exploring CTAs. Calls to action define exactly what you want the user to do.

Obviously, you want him to click on the link. But you can associate this action with some benefit that he will find when accessing the content. Here are some examples:

  • buy now;
  • sign up;
  • parcel in 3x;
  • download for free;
  • see the price;
  • learn from us;
  • book your room.

If you use mental triggers (see below on them) to create CTAs, you are even more likely to receive the click.

Use the mental triggers

The act of clicking on a link in the search results is the result of a quick decision-making process. And our unconscious plays a very important role in our decisions, especially when they are made on “autopilot”.

Mental triggers work with this idea. In Meta Descriptions, you can activate in people several triggers that activate in our brain the need to access that content.

Here are some examples and expressions that can be used:

  • urgency: “access now”;
  • curiosity: “we reveal the secret”;
  • scarcity: “last vacancies”, “only today”;
  • authority: “the most read text”.

Use the keyword

Every page must have a keyword that summarizes its theme. This is important in SEO so that Google understands what the content is about and shows the page to those who searched for those terms. Do keyword research to identify which ones are most relevant to your blog.

In the Meta Description, it should be used to show the user that your page is relevant to their search. In addition, as we already said, the keyword is in bold when it is compatible with the user’s search, which attracts more clicks to your link.

bold in meta description

But pay attention to always use it naturally in the text. Do not think that it will be interesting to insert the keyword several times within a 160-character text – this practice can confuse the content, remember that the user experience should be a priority.

Test the results

Like everything on the web, you can test the results and see which text was most successful. The best way to evaluate Meta Descriptions is to look at the clickthrough rate (CTR) of each page, as it helps to understand whether the text motivated the click or not.

Google Search Console provides this data. Check the results before and after a change and keep the description that brought you the most traffic.

What are the main mistakes when making Meta Descriptions?

Some errors can affect the performance of your pages in the work of attracting visitors and, for you to avoid them, we have separated the most common ones.

Do not produce a Meta Description

Pages without a Meta Description leave to Google the decision of what content appears in the results.

In this case, the search engine fills the space automatically, which is not always attractive to the user. Therefore, it is best to create the summary in your own words.

Descriptions too long or too short

The size also has a big influence on the success of your Meta Description. Summaries that are too long will not appear in full in the results, while short descriptions tend to lose prominence in relation to competitors because they appear to be incomplete.


Automation is often used within Digital Marketing, mainly because it optimizes your time and simplifies bureaucratic and very manual tasks.

However, when we talk about Meta Description, that term is not so positive. For it may end up, for example, creating equal or meaningless descriptions.

So, if you choose automation, make sure it is smart enough to create unique descriptions and always review before publishing.

And, if it is to choose, it is better to leave pages without Meta Description than to use an automation that creates the same description for different URLs.

Repetition of Meta Description

Google Search Console also reports pages that have the same Meta Descriptions, which can happen by automating the system.

This can be interpreted by Google as duplicate content on the site, and it will prioritize only one of these pages in the ranking, affecting the positioning of the others.

Thus, duplicate content creates unnecessary competition between your pages. The solution, in the case of Meta Descriptions, is to always create unique and exclusive texts for each link.

What are the main tools that help to resolve errors in descriptions?


Especially for those who use WordPress, Yoast is an excellent solution to optimize the work of producing Meta Description.

yoast meta description

First, it doesn’t let you forget to fill this space with your reminders and, more importantly, it helps you to define the keyword for each Goal produced.


Ahrefs ’Site Audit performs a real audit on your website and points out what your main mistakes are. Regarding the Meta Description, it shows which links are missing the description.

ahrefs meta description report

The Meta Description, therefore, may not even directly influence the position of your pages on Google, however, it should be taken seriously for offer a experience more complete to the user. In order to attract, a well-written and efficient summary helps to ensure that more visitors come to your site.

Digital Marketing requires constant improvement of its strategies and actions in search of better performance, especially when it comes to ranking in search engines.

So, how about giving a complete material to highlight your brand? Then download the ebook SEO 2.0: The Definitive and updated Guide from Websites Are Us!