Meta descriptions can be a hot-button topic among Search Engine Optimization (SEO) professionals because they don’t have an effect on your search rankings. Even so, they are extremely important. At Filament, we strongly recommend that everyone create a unique, well-crafted meta description for each and every webpage on their site.
Let’s take a step back and define meta descriptions. When you put keywords into a search query you get a response page (SERP = search engine results page) with several website options, their title tag is across the top line, the next line is the URL and below that is a brief description of the website, which is also known as the meta description.
Think about that for a minute, the results you get when you search give three little snippets of information, a bunch of keywords that categorize a page, a URL and the description—which is what most people read to make a click or not click decision. Are you beginning to see why this is important? Meta descriptions are often your first contact with new people. In a world where first impressions mean a lot, if not everything, you need to control your first impression and make it as favorable and enticing as possible.
The best meta descriptions use a few of your vital keywords, but in a very compelling and informative way. Imagine the sites that you decide to click on. What is it about them that entices you? Keep in mind that you’re limited to about 155-160 characters.
So, what happens if you don’t specify your meta descriptions? Google will pull some of the content from your page and use that for you. Now, in some situations that’s actually perfectly acceptable, especially if you have well thought out content. In some situations you end up with gibberish results, especially if your page has no written content. Clearly the gibberish is not appealing and can look spammy.
It’s clear that you want to avoid the bad meta descriptions, but why shy away from the good ones when Google does the work for you? Mainly, because Google does not work for you. Google is not your salesperson. They have no vested interest in your webpage or your success. You do! By not writing your own meta descriptions you’re giving up control of your first impression and not being as effective as you could be.
Put your best foot forward and create your own meta descriptions that tell readers about your company and that particular page, selling them on your products and ideas. Get it right and watch your search traffic soar.
