Craft a Meta-Description that gets clicks

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How much attention do you give meta-descriptions? Every single page on your website has a slot for meta-description. Whenever you publish a blog post or a new page on your website, you have the option to add a meta-description to it. When you add a meta-description, it comes along with your link in a search query.

Meta Descriptions for SEO

The two lines below the a page title is a meta description

Two Roles

Meta-description plays two roles.

– It helps with SEO optimization.

– Those two lines can be critical to convincing a user to click on the link. Getting your website link on the first page of a search is just the start. If it does not get enough of CTR, it will start moving back the ranks.

So, how do you write a good meta description that improves your SEO rank and gets clicks?


You have to let the user know what the page is about, so don’t hesitate to be descriptive. Your meta-description should not be a line from a suspense novel. You are trying to provide them the right information to click on the link. Sketch out the page’s content so that the user really knows what the page is about.


Don’t be plain and simple when you are being descriptive of your web page. Persuade the user that this is the information that they are searching for. Invite the reader to click on the page if they wish to know more about the product, service or particular subject topic.


A meta-description that makes the user curious is often the clinching factor for him to click on it. The key is to provide just enough information on what the page is about, but at the same time, don’t ruin the curiosity factor.

Right Words

The choice of right words matter for SEO ranking and your user. Throw in the relevant words and terms, and you can convince the user that this is the information he is searching for.

Two Lines

Your meta-description can’t be beyond two lines. If it is, the then the whole meta description will not show in a search query. Hence, the full impact of your meta description won’t be felt by the search user. If you worked hard to make a meta-description that is descriptive, informative and curious, but a user is unable to read it completely, he won’t understand what your website is offering.

It should not be more than 160 characters.

Avoid Keyword Stuffing

Keyword optimizing should not be a priority when writing your meta-description. Rather focus on the above points to create a quality meta description. The worst thing you can do is keyword stuffing that makes a nonsensical meta description that no one will click on.

Crafting meta-descriptions is certainly not something you want to put on the top of your SEO priority, but it would be foolish to ignore it. Write a good one and your website, and your business, will be the one to benefit.

Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches. Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

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