Harnessing the Magic of Meta Descriptions for Increased Web Traffic

By definition, ‘meta’ describes a thing that refers to itself. The word might also conjure something small. Both of these descriptors appropriately characterize the snippet that HTML tags use to summarize a page’s primary content and focus.

But these brief precursors are no small matter. They’re arguably the most significant determinant for whether or not your site gets visited or passed over by a potential customer.

And yet, in short supply these shorties are not – every second, search engines flash millions of metas in response to search queries. Here’s how to stay above the fray and increase your web traffic with compelling meta descriptions.

More about Metas

Meta descriptions are the short block of text that sits below a suggested website on the search engine results page (SERP) – see below. The space in which they appear is limited, and so are your characters.


In late 2017 Google released an algorithm update that lengthened meta descriptions to 320 characters. Since then, there’s been some debate about length. Our recommendation? Pack in the most critical elements within about 160 characters. Otherwise, you risk all that compelling content being trunked (by the search engines that be).

How do Meta Descriptions Improve your Page Rank?

“Officially” you’ll reap no explicit ranking benefits from your meta descriptions. True, they aren’t directly built into the algorithm, but they still heavily impact your site’s click-through-rate (CTR). This, in turn, tells Google whether or not you’re a good match for specific search queries and subsequently where to order you on the SERP.

Writing Magical Meta Descriptions

Google Dallas SEO agency and you’ll get an onslaught of companies vying for your business. Before a customer ever has the chance to be swayed by your company’s prestigious awards, expert web design, or testimonials, the 2-3 sentences in your meta description will form the basis of their decision.

Meta descriptions are a fantastic way to your showcase services and collect clicks, so long as you:

  1. Write them like an elevator pitch. If you had just 15-seconds to make your sell, what would you say? Now’s the time to make sure your words are concentrated and direct, punchy and enticing. There’s no room for fluff. Every syllable counts.
  2. Create one for each page. Unique meta descriptions are a critical element of every page on your website. The more context and clarity you can provide up front, the more clicks you can solicit. Give each page the stage for a few brief seconds to capitalize on its full potential.
  3. Proofread then re-read. Give your meta copy the same level of care you would a billboard. Though the spacing may be small, the impact is substantial. Typos in your meta descriptions rob you of legitimacy and could very well cost you potential sales.
  4. Include a CTA. Whether you want them to learn more about your product, try it out risk-free, or redeem a discount code, the more action-oriented perks you give, the more clicks you’ll get.
  5. Make them keyword-focused. You aren’t turning up in searches by pure luck. Users are on the hunt for something specific. Make sure you target that special something with well-researched keywords. Not only does it make the search engines take notice, potential customers will, too.

Get meta with your meta descriptions and optimize them down to the smallest detail. Doing so could mean the difference between ranking on Google’s first page and being crowded out by a louder, more compelling online elevator pitch.

Want to increase your page ranking on Google SERPs? Let us give you a lift.