After the user enters the keyword they are interested in into the search engine field, Google will bold it in the results descriptions to make it easier for users to find the results they might be interested in. The presence of keywords in the page description does not affect the ranking position in any way, so we should not "stuff" many keywords in large quantities to maintain the naturalness and readability of the description on the search results page.
keyword used in meta description content
keyword used in meta description content
3. Uniqueness and adaptation to user intent
Preparing unique page descriptions allows us to better match them to user expectations. For example, they can search for information on a topic of interest to them, check prices, or look for a specific product with specific parameters.
A unique meta description that matches the query will make the user consider our site to be one that is worth spending a moment of their time on and reading the information contained in the page's content. The appearance of duplicate descriptions that have nothing to do with a given subpage is not attractive from the user's point of view. It is important that the user knows at the stage of browsing the search list that our site best meets their expectations.
4. Call to action
By placing a call to action in the description, we address the Internet user directly and suggest what they should do. Calls to action such as "Check the offer", "Order now" or "Click and see" are good methods, but by looking at the description, we can do it even better - approach the subject more individually.
When creating a description, you can think about what users are looking for and pique their interest by using a creative call to action. Depending on the type of content on a given subpage, we can encourage Internet users to read the entire article, check the price list, or place an order for the product they are looking for.
An attractively incorporated call to action can produce a better effect than standard phrases.
5. Power words
Power words are words that we can weave into the content of the meta description to strengthen its message. This is another way to attract the user's attention and stand out from other suggestions in the search results. Power words are also often used in Facebook and Google Ads ads to increase the effectiveness of the campaign, as well as in db to data for trusted database source company headlines, pop-ups or buttons, among others. Adding a few power words to the content of a given subpage can significantly increase the conversion rate. So why not use power words in the meta description as well?
Examples of adjectives used in meta descriptions to enhance the message include:
free,
latest,
complex,
current,
cheapest.
Using words like "free shipping", "immediate availability", "revolutionary product" or "latest collection" increases the chance of reaching the user . You can also appeal to the senses by describing the smell, taste or appearance of a given product.
There are several types of words of power:
6. Emojis, symbols
Meta description should interest the user not only with its content, but also attract attention. Using emoji is becoming increasingly popular, which undoubtedly stand out from other descriptions without these elements. It often happens that emoji also ends up in the meta title. We can match them to the content of the page or use universal elements such as , or . It is important to do it in moderation and with sensitivity, so that the end result is not the opposite of the intended one.
emoji in title and meta description
emoji in title and meta description
Adding emoji to the meta description involves a certain risk, which makes some people give up on using it. A meta description containing these elements may not be displayed correctly , and the emoji will eventually be missing from the search engine list. The description then becomes difficult to read, often without characters separating the individual sections, which negatively affects its reception. The problem can be caused by the type of device we use to browse the Internet, the type and up-to-dateness of the web browser, as well as the search engine itself. Despite this, many people decide to take a risk and include emoji in their meta description.
An alternative might be HTML symbols , which seem to be a safer option, as the frequency of display problems is much lower. In the case of HTML symbols, we have many types of arrows, stars, and other elements at our disposal to make the meta description more attractive. A list of symbols can be found, for example, on the w3schools.com website .
