Online marketing definitions

What is a meta description?

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A meta description is an HTML tag that briefly describes the content of the web page in question. 

What is a meta description?

When someone searches for a web page in Google, first the title of the web page is shown to the internet user. Below the title is the meta description. It informs the internet user about the content to be found on the web page. In addition, it tries to encourage the internet user to take action by means of a call-to-action.

Why is a meta description important?

Previously, people could always decide for themselves how the text was structured in this. This enabled entrepreneurs to write appealing texts that generated more website visitors. They are therefore no longer regarded as a ranking factor. Today, Google itself already analyzes the entire web page and determines its content. If this content does not match the written description in the backend, Google will prepare this for this web page itself. There are a number of guidelines for writing a meta description. If people follow these, there’s a good chance that your description will actually be used by Google:

  • Maximum 155 characters;
  • See meta description as an invitation to the relevant page;
  • Use a call-to-action;
  • The description must match the content of the underlying page;
  • Make the important keywords appear in the text;
  • Develop unique meta descriptions;
  • Write it in the active form.

A good meta description can influence the Click Through Rate (CTR). It is important to make it clear that you provide visitors with the information they are looking for. This will lead to more clicks. And this in turn leads to a greater chance of conversions.

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