The Importance of WordPress Meta Description
A good SEO is crucial for online visibility of any website. When it comes to on-page SEO, a meta description has a significant role. In this article, we will talk about all the characteristics of a good WordPress meta description and its importance.
What is a key role of meta description?
A meta description is a text snippet that has a role of summarizing your page or article. It appears directly beneath the link of a search result, while the words from the search term appear in bold. This snippet serves to describe the page’s content as accurately as possible for both users and search engines. Therefore, it is only natural to conclude that its main purpose is to get someone to click on your link.
The meta description itself does not have an impact on your website’s search ranking. However, a well-written and overall captivating meta description can raise the click-through rate of organic search results. And if your link has many clicks, this lets search engines know that your page has significance when it comes to that particular keyword phrase. As a result, it can indirectly but effectively boost your website ranking.
Meta description’s most important characteristics
Here is a list of some of the traits that every well-written and informative meta description should have.
1. Length of between 130 and 155 characters
If you are a WordPress user, this platform usually requires a description length that is anywhere between 120 and 160 characters long. Still, Google likes to change the optimal character length from time to time, and so, it has changed its optimal meta description length twice during a year period. This shouldn’t stress you out too much however, as there are no strictly written rules when it comes to meta description length. But if you want to play it safe, we recommend that you try to provide a compelling description of what your content is about by aiming for a general length between 130 and 155 characters.
2. It should be unique
As a rule, you should make sure that all your meta descriptions are unique. If duplicated, this can make all pages seem the same, in turn lessening an overall user experience.
3. It should contain the focus keyword
If there is a focus keyword in your meta description, Google will end up highlighting it in the search results. This will make a link to your page look more appealing and clickable, as the audience will be aware that they can, in fact, find the information that they seek if they visit your page.
4. Write it in active voice
Your meta description should be an incentive for your potential visitors to take action, and passive language, by its nature, isn’t very persuasive. In general, it is simpler to understand an active voice than a passive one. Thus, the use of active voice in your meta description will more likely induce people to visit your page.
5. It should match your content
If you ask us, this should be a no-brainer. That being said, many people still end up trying to abuse the convenience of meta descriptions. They do this by deceiving visitors into clicking by putting in information in the meta description that their page does not contain at all. Not only does this result in higher bounce rates, it also makes Google realize what you’ve done. As a consequence, your page will be penalized by Google, and you will only get the opposite of what you originally wanted.
If you’re a WordPress user, then we highly recommend using a Yoast SEO plugin for effectively managing your meta description. In fact, Yoast snippet editor allows you to create your description with ease, letting you know on the way if it’s too long, too short, if it contains the focus keyword, and more.