Description Meta Tag is a major SEO factor and mixing keywords within Meta description helps to pull more traffic to your website. It’s not only solve the purpose of highlighting your content on SERPs but sometimes also gains attention of average users offline and off the page. Some browsers show the description as extra information when you add the document to your favorites. Point to note that more than 50% of websites are not using the Description Meta Tag properly and they are running behind those who really care about it.
“Description meta tags weren’t being utilized to their full potential in 54% of submitted sites.” – Google’s Search Quality Team
Description Meta Tag is Part of HTML Document
They do play an important role in the success of your document.
Description Meta Tag is an integral part of HTML documents and one of standard metadata names. World Wide Web Consortium (W3C) has set guidelines for meta tags. Even content management system (CMS) softwares are making it compulsory and web developers are using it increasingly for better representation of websites.
“Although there is no obvious immediate benefit to adding meta descriptions, they do play an important role in the success of your document” — Adding Description
Description Meta Tag is a place where you represent each webpage specifically. It informs about the making of a webpage and purpose of the webpage content. This information never displays when webpage is viewed in a web browser but search engines extract it to display as preview text for each search result. The information is used to display snippets by search engines. This is where SEO writers can target and expect for more.
Even Google Cares About Meta Descriptions
Google’s concern is not Meta description; rather it’s more concerned about the quality of snippets.
This is true that writing a Meta description for each page is not less than pain for most content writers. But if you love Google and you want to be ranked on Google search engine result pages (SERPs), you cannot ignore some handy guidelines that are available on Google Webmaster Blog itself. It can take few extra minutes of yours to create nice intro texts for your webpages but you should still care about the tag because Google still cares about it.
Utilize the Power of Search Result Snippets
“The quality of your snippet can have a direct impact on the chances of your site being clicked” – by Snippets Team
Search Engines don’t necessarily use Meta descriptions for snippets. Google tries to extract most relevant information from different sources to best represent its search results and associated URLs. Even if you don’t create a Meta description at all, the search engine is still capable of creating snippet for your URL whenever it shows up on SERPs.
Google’s concern is not Meta description; rather it’s more concerned about the quality of snippets. This is true that you can not control snippets on SERPs but you can increase the chances of displaying your content (Meta descriptions) for search result snippets. The tip is to write accurate Meta description that is related to source webpage and its content. Never use misleading texts to market your website, instead market your each webpage differently.
Make Your Important Keywords Visible
Search engines try to display snippets in a better way by making search terms appear in bold.
“This could be the crucial bit of information a possible visitor of your site was looking for and the reason for him to click the link.” — Descriptions on SERPs
Meta description has prominent place for keywords chosen by you for your webpage content. The Description Meta Tag offers an opportunity to SEO professionals to include their important keywords in web document. These keywords don’t help you to get better ranking but they are even sometimes more important. A keyword phrase is the term for which user is searching on internet. Search engines display those keywords in bold letters if found within snippet. This link has better chances of getting clicked than those are having no word highlighted.
Let’s say you want to optimize your page for keyword phrase – handcrafted jewelry and accessories. With the implementation of other SEO rules, you should also include this term in Meta description. If you are lucky to be found on SERPs for the same term, you have better chances of showing Meta description for snippet area. Search engines try to display snippets in a better way by making search terms appear in bold. This is how Search engines and Meta descriptions can work together an extra mile for SEO writers.