Previously, there were two important meta tags that you needed to fill in when you wanted to publish a new article or post, namely meta keywords and meta description. Now, some search engines such as Google ignore the existence of meta keywords because they have been widely misused for keyword spamming.
Meta keywords are often filled with keywords that are not or are not related to the article. If you create a blog or website with CMS Joomla, Joomla still provides a text box where you fill in meta keywords, while several other CMS (Content Management System) and Blogger have removed this feature.
Now, you just need to fill in the meta description. The meta description itself is the essence or summary of the content of the article with a length of around 155 characters or more.
When you create a static web page, the meta description is an HTML tag or element that resembles HTML code as below:
<meta name="description" content="Meta description for articles approximately 155 characters."/>
When you use a CMS (Content Management System) or Blogger platform to create a blog or website, the graphical interface (user interface) provides a text box where you can write a meta description. The CMS or Blogger system will then place or place the meta description in the appropriate HTML tag or element when displayed (rendering) in a web browser.
Is meta description a SEO?
Quoting moz.com, meta description is an HTML element that briefly summarizes the content of a web page. This short description appears on the search engine results page (SERP) under the page title and URL.
This can affect click-through rate (CTR). This means that one of these HTML tags can influence whether a user decides to visit your page or vice versa.
If more people click on the articles you provide based on the meta description displayed, Google considers your website to provide good results based on position. Ultimately, your site's ranking will improve in Google search results.
1. Not an SEO Ranking Factor
Unlike the page title, the meta description is not an SEO ranking factor. Meta descriptions are a means of attracting readers to click on your website so that it becomes effective on-page SEO.
2. Be considerate
It is important for content writers to always pay attention to writing every word in the meta description. Make sure you have summarized everything users want when they want to find information.
Later, readers will consider which articles they will click on. So, make sure you always write meta descriptions carefully and according to what readers are looking for.
How do you write a good meta description for SEO?
Search engines display meta descriptions in search results when the searched words or phrases are in them. Meta descriptions are not a ranking factor, but there are indirect benefits. Meta descriptions affect CTR, if CTR is a ranking signal, then the right meta description will increase better rankings. Meta descriptions are still important for SEO.
The following are several characteristics or characteristics of meta descriptions that are considered appropriate and good to apply:
1. About 155 characters
Some search engines use different character lengths for meta descriptions, for example Google 158 characters, Bing and Yahoo 168 characters while for mobile devices 120 characters. You need to use it appropriately to convey the essence of the article, but keep it short and sharp at the same time.
2. In accordance with the content of the article
The meta description must of course match the content of the article. Don't try to create a meta description that doesn't match the content for the purpose of tricks or deception to get people to click on the article.
Google can at any time find out and penalize sites that do this. This mismatch only makes visitors disappointed and leave the blog or website more quickly. The impact is that the bounce rate is getting bigger.
3. Must be unique
You may have written an article with almost the same theme. For convenience, you then copy the meta description in the previous article. Using identical meta descriptions can hurt user experience.
Even though the articles are different, they will appear the same because they have the same description. You're better off just leaving the meta description blank. Google will take articles from within that contain the keywords used to search.
4. Contains targeted keywords
People use phrases with certain keywords to search for articles on the internet. If the keyword matches part of the text in the meta description, Google will tend to use the meta description and highlight it in the search results. This will make the link to your blog or website more inviting and increase the likelihood of it being clicked.
Each search engine supports different character lengths for meta descriptions, whereas mobile devices, even fewer. Therefore, it is important to put targeted keywords at the beginning. This is to further ensure that keywords remain readable and included across the various search engines and devices used.
5. Display specifications
This can be a good thing for articles that review technology products such as software, computers or cellphones. Including product specifications in the meta description is a great idea. If a visitor is looking for a product, greater curiosity will arise. Like price, for example, it can trigger or encourage a greater likelihood of clicks.
6. Include a call-to-action
CTA (call to action) is simply defined as invitation text that encourages visitors to take action. Call to action is commonly used in the world of advertising and you can also use it in meta descriptions. For example, if the article is related to an accounting software product, including a short call to action such as "Try it for free" will attract and encourage more clicks.
Conclusion
SEO-friendly meta descriptions have no direct impact on rankings. However, this element can encourage users to read your article. Here are several ways to create the right meta description.
- Pay attention to the number of characters
- Add a short description
- According to the content
- Include keywords
- Specific and relevant
- Provide solutions or benefits
These are some of the ways you can do this as part of SEO optimization. If the six ways to create a meta description above have been done correctly, it is not impossible that your site's ranking will increase on search sites. As long as you follow the rules listed above, your articles will be seen by users.