Search Engine Optimization UK – How to Write Great Meta Descriptions

January 14, 2015 - Digital State Marketing

When publishing content online, one of the things you need to consider is how best to write your meta description. Your meta description is the couple of lines of information that is displayed below the title of the article in the SERP. This gives the reader additional information about the article, often an overview of the content, which helps the user decide if they want to click on the link to the full page. Read on for tips and advice for writing yours from the point of view of a search engine optimization UK company.


One of the first things that you need to consider is character length. Search engines cut off anything over around 160 characters, and here at Digital State Marketing we like to keep ours to under 154. You need the user to read your full meta description so they get a good idea of what the article is about without having to click through to it. This will help draw their attention to your piece and encourage a good click through rate. Keeping your meta descriptions short and concise is also important as you need to convey what your article is about in the least possible characters in order to keep the attention of the user. People like their information easy to read and straight to the point, so keeping your meta description this way will please the reader and encourage them to click through to the piece.

It is also important that your meta description is unique, as this will best attract users to your site. The users look at meta descriptions to get a better idea of what the page offers them and since duplicate meta descriptions are likely to be quite general, they won’t give the user what they want. If they don’t get what they want and they don’t get drawn into the page further, then they probably won’t bother clicking through to it.

Your meta description also needs to be compelling, and using calls to action is one way of doing this. Calls to action, such as “read on to find out more” or “visit our site for 20% off” tell the reader how your site can benefit them. They encourage the user to view your content, and thus help improve click through rates.

Finally, as with your title tag, it is important to include keywords in your meta description as this lets the user know that your content matches what they have searched for. Although this will not directly affect your rankings, your click through rate will be affected – which will, in turn, affect your rankings. Bearing this in mind, be careful not to stuff your meta description with keywords – just once, in an appropriate place is enough. Any more than one keyword, or one in an inappropriate place, might put users off as it looks unprofessional.

For more help and advice with search engine optimization UK, visit Digital State Marketing.