Your Meta Description Is Your Search Result Sales Pitch
Meta descriptions are the two-line summaries that appear below your page title in Google search results. While they don’t directly impact rankings, they dramatically affect whether people click on your result versus a competitor’s. A compelling meta description can increase your click-through rate by 5-10%, driving significantly more traffic without any ranking change.
Meta Description Best Practices
Length
Keep descriptions between 120-160 characters. Google truncates longer descriptions, cutting off your message mid-sentence. On mobile, the limit is closer to 120 characters.
Include Your Target Keyword
When the search query appears in your meta description, Google bolds it, making your result more eye-catching. Include your primary keyword naturally without stuffing.
Write a Compelling Hook
Your meta description should answer two questions: “What will I find on this page?” and “Why should I click this instead of another result?” Lead with the value proposition.
Include a Call-to-Action
Action-oriented language encourages clicks: “Learn how to…,” “Discover the…,” “Get your free…,” “Find out why…” These prompts create forward momentum.
Be Specific
“We provide great marketing services” is forgettable. “Increase your organic traffic by 40% with our proven SEO strategies for Orange County businesses” is specific, localized, and compelling.
Meta Description Formulas
- Problem + Solution: “Struggling with low website traffic? Our SEO experts help [city] businesses rank higher on Google. Get a free audit.”
- Benefit + Proof: “Drive 3X more leads with our PPC management. Trusted by 100+ SoCal businesses. Free consultation.”
- Question + Answer: “Looking for a digital marketing agency in [city]? Brandastic delivers data-driven results. 10+ years experience.”
Common Mistakes
Duplicate meta descriptions across pages, generic descriptions that could apply to any business, keyword stuffing that reads unnaturally, and missing meta descriptions entirely (Google will auto-generate one, often poorly).
Optimize Your Search Presence
Brandastic optimizes every element of your search presence, from meta descriptions to full-scale SEO campaigns. Get a free SEO consultation.
