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RESEARCH, ANALYSIS & TRENDS
After all, the meta description
is quite a ranking factor
The meta description is often a spurned SEO element. The job of the meta description is to repeat by no
Wrongly, because at least indirectly, it is quite a ranking means only what is in the headline.
factor. Often enough, Google has stressed that the me-
ta description - like meta keywords - is not a factor in Reading incentive and curiosity: A really good
Google’s ranking algorithm, but although there is no meta description is like a good headline, which
direct impact, the click-through rate is, kind of. means it motivates the reader to click, and includes
a call to action. This can be a cliffhanger, the prom-
The discovery that user signals have a positive effect ise of a unique knowledge or a simple question,
on the ranking of an article makes it important that the whose answer is just a click away. There are many
items in the search is clicked on. And here the meta ways to arouse curiosity. Enjoy to experiment!
description comes into play, which is next to the title the
key element of why the user clicks on a link - or not. Pin your hope on the right words and the right
language: It is recommended to use the right key-
In a nutshell, bad meta descriptions hurt the ranking, words In the meta description for a good ranking,
while good ones can be of use for the ranking, as it is for two reasons: First, it comes across as trusty
with every ranking factor. However, the problem with when a user reads thematically appropriate terms in
the meta description is that besides the maximum the meta description, showing that the subject is
length, there are no precise instructions, no panacea. It treated here in a certain amplitude, which other
must be quite simple and respond to the user - and help products do not offer. In addition, words in the meta
with a search phrase. Another problem is that the meta description, which are also found in the search
description is not always displayed. Only if Google phrase, are getting more attention. The meta de-
deems the search query a fit, the description will be scription is not a place for involved periods, there-
integrated. To make sure that Google displays the meta fore, put your subject short and crisp in a nutshell
description in most cases, it should contain at least one and use to do so succinct verbs as possible. Other
word of the potentially most frequently asked search language requirements you need to fix on the
phrase. theme and the target group.
How to write the perfect meta description: Consider technical limitations: Meta descriptions
with a length of 155 characters are not usually dis-
Highlight functionality: Never forget the central played, rather only in exceptional cases. In contrast
task of a meta description, which is describing what to the title, it is not about the pixel width regarding
the user needs to know as accurately as possible. the meta description. Besides, do not use quotation
State what awaits him on the other side of the link marks, because Google isn’t displaying them in the
after reading the meta description, thereby it is im- meta description.◊
portant to provide more than the title. By MediaBUZZ
12 Asian eMarketing September 2015: Marketing Analytics & Search
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