More often than you'd expect, we see Websites using the same meta-description for all pages on their Website. When meta-descriptions are utilized in Google and search engine result listings, they allow you to entice searchers to click through to your Website. Those 15 - 25 words can persuade Web users to visit your site instead of your competitors. So why would you put the same meta-description on all your pages of the Website? That would be like running the same Pay Per Click ad on every key phrase targeted. Though it won't necessarily hurt you, you're missing out on an opportunity to drive traffic to your Website if you don't create page specific meta-descriptions.
The meta-description tag provides search engines with a description or summary about a particular Web page for them to list in their results as well as to consider when determining where to rank that Web Page for various key phrase results. Gone are the days where you can simply stuff a bunch of keywords in that tag. Sure, you can still try it, but you won't see any increase in organic visibility. Take the time to create page specific meta-descriptions for each page of your Website that will draw customers to your company, you'll be glad you did!
Below are a couple tips for creating an optimized meta-description tag:
- Be accurate and specific. Describe the content of that particular page.
- Use target key phrases, used within visible content on the page.
- Be creative! This is your one line sales pitch to get the user to click through to your page.
- Each page should have a unique, relevant meta-description.
- Avoid dull and boring.
- Keep your meta-description between 15 and 25 words.
- Utilize target key phrases towards the beginning of the description.