Meta descriptions are not organic ranking signals in Google and Bing. The descriptions do not always appear in organic search-result snippets.
Still, meta descriptions are in the snippets more often than not, especially when a page lacks suitable content, such as product and category pages. Hence they remain important for search-result clicks and organic traffic.
Google claims to display meta descriptions in snippets if relevant to the query. With that in mind, the descriptions should:
- Reflect the purpose of the page to satisfy a search intent.
- Include keywords, which appear in bold text in search results and thus increase clicks.
- Not exceed 165 characters, roughly. Google does not typically show more than that, depending on the device.
What follows are tools to create useful meta descriptions.
Keyword Tools
Keyword research tools can inform the words and phrases to include in meta descriptions.
WebCEO’s keyword tool recommends improvements to existing meta descriptions based on your designated keywords.
When choosing the keywords, focus on those with the highest search volume. Avoid repeating a keyword. Instead, include related terms to increase the chances that the snippet will have words in bold.
Note that Google will bold the words that align with a query. So if your content answers a question, consider providing a factual answer in the meta description.
AI Tools
Artificial intelligence tools such as ChatGPT can create meta descriptions based on any keywords and...
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