This scope for greater content inclusion provides webmasters with a greater opportunity to use content strategically for driving website traffic.
Technicalities of Meta Description Tags
Meta description tags are included within the <head> section of HTML code. A typical meta description tag looks like:
<meta name=“description” content=“Your Meta Tag Description”>
Meta tag descriptions appear below the title tags on search engine result pages or SERPs. It’s better to keep meta descriptions within the recommended length suggested by search engines. Excessive length doesn’t mean spam; however content can get wasted due to truncation. Google, for example, truncates meta tag content after 160 characters.
Significance of Meta Description Tags
Google doesn't consider meta description tags for search engine ranking. However, Google recommends having meta descriptions so the search engine can use the description when it can find no better text within the webpage content (Google may display a segment of text from within a relevant webpage that most matches users’ queries). In such cases, meta description tags play a key role in piquing audience interest and increasing click-through rates.
Make the Most of Meta Description Tags
Make your meta description content compelling. Write meta descriptions most relevant to the page. Include keywords in the description. Search engines display words that match with user queries in bold; audiences are more likely to turn to such results. As such, it’s important to include keywords in meta descriptions. However; using only keywords as meta tag content is a big no-no.
Write descriptions that explains users what the page is about so that they can make a decision to or not to visit the webpage. Avoid copying the entire webpage content into the tag description. Increase relevancy of descriptions by avoiding generic descriptions such as “webpage about watches” or “this page is a webpage.”
Use different meta descriptions for every page. Having the same description for all pages can confuse both search engines and readers, especially if a search term throws up multiple pages on your website. In case your website has hundreds of pages, writing descriptions for each page can be practically impossible. In such cases automate meta tag description generation to generate tags on the basis of webpage text.