In HTML , the Meta description tag is the 160-character text utilized to summarize the web page's content. It serves the advertising copy’s function. Meta description draws visitors to the SERP website; it is a highly important and visible part of search marketing. Writing a compelling and readable description using the important keywords helps to improve the click-through rate for the given page. To increase click-through rates on the search engine pages, it is vital to optimizing the keywords in the description that can match search queries.

Do Meta descriptions matter for SEO?

n search engine results, Meta descriptions are not the direct ranking factors. With your search listing, it appears as a snippet. From SERPs , it impacts on click-through rate, and this data leaves an impact on your ranking. SEO is used to optimize the keywords given in the Meta description. The importance of Meta description is not ignorable. Learn some more about it in the below lines.

Characteristics of the good Meta description

A focus on the main topic and a good Meta description can attract more users to click on social ads and search results page. It helps the website with more visitors and visits. Moreover, optimizing a Meta description can help to build content quality on the page. On the other hand, it increases the click-through rate on the search page. Some of its important characteristics are here.

1- Should contain the optimal length

In the Meta Description, it is important to use keywords wisely and contain a compelling description that searchers need to click. It must contain 150-160 characters.

2- Should have appropriate keywords

From an SEO point of view, it is important to place keywords correctly because it can enhance the searchers' clickability with the website’s content.

3- Should not be duplicated

Avoid copying Meta description. If your Meta description is copied, there will be less user experience in Google. So, the Meta description for all pages must be unique, like the Meta title. Your written Meta Description must be relevant to the content. In this way, you will get more clicks.

4- Must be in the active voice

Remember, passive language is boring. In the active language, when the subject of the sentence is taking action, it is attention-grabbing and easy to understand, and quick to visualize. It is an important writing tip that a writer should always write content in Active Voice. 

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