Published 2013-08-12 ·5 min read
How to optimize the META DESCRIPTION Tag
A well-optimized META DESCRIPTION tag is between 70 and 145 characters long, contains three target keywords (one main, two secondary), leads with the main keyword, and is unique on every page of the site. Anything shorter than 70 characters risks Google replacing it with auto-extracted text; anything longer than 145 characters gets truncated in the search results.
In the previous article we saw how to optimize the TITLE Tag. Some of the necessary steps in order to optimize the META DESCRIPTION tag are very similar, but we will study them again due to their importance.
Quick reference: META DESCRIPTION rules
| Rule | Recommendation |
|---|---|
| Length | 70-145 characters |
| Keywords | 3 max (1 main + 2 secondary) |
| Main keyword position | First |
| Brand position | Last |
| Uniqueness | One per page |
| Duplicates | None allowed |
1. Select your keywords correctly
A good keywords research is vital for a successful optimization and we should devote all necessary time to this task. Use the Google AdWords Keywords Tool to do your research.
Try to think how the user would search for what you are offering. What would he search for in Google? When researching for keywords with the AdWords Keywords Tool, concentrate on the number of searches and the competition of each result, they are important if you want to obtain a lot of visits.
We should not be afraid of targeting high competition keywords, SEO is not about ranking first but attracting relevant traffic and that your visitors generate conversions. Think about the psychology of the keywords you choose (eg having intention to buy), do not focus only on the ones with more traffic.
2. Three keywords maximum
The META DESCRIPTION should not be a list of keywords (that is called “keyword stuffing”). It is a serious beginner’s mistake and search engines penalize it severely.
From the list of keywords that you got with the Google tool, select three: one main and two secondary. If you try to optimize for many keywords, each individual keyword loses relevance. Also, even if your website acquires a high ranking in Google, titles that only show a list of keywords are not as attractive as descriptive titles, lowering your CTR.
3. Length between 70 and 145 characters
A META DESCRIPTION tag with more than 145 characters may appear cut off on the Google results page. On the other hand, those which have less than 70 characters may be replaced for a text extracted from the page content.
Write a META DESCRIPTION that includes the three keywords you have selected and that describes the content of the page. This way, we increase the CTR because the keywords appear highlighted in the Google results page and we decrease the bounce rate.
4. Main keyword first
The Google algorithm gives more importance to keywords that appear first in the META DESCRIPTION Tag. If you want to include your name or your brand in the description of some or all your pages, insert it at the end of the Tag.
5. No duplicate META tags
Some CMS Themes may show duplicate META DESCRIPTION Tags on the same page, especially if we try to define them manually and have no experience working with HTML & PHP code. Check that there are no duplicate META DESCRIPTION tags on the home page, inner pages and posts of your website.
6. Unique META DESCRIPTION for each page
It is possible that if you use a CMS like WordPress the same META DESCRIPTION may appear on multiple pages of your website. This can cause duplicate content issues, which is penalized by Google. In order to identify pages with duplicate TITLE Tags you can use Google Webmaster Tools.
7. Make sure it has not been deleted
It is possible (and very frequent) that the Theme you have chosen for your CMS is not well coded and the META DESCRIPTION tag has been removed. If this is so, you will need to tweak the code manually to generate it or find a suitable plugin.
Key takeaways
- Optimal length is 70-145 characters. Less gets replaced, more gets truncated.
- Use 3 keywords max: one main, two secondary. More is keyword stuffing.
- Lead with the main keyword. Push brand name to the end.
- One unique META DESCRIPTION per page. Duplicates trigger Google penalties.
- Verify your CMS theme is actually outputting the tag. Many themes ship broken.
FAQ
What is the ideal META DESCRIPTION length?
Between 70 and 145 characters. Below 70, Google often replaces it with auto-extracted page text. Above 145, it gets truncated with an ellipsis in the search results.
Does META DESCRIPTION affect rankings?
Not directly, but it heavily influences click-through rate (CTR) from search results, which is a ranking signal. A keyword-matched description gets bolded in the SERP and earns more clicks.
Should the META DESCRIPTION include my brand name?
Yes, but at the end of the tag. Google weighs the first words more, so lead with your main keyword and let the brand close the description.
What happens if two pages have the same META DESCRIPTION?
Google may flag it as a duplicate content signal in Search Console. Each page should have a unique description that matches its content.