{"id":53571,"date":"2016-01-19T16:30:43","date_gmt":"2016-01-19T15:30:43","guid":{"rendered":"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/meta-description"},"modified":"2020-11-17T10:20:00","modified_gmt":"2020-11-17T09:20:00","slug":"meta-description","status":"publish","type":"dicmarketing","link":"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/meta-description","title":{"rendered":"What is a meta description and how does it influence organic traffic?"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#How_descriptions_are_created_in_search_result_snippets\">How descriptions are created in search result snippets<\/a><\/li><li><a href=\"#How_does_the_meta_description_influence_organic_traffic\">How does the meta description influence organic traffic?<\/a><\/li><li><a href=\"#How_to_optimize_the_meta_description_according_to_the_website\">How to optimize the meta description according to the website<\/a><\/li><li><a href=\"#Writing_meta_descriptions\">Writing meta descriptions<\/a><\/li><li><a href=\"#Tools_to_check_meta_descriptions\">Tools to check meta descriptions<\/a><ul><li><a href=\"#Screaming_Frog\">Screaming Frog<\/a><\/li><li><a href=\"#Thruuu\">Thruuu<\/a><\/li><li><a href=\"#SEMRush\">SEMRush<\/a><\/li><\/ul><\/li><li><a href=\"#Additional_references\">Additional references<\/a><\/li><\/ul><\/div>\n<p>The meta description is a meta tag whose content serves as the primary reference for the description that search engines display under the title in the <a title=\"Read more about snippet in Human Level's Online Marketing Dictionary\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/snippet\" target=\"_blank\" rel=\"noopener noreferrer\"><em>snippet<\/em><\/a> of their search results:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-40453 size-large\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/SERP_description_snippet-1024x178.gif\" alt=\"Description in a snippet of a Google Result\" width=\"1024\" height=\"178\" \/><\/p>\n<blockquote><p>The meta description must be included between the tags &lt;head&gt; and &lt;\/head&gt; of the page and its length must not exceed 150 characters, spaces included.<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-40454\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/meta-description_ubicacion-1024x372.gif\" alt=\"Location of the meta description\" width=\"1024\" height=\"372\" \/><\/p>\n<p>The meta <i>description <\/i>plays no role when the user visits the website. Nor does it influence the calculation of page relevance and, therefore, its positioning. The main function of this meta tag is to present our best value proposition in the Google result itself, a powerful reason to click on ours before any other.<\/p>\n<p><iframe loading=\"lazy\" title=\"\u00bfQu\u00e9 es la META DESCRIPTION? | Diccionario de Marketing Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/wpQMpsDJwSc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><span id=\"How_descriptions_are_created_in_search_result_snippets\">How descriptions are created in search result snippets<\/span><\/h2>\n<p>The text displayed in the result description can come from the meta description tag or from the rest of the page content. As a general rule, Google presents the user-defined text in the meta description. Only when it is not sufficiently descriptive or relevant, or detects indications of abuse, will it select a different fragment of the page content.<\/p>\n<p>Therefore, it is the responsibility of webmasters to always provide a relevant meta description that accurately summarizes the content of the page. This way the user will know that it contains what he\/she is interested in.<\/p>\n<p>Currently, <strong>we cannot prevent Google from extracting the description from other content areas,<\/strong> although we can prevent it from displaying a description including the meta robots with the &#8220;Nosnippet&#8221; directive. However, if we want our page to be positioned and visited, this practice would be counterproductive.<\/p>\n<p>Sometimes you may want to prevent content from certain parts of the page from appearing in the result. We will use the <em>data-nosnippet<\/em> attribute for this purpose. This can be done at the HTML element level in the tags &lt;span&gt;, &lt;div&gt; and &lt;section&gt;:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-40455\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/data-nosnippet-1024x617.gif\" alt=\"Use of data-nosnippet attribute\" width=\"1024\" height=\"617\" \/><\/p>\n<h2><span id=\"How_does_the_meta_description_influence_organic_traffic\">How does the meta description influence organic traffic?<\/span><\/h2>\n<p>As the meta description does not influence the positioning of a page, its wording can be neglected. This approach is wrong, because<strong> the meta description acts as a very important bridge between the user and his inclination to visit a certain website for the following reasons<\/strong>:<\/p>\n<ul>\n<li>We are used to glancing at this brief summary to decide which result we will click on.<\/li>\n<li>A meta-description that connects with the user&#8217;s buying motivations or interest will increase<strong> the <a title=\"Read about CTR in Human Level's Online Marketing Dictionary\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/click-through-rate-ctr\" target=\"_blank\" rel=\"noopener noreferrer\">click-through rate<\/a> <\/strong>of the result.<\/li>\n<li>If we include keywords that match the user&#8217;s search, they will appear in bold in the result, increasing their visibility.<\/li>\n<li>If we also add some incentive, we will awaken the user&#8217;s attention and he\/she will feel the desire to visit the page.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-40458\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/zapatos-hombre-serp-1024x264.gif\" alt=\"Search result men's shoes\" width=\"1024\" height=\"264\" \/><\/p>\n<p>In short, the meta description is an advertising space for our product or service that we cannot miss.<\/p>\n<h2><span id=\"How_to_optimize_the_meta_description_according_to_the_website\">How to optimize the meta description according to the website<\/span><\/h2>\n<p>When optimizing the meta description, take into account the type of page and its content. Broadly speaking, we can differentiate between different types of websites:<\/p>\n<ul>\n<li><strong>E-commerce: <\/strong>it can be a listing page (category or product family) or a product card. In this case, we recommend including the target keyword of the page and highlighting the competitive advantages of our business, along with a call to action that encourages clicks.<\/li>\n<li><strong>Corporate website: <\/strong>the meta description will contain a brief summary of the page and, as far as possible, the target keyword for positioning will be included.<\/li>\n<li><strong>Blog<\/strong>: the information presented will be merely informative. A very brief summary of the site and what the user will discover or learn from it. We will avoid giving you the gist of the content, otherwise you will lose interest in visiting us.<\/li>\n<\/ul>\n<h2><span id=\"Writing_meta_descriptions\">Writing meta descriptions<\/span><\/h2>\n<p>If we have already convinced you of the importance of a good meta description, here are our tips to improve it:<\/p>\n<ul>\n<li>A good meta description must be<strong> unique and original for each page<\/strong> of your website. On websites with large volumes of dynamic content, this meta tag is composed from patterns defined for each template where static text strings are combined with dynamic values extracted from a database.<\/li>\n<li>Establish the main idea(s) you want to tell the user: you only have 140 characters to do so. <strong>Be concise and to the point<\/strong>. If we include an excessively long description, Google will display it truncated or use another text string from the page content.<\/li>\n<li>Use language that <strong>encourages the user to click<\/strong> and enter. Outlet, discounts, offers, free shipping, 24-hour shipping, official or exclusive distributor of a brand&#8230; Highlight any differential advantage that responds to any of your customers&#8217; purchase motivations: price, brand, exclusivity, guarantee, security, trust, experience&#8230;<\/li>\n<li><strong>Include keywords<\/strong> naturally in the wording. Do not over-optimize but take the opportunity to add relevant complementary data to the information presented in the title. Is there anything worth noting? Hotels, for example, often include the tagline &#8220;minimum price guarantee&#8221; to discourage comparison of their prices with aggregators.<\/li>\n<li><strong>Use calls to action<\/strong> (CTA). For example: &#8220;Click here to learn more&#8221; or &#8220;Buy it now. Limited units&#8221;.<\/li>\n<li>Check which descriptions are not displayed in full in the results and <strong>correct them<\/strong>.<\/li>\n<li><strong>Avoid including excessive keywords<\/strong>. This impairs the search experience and will lead Google to choose a different text snippet.<\/li>\n<li>Make sure that <strong>all your pages have a meta description<\/strong>.<\/li>\n<\/ul>\n<h2><span id=\"Tools_to_check_meta_descriptions\">Tools to check meta descriptions<\/span><\/h2>\n<p>There are different tools to detect duplications, gaps and opportunities for improvement in our meta descriptions.<\/p>\n<h3><span id=\"Screaming_Frog\">Screaming Frog<\/span><\/h3>\n<p>Enter the URL of your site and, once the analysis is complete, check the meta description tab:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-40462\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/screaming-frog.gif\" alt=\"Screaming Frog\" width=\"706\" height=\"516\" \/><\/p>\n<p>To speed up the analysis, I recommend that you use the filters on the right. You will be interested, above all, in these:<\/p>\n<ul>\n<li><strong>Missing:<\/strong> pages that have no meta description.<\/li>\n<li><strong>Duplicate:<\/strong> pages with the same meta description as others.<\/li>\n<li><strong>Multiple:<\/strong> pages with more than one meta-description.<\/li>\n<li><strong>Over 155 characters:<\/strong> descriptions longer than 150 characters.<\/li>\n<\/ul>\n<h3><span id=\"Thruuu\">Thruuu<\/span><\/h3>\n<p><a href=\"https:\/\/app.thruuu.com\/es\" target=\"_blank\" rel=\"noopener noreferrer\">Thruuu<\/a> is a free tool for analyzing Google results. With it, we can extract the titles, descriptions and much more information of the pages positioned for a given <em>keyword<\/em> but we can also extract the titles and meta description that Google is showing for a listing of our own website, if we search with the command site:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-40464\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/thruu-1024x160.gif\" alt=\"\" width=\"1024\" height=\"160\" \/><\/p>\n<p>Very interesting to detect when Google accepts our descriptions, when it truncates them and when it replaces them. This way we can do a finer job of optimizing them.<\/p>\n<h3><span id=\"SEMRush\">SEMRush<\/span><\/h3>\n<p>SEMRush&#8217;s Site Audit functionality is really useful for these cases. Register your project and you will get a list of pages to improve your meta descriptions.<\/p>\n<p>As an additional detail, remember that <strong>meta descriptions<\/strong> &#8211; in addition to being used by search engines &#8211; <strong>are also displayed when a link is shared on the main social networks<\/strong> such as Facebook or LinkedIn. One more reason to take great care in writing them well.<\/p>\n<h2><span id=\"Additional_references\">Additional references<\/span><\/h2>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/special-tags?hl=es\" target=\"_blank\" rel=\"noopener noreferrer\">Special tags that Google understands<\/a><\/p>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/title-link?hl=es\" target=\"_blank\" rel=\"noopener noreferrer\">Display effective titles and snippets in the results<\/a><\/p>\n<p><a title=\"Read about meta descriptions on the Moz blog\" href=\"https:\/\/moz.com\/blog\/i-cant-drive-155-meta-descriptions-in-2015\" target=\"_blank\" rel=\"noopener noreferrer\">Meta Descriptions in 2015 on the Moz blog<\/a> by Dr. Peter J. Meyers<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>IndexHow descriptions are created in search result snippetsHow does the meta description influence organic traffic?How to optimize the meta description according to the websiteWriting meta descriptionsTools to check meta descriptionsScreaming FrogThruuuSEMRushAdditional references The meta description is a meta tag whose content serves as the primary reference for the description that search engines display under the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":47968,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"letra":[385,394],"area":[412],"class_list":["post-53571","dicmarketing","type-dicmarketing","status-publish","format-standard","has-post-thumbnail","hentry","letra-d","letra-m","area-seo","entry"],"yoast_head":"\n<title>What is a meta description and how does it influence organic traffic?<\/title>\n<meta name=\"description\" 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