Blogging Basics – How to Write a Meta Description

So you think you know how to blog? Well, maybe you do. Let’s talk about some basics with this new series. The next topic we need to cover are meta descriptions. They are an important part of your blogging real estate — not to be missed. If you missed the last post it’s all about headings and how to use them properly.

What is a Meta Description?

Meta descriptions are intentional excerpts. If you don’t write a meta description in your SEO plugin like Rank Math or Yoast, then search and social results will show the first few sentences.

“The meta description is an HTML attribute that provides a brief summary of a web page. Search engines such as Google often display the meta description in search results, which can influence click-through rates.”

MOZ

Facebook’s Open Graph will also use the meta description when that link is shared on social media. Other sharing platforms like Twitter and LinkedIn defer to Facebook’s Open Graph data.

If you don’t write a meta description, then search results and Facebook’s Open Graph will take as much of the first few words as they can. That might not even be your best sentence or two. It looks awkward at best. Remember, the goal of your blog posts is to grow your community.

Why is a Meta Description Important?

The meta description tells people (and search engines) what your article is about. It should entice the reader to click. So, the best practice is to share the link on social.

A well-written meta description will help your audience decide — in those first precious seconds — if they want to click on the link and read your post. I go into detail on how to set up Open Graph for optimal results in my tutorial. So, feel free to refer to that as well.

Think of a meta description as a billboard on search results (SERPS) and social media. Don’t just rely upon the first sentences or truncated version. You’re better than that.

“There is evidence that meta descriptions that have been well-written and properly optimized are directly responsible for increased ‘website curb appeal.’”

Search Engine Journal

Don’t follow strange trends like sharing a photo and putting the link in afterward. You won’t trick the platform or people; you’ll confuse both. More and more search is about intent, your social connections, and solving the user’s problem.

How Long Should My Meta Description Be?

Your meta description should be 155 characters with a strong call to action. Don’t follow bizarre trends. Google is always experimenting. Always go for the lowest common denominator.

When your blog post is tweeted or shared on Facebook, the meta description is extra real estate to get your message across. Paired with a featured image, your blog post will be appealing.

You can preview your meta description in tools like this one from Smart Search Marketing. Also, Facebook’s Sharing Debugger is another great tool to show you how your blog post will look on social.

Engage Your Community

Blogging brings people to your site  — which helps build your community. With PeepSo, you can build a growing and thriving community. How will you engage your community?

Brought to you by Bridget Willard

Marketing Consultant & Strategic Partner. Keynote Speaker. Author. CEO. I’d love to train your team how to effectively use social media.