{"componentChunkName":"component---src-templates-post-index-js","path":"/blog/perfect-meta-titles-and-descriptions/","result":{"data":{"site":{"siteMetadata":{"logo":"https://content.afosto.io/5719193282412544/brand/AFO-Logo-compleet-kleur-RGBat4x.png","siteUrl":"https://afosto.com","siteName":"Afosto.com","twitter":"https://twitter.com/afosto","facebook":"https://twitter.com/afosto","company":{"foundingDate":"2014","founders":["Tjeuke horsten","Peter Bakker"],"phoneNumber":"050 711 95 19","email":"support@afosto.com"},"address":{"streetAddress":"Kieler Bocht 15C","locality":"Groningen","region":"GR","postalCode":"9723 JA","country":"NL"}}},"strapi":{"blog":{"title":"How to write perfect meta titles & descriptions for SEO","slug":"perfect-meta-titles-and-descriptions","id":"21","locale":"en","localizations":[{"locale":"nl-NL","slug":"perfecte-meta-titles-en-descriptions"}],"seo_title":"Perfect Meta Titles and Descriptions the ULTIMATE GUIDE (& Cheatsheet)","seo_description":"In this article, read in 10 minutes how to stay ahead of your competition in Google by adding good meta titles and descriptions to your pages.","reading_time":"00:09:00.000","published_at":"2021-12-27T15:39:10.617Z","author":"Sander Kah","updated_at":"2021-12-27T15:39:10.797Z","body":"In this article, we explain how to create the perfect meta titles and descriptions for better SEO rankings. A handy step-by-step explanation where we take you through the usefulness and necessity of good meta titles and descriptions (also known as SEO titles and descriptions) for better ranking in the search engines. \n\n## What are SEO titles and descriptions? \n![afosto-serp-meta-title-description.png](https://qcqcdn.com/afosto/afosto_serp_meta_title_description_3ecb3d76f0/afosto_serp_meta_title_description_3ecb3d76f0.png)\nIn the image above, you can see the meta title and description of [Afosto](https://afosto.com). The meta title is the title of the page that is displayed in the search results. The meta description is the (short) description of that same page. Search engines use this title and description, among other things, to determine for which keywords they should display your page. You can see it as a kind of advertisement for your page.\n\n## How do you write a good Meta Title?\nA good meta title is essential for better ranking. Below is a list of some guidelines for better meta titles:\n- 50-60 characters (use [this tool](https://totheweb.com/learning_center/tool-test-google-title-meta-description-lengths/) to check how long your meta title is)\n- Write for people, not search engines\n- Make sure all title tags are unique (a unique title for each page)\n- Make sure there is a title tag on all pages\n- Focus on a descriptive title \n- Keep it short and sweet\n- Use the right keywords\n- ATTRACT the reader by adding EMOTION to your title\n- Add (brackets) to your title \n- Example: `Furnishing the attic: This is how you do it! (5 tips) `\n- Use \"curiosity\" to provoke a click on your title  \n- Example: `5 Tips for the Best SEO Titles (Which Google Doesn't Want You to Know)`\n- Put your keyword at the front of the title\n\n### Step 1. Choose one PRIMARY keyword to focus on.\nThe primary keyword you focus on is the subject that is most important for the page to be found. Because the search engines are getting smarter we use the subject, because if you write a good page you will not only gather traffic for that one keyword but also for e.g. synonyms of the same word. \n\nWith **free tools** like [Google Keyword Planner](https://ads.google.com/intl/nl_nl/home/tools/keyword-planner/) and [Google Trends](https://trends.google.nl/trends/) you can see how often a particular word is searched for. \n\nIf you want to do even more extensive research then you can look at **paid tools** like [Semrush](https://semrush.com) and [Ahrefs](https://ahrefs.com/)\n\n### Step 2. Find LONG-TAIL variations of your primary keyword.\nIn addition to the primary keyword for the page, it usually makes sense to focus on one or two long-tail keywords.\n\nWhy? Because it can take a long time to rank for your main keyword if it is a competitive one. What gets results much sooner are long-tail keywords.\n\nThe great thing is that these longer variants can often be included well in your title tag giving your meta title a natural look. \n\n**Example:**\n\nPrimary keyword: \"seo tips\" (3,800 searches/month);\nLong-tail variation #1: \"seo tips for beginners\" (100 searches/month);\nLong-tail variation #2: \"small business seo tips\" (70 searches/month)\n\n*these estimate searches are based on results from a Semrush keyword research with target country The Netherlands \n\n### Step 3. Set your BASIC Meta Title\n\nThe next step is to create a basic title.\n\n1. Focus on descriptiveness: The title should accurately describe what the page/post is about and raise reader expectations that will be met;\n2. Keep it short and sweet: Your finished meta title should be no longer than 50-60 characters. \n3. Add your keywords: Make sure your primary keyword is in the title tag. And if possible, put the long-tail variation(s) in there too.\n\n### Step 4. Look at what is unique about the content of your page (and let it stand out!)\nThe moment people type something into Google they are looking for something.\n\n\nPeople tend to look for certain \"USPs\" (unique selling points) in search results - The exact USPs they are looking for will depend on the nature of the search.\n\n\nIf you have created your page/post around a specific search query/topic, it is likely that there is already overlap between the \"USPs\" that your page content contains and the USPs that people want to see.\n\nAll you have to do then is add these usp's to your meta title.\n\n\nHere are five examples of types of \"USPs\" that people value (and how you can make them clear in your meta title):\n\n**Depth / Thoroughness**\n\nPeople like thorough, in-depth sources of information. That's probably why there is a clear correlation between content length and ranking in search engine results. If your source is more thorough than other search results, don't hide that. Entice the click by adding words/phrases like these to your title tag: \"ultimate\", \"complete\", \"definitive\", \"study\", \"step-by-step\", etc.\n\n**Lists / Quantities**\n\nPeople love lists. We recommend that you always put a number in your title tag for posts that look like a list. For example: The top 5 tips, the 10 best ... and the number 1 ...\n\n**Speed / Conciseness**\n\nNo one wants to read endless articles and spend a lot of time learning or accomplishing something. If your content is concise and to the point, this is also a USP. \"Sell\" the content with words/phrases like these in your title tag: \"quick,\" \"easy,\" \"...in X minutes,\" \"today,\" \"now,\" etc. \n\nFor product pages, try things like, \"free shipping\" or \"next day delivery\" (if you can make this true, of course).\n\n**Topicality**\n\nSome searches (e.g., \"SEO tips 2018\") call for fresh results. No one will click on a result from 2012 for such searches. To communicate timeliness, add words and phrases like these to your title tag: \"...in 20XX\", \"last updated Jan. 18\", etc.\n\n**Brand**\n\nPeople are more likely to click on a search result from a brand they know and trust. So, if you're somewhat well-known in your industry, add your brand name to your title tag.\n\n## How do you write a good Meta Description?\n### What is the purpose of a meta description?\nThe main purpose of a page's meta description is to get visitors to SERPs (search engine pages) and social media to click on the link to your page. In essence, it attracts users and generates traffic to your page!\n\nIn this sense, you can think of the meta description as a \"mini-advertisement\" for your page, providing a preview of the page's content. Because there are so many results from a Google search, the meta description is your small (but valuable!) real estate space to succinctly explain what the page offers - in other words, if you do it right, it makes your ad stand out. \n\n### Why is the meta description important?\nThe meta description, if well written, helps to improve the **click-through rate (CTR)** to your website from the search engine pages (SERP). Google says that the meta description does not lead to direct page rank benefits, but there is an indirect benefit, a well-written meta description does lead to a higher CTR and Google does use this metric to determine the position of a page.\n\nUsers will click on content that appeals to them and answers their question, so make sure you write your meta description with the user in mind. Searchers will appreciate good content, you just need to entice them to go there first. You do that with a good, clear and enticing meta description.\n\nThe following outlines how to write a good meta description and then increase your organic search CTR.\n\n### How to Write Meta Descriptions for SEO\nNow that you know what a meta description is and why it's important to your site and content, let's talk about how to write one.\n \nA good meta description prioritizes the user experience and has the following three characteristics:\n1. Answer these 2 questions, \"What is the page about?\" and \"Why is the page the best choice for my search?\n2. Contains the primary keyword the page wants to rank for. \n3. Explains the benefits of visiting the page.\n\nTo write a good meta description and ensure a higher CTR, stick to these things:\n**Put the most important information first** \n\nEach meta description should quickly communicate the topic - and benefit - of the page. If the web page is for a specific product, brand or topic put those terms and keywords at the beginning.\n\n**Make your meta description conversational** \n\nWrite for people, not search engines or algorithms. Natural language communicates better.\n\n**Place all content in terms of the benefits to the user**\nEdit your meta descriptions several times. On a second or even third time, you'll often see better ways to put more benefits, details, and value into the available space. Also, don't be afraid to go back and update your meta descriptions from existing pages.\n\n### Guidelines for writing meta descriptions\n- The length may be up to 920 pixels on desktop and 680 pixels on mobile. This equates to approximately 158 characters for desktop approximately 120 characters on mobile\n- Use **CTAs ** (call to actions), which will generate additional clicks\n- Make it specific and relevant. Use the primary keyword anyway and long-tail keywords if possible\n- Do not create duplicate meta descriptions\n- Don't mislead searchers, this causes a high bounce rate and therefore worse rankings.\n- Offer a solution or benefit. Create value!\n\nWrite this way and meta descriptions become a more than important ranking factor for your pages. It makes clicking on your blog post, product or web page the only practical action. Hello, high CTR!\n\n### What to avoid when writing meta descriptions\n- Don't stuff your keywords. If you repeat your keyword too often, you will be penalized by both search engines and users. \n- Don't copy and paste a large portion of the content of the page or post as the meta description. Take the time to write a unique description to give your users and search engines a page description that serves as a mini-advertisement.\n- Don't use the same description on more than one page or post. This confuses the search engine and dilutes the effect. \n\nMissing or unoptimized meta descriptions are one of the most common technical SEO problems.\n\n### Examples of good meta descriptions\nBelow are some examples of good Meta descriptions and why they are good.\n\n**Youtube**\n\nEnjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.\n\nWhy? This meta description is written for the end user. It is informative and communicates the idea of fun and community while in a short and powerful way.\n\n**Airbnb**\n\nFind vacation rentals, cabins, beach houses, unique homes and experiences around the world - all made possible by hosts on Airbnb.\n\nWhy? It directly compares the brand to \"experiences.\" It also contains action-oriented verbs, which attract clicks.\n\n**LEGO**\n\nExplore the world of LEGO® through games, videos, products and more! Shop awesome LEGO® building toys and brick sets and find the perfect gift for your kid.\n\nWhy? Again, we see a well-written mini-advertisement with actionable verbs and good keywords.\n\n## Wrappin it up\nThe meta titles and description are a small but powerful aspect of search engine optimization - it's the chance to beat your competitors with it. Too many companies leave this out and in turn miss a crucial opportunity to improve CTR. \n\nMake sure you create an engaging meta description for your pages that convinces end users to click on you instead of your competitors. SEO is ultimately about creating the most positive search experience for visitors, not chasing Google's algorithm.\n\n","primary_image":{"url":"https://qcqcdn.com/afosto/banner_blog_afosto_meta_title_description_f00e69c388/banner_blog_afosto_meta_title_description_f00e69c388.jpg"},"blocks":[{"title":"What is a Meta Title? (SEO title)","contents":[{"body":"A meta title is the title of a page for search engines and the meta description is the description of a page. These are the pieces of text that you see in the search results (from google for example). "}]},{"title":"What is a Meta Description? (SEO description)","contents":[{"body":"A meta description is a short snippet, a meta tag in HTML, that summarizes the content of a web page. On a search engine results page (SERP), the meta description appears below the page title and URL. It is a crucial part of on-page SEO, which is why you need to understand the best practices for optimization."}]},{"title":"How long should a Meta Title be?","contents":[{"body":"Google bases the length of meta titles on pixels, so keep this specification in mind for the display of your SERPs (search engine results page). The limit on desktop is 600 pixels, which is about 158 characters, and 680 pixels on mobile, which is about 60 characters."}]},{"title":"How long should a Meta Description be?","contents":[{"body":"Google bases the length of meta descriptions on pixels, so keep this specification in mind for the display of your meta descriptions on the SERPs. The limit on desktop is 920 pixels, which is about 158 characters, and 680 pixels on mobile, which is about 120 characters."}]},{"title":"What is a primary keyword?","contents":[{"body":"The primary keyword of a page is the most important term that page is about. The term you want to be found with the page's content."}]},{"title":"What are long-tail keywords?","contents":[{"body":"Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they are closer to a point-of-purchase or when they are using voice search. They're a bit counterintuitive, at first glance, but they can be hugely valuable if you know how to use them."}]},{"title":"How do you find long-tail keywords?","contents":[{"body":"The easiest way to find long-tail keywords is to use Google Suggest. You do this by typing your primary keyword into Google and seeing what \"suggestions\" Google comes up with. These are often combinations of other words containing your primary keyword. "}]},{"title":"What is CTR?","contents":[{"body":"CTR stands for Click Through Rate, CTR is expressed as a percentage and indicates what percentage of visitors who see a certain ad (or in this case meta title & description) actually click on it. For both search engines and ads a very important metric that indicates how well your ad or meta title and description perform.\n\n\n\nIf Google sees that your page has a higher CTR than that of your competitor then Google will place it higher in the search results over time which of course will lead to more visitors."}]}]}}},"pageContext":{"slug":"/blog/perfect-meta-titles-and-descriptions/","id":21,"locale":"en"}},"staticQueryHashes":["4130126704","494587200"]}