The Importance of Meta Description Tags

Do Meta Description Tags matter in SEO?


<meta name="description" content="KoMarketing Associates: B2B Internet marketing agency. SEO, PPC & Social Media Marketing. ROI Focused, Customer Driven." />

click images to enlarge

Meta Description Tags do indeed matter.

But, they do not help with keyword rankings.

When done right, a Meta Description tag will be used by search engines as the text that sits under the clickable title/text on the search results page, AND the keyword that you targeted for that page will be in the text and bolded.

Even more important, a well-written Meta Description Tag will encourage the searcher to take the next step and visit your Web site.  In essence, a well-written Meta Description Tag will increase the Click Through Rate (CTR) of your organic search listing.

How many characters should be used in a Meta Description Tag?

The ideal number of characters, including spaces, is roughly 140.  I have see references to a 160-character “limit” and to a range of 145 to 150 characters, but I feel that 140 characters is the optimal number to ensure that your entire description fits into the search result.

Aspects of a good Meta Description Tag:

  • 140 Characters
  • 25 to 30 Words
  • 2 Sentences
  • Mention of your Company Name or Branded Product
  • Value Statement – highlight the primary benefits of what you are offering
  • Call to Action – think of things like “free trial”, “download”, “subscribe”, “see statistics”, “submit”, etc.

Below are 3 examples of search queries that produced Meta Description Tags (or lack of) that provide a set of contrasts to analyze.

Note: The images in this post use the acronym “SERP”.  Definition: SERP = Search Engine Results Page.  It’s the page you see after you click the “search” button.

Keyword: crm software
Companies Highlighted:

click image to enlarge
Keyword: manufacturing software
Companies Highlighted:

click image to enlarge
Keyword: data warehouse training
Companies Highlighted:

click image to enlarge

Related Blog Posts:

“After several failed attempts to find a good SEO product, we were lucky enough to get introduced to KoMarketing. Derek and his team were able to clearly articulate an SEO strategy for our business. They worked closely with our developers to revamp our commerce site in a way that had minimal redesign impact, but big increases in organic visits and transactions. The team also did a fantastic job helping us measure results. I highly recommend KoMarketing to anyone looking for an SEO solution.”

— Kevin Bridges, Innovation Leader - Imagineer at Hallmark Cards

Start a conversation with the KoMarketing team:

Complete our inquiry form now