On-page SEO: How to optimize your Meta Description



The Title Tags and Meta descriptions are the first elements found by the users in the SERPs (Search Engine Results Page) when they run a search. Every SEO Agencies and SEO Experts can’t stress enough the crucial impact that this data has on your ranking.

It is because the Title Tag as well as the Meta Description are part of the criteria taken in consideration by Google algorithm to rank your pages.


So what are the best practices to have that data perfectly optimised? What are the mistakes to avoid? How to seduce both Google spiders and visitors at the same time?


Title Tags: what are the optimisation rules?


It is important to note that the Title Tag presents a double bind for your pages ranking: while it has to comply with Google algorithm, it also needs to deliver on the searcher’s expectations when he/she enters a request.


Google relevancy

Here are the main rules to respect when you optimize your Title tags, and want to make sure that Google robots clearly understand your pages and the requests on which you want to rank:


  • Use your main researched keyword in the Title Tag
  • Place it preferably at the beginning of the title
  • Do not repeat it (risk of over-optimization)
  • Don’t use the same title for different pages of your site
  • Prefer short sentences over list of words
  • Keep your title under characters to prevent cut-offs



User experience

Here are a few advices to attract traffic and make a visitor click more on your result than another in the SERP:


  • Try to project put yourself in the user ‘shoes when he/she runs a search
  • Identify the needs and the purposes of the request
  • Answer these needs in the best way possible
  • Make your title clear and appealing: use punctuation, and chose your words carefully
  • Don’t hesitate to seduce with selling points such as special discount etc.


You can find more advices in our FREE eBook: 17 SEO Myths that you Should Leave Behind in 2016




How to optimize the Meta Description


As opposed to the Title Tag, the Meta Description has one purpose only: seduce and attract the most visitors as possible.

The Meta Description has an indirect effect on the ranking: by offering a quality experience to the users, you’ll be well seen by Google and will increase your chances to rank better.


User experience

Since the Meta Description is not impacted by any Google rules, you can get freely creative and elaborate further in a very compelling manner on what is your offer and why it shouldn’t be missed. Always keep in mind what’s the user is after to give a most relevant answer as possible, which will trigger the click, one step closer to the conversion.


The Meta Description shouldn’t be over 150 characters to prevent cut-offs.




About the keywords


If you’re not sure of your keywords choice or are looking for ideas, you can run a keywords analysis, part of the SEO Audit, which is based on the viewers ‘requests, keywords competition, and keywords opportunities. Long tails keywords (niches) will be generated and included in order to rank on the first page.

The Google Keywords Planner is a great tool to research keywords and see how they perform, once added in your campaign.





Google will always favour the Website which answers the best to the user’s request and this starts with a perfect optimization of the Meta Data (Title Tag + Meta Description).

That’s the reason why the trick is to imagine what’s hidden behind a specific request and what’s the visitor really wants to see. If you can figure it out, offer a rich and relevant answer while respecting the Google technical criteria, then you have all the chances not only to rank well, but to convert more.

However, keep in mind that even though attracting the Visitors to your site may seem the hardest part, you’ll have to be consistent with this strategy in your pages content as well: it is imperative that your internal content reflects your promising Meta Data if you don’t want to disappoint your visitors and negatively impact your ranking.


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