In the big, bad world of Search Engine Optimisation (SEO), meta descriptions can seem like the least of our worries. So let’s dig deep, and determine why creating them can have such a positive impact on your website’s search engine rank.

Firstly, what are meta descriptions?

Meta descriptions are small pieces of text created manually for a website’s pages, blog posts, case studies etc. This text is made up of a maximum of 150 characters, and its main function is to let users, and search engines, know what the content within that particular page will contain.

Why do I need to create them?

If you don’t manually create a meta description for your page or post, then search engines will create the text for you.

For example, Google automatically pulls out the text within the page that is relevant to the user’s search engine query. So, if the first piece of text on your page or post isn’t communicating what you need it to, it’s important to manually create a description; so you can appropriately entice user’s to visit your website.

*sometimes google will still pull through relevant text from the page, dependent on the query.

An expertly crafted meta description will increase the chance of a user clicking through to your page.

How can I create effective descriptions?

1. Do your keyword research

Conducting keyword research can help you determine what your target customers are actually searching for. It can give you alternative words or phrases that will help your overall search engine rank, and is particularly useful for organisations that use industry-specific vocabulary.

2. Choose the keywords or phrases you want your page or post to optimise for

From your refined keyword list (as a result of your research), choose the keywords or phrases that are appropriate for your page or post. Consider what the topic or angle is, and what you can realistically rank for.

3. Use that keyword appropriately

Use your chosen keyword appropriately within the body text of your page or post, and use it at least once in your meta description. This will help Google recognise that the actual content within will be relevant to the user’s search query.

4. Create a compelling call to action (where necessary)

Finally, a compelling call to action can invoke an immediate response with the user, and ultimately act as that final push in encouraging them to click through to your page or post.


Interested in improving your WordPress website’s search engine rank? Give Mackman’s WordPress specialists a call on 01787 388038 or email us at