…so that users and search engines will reward you with attention
In contrast to the use of the title tag, editing the meta description has no direct influence on Google’s ranking, but it does have an indirect effect.
The Importance of The Meta Description Tag
Taken alone, the Meta Description Tag is none of the 200+ parameters that enter the algorithm. However, a good description can significantly increase the click-through rate for the listing in search results for your product or service.
If this happens, more visitors can be directed to your site. If the expectations of the visitors associated with the description read are well met and the bounce rate at this point is not high, these results will not be overlooked by Google.
In this case, Google will see the relevance of your website confirmed accordingly. Conversely, of course, the opposite applies.
A description should lead the visitor to a specific action. Not always it will be as easy to do as it is suggested in various articles of SEO experts, who define the content of a good description. These insiders often suggest you should proceed according to the pattern of Attention, Interest, Desire, Action (the AIDA principle) when creating this meta information. However, though the principle can´t always be applied, it indeed can provide some help to structure content meaningfully.
The length of the description
The length of the description is significantly more generous with 250 characters compared to the title tag with its 70+ character extent. So it is far easier to build complete sentences with grammatically correct syntax.
Example Description For A Local Repair Service
Let’s go back to the example of the local repair service for smartphones mentioned in another post. We phrased the title as follows:
Smart Phone Repair in [A-Town] | Reliable 48 hrs service | Android, IOS
Assuming we want to pick up on the information mentioned in the title but deepen and specify, then the example of a successful description relying on the AIDA principle could sound like that
[Your Company] offers fast and reliable smartphone repair services in [A-Town]. We serve more than 4000 happy customers since 2004. You only need to wait for maximal 48 hours to get your ready to use smartphone back. New customers save 20%.
The AIDA elements in this example are
ATTENTION: [Your Company] offers fast and reliable smartphone repair services in [A-Town]
INTEREST: since 2004 with hundreds of happy customers
DESIRE: You only need to wait for maximal 48 hours to get your ready to use smartphone back.
ACTION: New customers save 20%.