Meta descriptions

What are meta descriptions?

Meta descriptions are displayed as a site preview below search results and in conjunction with links as well as whenever you share your page on social media. These short text blocks serve as a summary of your page’s content. They have no influence on your site’s search engine ranking, but they can increase the number of clicks you receive over time if they are cleverly formulated. In search results, the meta description is below the link.

Finding the right words for your meta description

When writing a meta description, imagine your website like a store. Ask yourself what you have to offer and view this short text as the shop window, offering passersby a glimpse inside. Think about the search terms your visitors may use to find you and incorporate them as central keywords in the meta description. And don’t forget to use synonyms. Google uses these search terms to guide visitors to your site and will bold them wherever they are found in the meta description so users can easily find them in context. Pay attention to the following tips for writing a meta description:

• Write a lively, but informative text
• Keep it brief: 2–3 sentences suffice, since only 200 characters will be displayed
• Integrate relevant keywords (how will your target audience search for your site?)
• Avoid repetition within a single area
• Use short, precise formulations, ensuring that your text is easily comprehensible
• Only use words from a foreign language where absolutely necessary
• Ensure that a uniform language is used throughout – if working with a translation, make sure that subpages and links are translated, too
• Use action verbs to make your website more simulating and provocative to users

Note: If no meta description is specified, text segments from existing portions of your website such as news teasers, the header or body text will be displayed. Make sure to choose an appropriate header, since this will appear in search results and be the first thing potential visitors see.