Importance of the
Meta Description Tag
Tony Subia May 2004
Subia Interactive.com

Many SEOs (search engine optimizers) will tell you that the Meta Description Tag provides little value, if any to a web page. That’s hogwash! If you want to seize every opportunity to create qualified leads to your website, always include a meta description and write it in a manner that maximizes its value.

The description tag provides two primary advantages towards building a flow of new traffic. It is contributory to search engine ranking potential and should be compelling enough to arouse user interest.

Benefit to Search Engine Ranking Potential
Generally, keywords that occur early in html content impresses search engine ranking algorithms. The meta description is considered as html content and since it resides near the top of the page source code, it is a desirable location for targeted keywords.

Keyword phrases used moderately in the content that are an exact match to a search query also impresses ranking algorithms. Therefore it’s important to include your most productive phrase within the meta description…but just one time. Then incorporate individual supporting keywords to strengthen potential.

Too much repetition of keywords could trigger an “over optimization penalty”. As a general rule don’t repeat a targeted phrase and don’t use an individual keyword more than twice. Keep your meta description limited to about 250 characters. Those search engines that display the description tag in the search results have different limits of character display, so include the important keywords early in the description.

Meta Description As a Marketing Tool
Upon a search query, a search engine displays a description with each web page result. Depending upon the particular engine, that description could be the meta description in its entirety (to the character limit), “snippets” from page content or combinations of both.

A compelling meta description will have a better chance of enticing a user to click through to your website. From that perspective, a well-written description tag is a marketing advantage. Since you are in total control of the meta description, don’t underestimate the competitive advantage.

Some search engines will snippet a web page description from html content. Keyword phrases that match the search query effects where snippet portions are lifted. Most often the snippet portions combine to form gibberish, nonsensical summaries of what a user will discover at click through destination. At the very least, those snippets are not very compelling. If you are an exceptionally skilled SEO, an intelligent summary description can be “forced”. Accomplishing that feat is a complex endeavor that is much too complicated to explain here.

However, you can frequently force the presentation of the meta description by applying these techniques. Write description tags as one complete sentence. Place your most valuable keyword phrase one time near the beginning of the description tag. Use individual keywords to complement a compelling sentence.

Summary
Follow the above recommendations and you will likely improve ranking potential and more importantly you will increase your click through rate. It’s all about gaining prominence across the major search engines, attracting highly qualified leads and then doing the things necessary to enlarge conversion rates. Of course that’s another discussion.

Remember. Always write a meta description for every web page and write it with marketing purpose.