Meta Descriptions: What They Are and Why You Need Them in Every Blog Post

You just finished another blog post and feel exhausted. Your fingers are itching to press Post, but there are a few fine details to take care of first. When was the last time you customized your newest post’s meta description?

Potential clients won’t find your blog post—or your website—as easily without accurate meta descriptions. Learn why these optimized post descriptions are another key part of publishing content that will actually reach people using Google.

What Is a Meta Description?

A meta description is the ~150 character summary that you read under a page title in Google search results. It looks like this:

Google needs this description to inform potential readers about the relevancy of each search result. We’ve all used it to gauge which link we should click—now it’s your turn to write them for each of your blog posts.

Imagine a potential client searching for something like “wedding trends 2024” or “best wedding venues in [your location].” Google will pull information from your blog to decide what appears in that person’s search results. Well-crafted meta descriptions help your site gain more readers by summarizing each article’s search value.

Why Meta Descriptions Matter

People often wonder why meta descriptions matter when they talk with me about optimizing their blogs. The first thing I tell them is this: meta descriptions don’t directly impact your SEO ranking. However, they’re a core part of increasing click-through rates (CTR), which in turn affect your website's long-term performance. 

Here are a few other things you need to know before writing your own meta descriptions.

They Increase Your Readership

Meta descriptions aren’t a direct Google ranking factor, but they heavily influence how many people visit your site. People planning their weddings have nearly endless website options to choose from when searching for advice. A well-written meta description gives you an edge by clearly and enticingly stating why your blog post or webpage is the most relevant.

When more people click on your blog articles to read your advice, Google sees that increase in readership as a sign that you’re more authoritative than your competitors. Your content is inherently more valuable, so it helps your posts rise through its rankings.

They Utilize Your Keyword

Keywords are the foundation of every article. They’re the short words or phrases people enter into Google’s search box. If those words or phrases appear in optimized ways throughout your articles, Google connects readers with your tips.

Meta descriptions are essential ways to use the primary keyword you choose for your article. If you’re writing about “bohemian wedding themes” and that phrase appears in both your article and your meta description, that makes the description more relevant. It’s also easier for Google to evaluate your content if your meta description already has your keyword.

They Introduce Your Brand Identity

Think of meta descriptions like introductions. Your brand voice will shine through them by your word choice and sentence structure. A friendly meta description will appeal to more readers than one that feels like it was written by a computer.

Tips for Writing Effective Meta Descriptions

Now that you know more about meta descriptions, how do you write one that gets results? Use a few of these tips to streamline your process:

• Keep it Concise: Meta descriptions can fall anywhere between 50 to 160 characters, but leaning toward 150-160 characters is best. You’ll have more room to accurately describe your post and include your keyword.

• Use Active Voice: Starting with a verb like, “Discover,” “Learn,” or “Explore,” creates a sense of urgency while encouraging your readers to take action.

• Include a Keyword: Weave your primary keyword into your meta description naturally to match user search intent and catch Google’s attention.

• Focus on Value: Clearly state the benefits of reading your article. What will the reader gain from visiting your site?

• Avoid Duplicate Descriptions: Always write a unique meta description for each article on your site. Google won’t penalize you for duplicate descriptions, but your articles will be competing with each other to rank for content that all but one won’t cover. Those meta descriptions ultimately misinform readers, so they won’t rank. Your articles each delve into a different topic, so you should customize your meta descriptions for each audience’s queries.

Once you get into the habit of writing meta descriptions, they’ll feel almost effortless to pull together. Keep them fresh, interesting and relevant to get your blog content in front of more readers.

Need Help? Meta Descriptions Don’t Have to Complicate Your Day

Optimizing blog content takes time and energy. Meta descriptions play a pivotal role in attracting engaged couples to your site and setting your brand apart from competitors. If you feel overwhelmed with blog posts already, I’m here to help!

Let’s give your meta descriptions the attention they deserve. Reach out to set up your free consultation call. We can talk about your most pressing questions and figure out the best way forward so your blog becomes a stronger part of your virtual lead generation.