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Table of Contents

What is the meta description?
What is the optimal length for a meta description?
What should a good meta description contain?

What is the meta description?

Meta data is enriched additional information about the individual pages of a website. Alongside themeta title, the meta description is themain componentof snippets on theSERP. The description is located directly below the meta title. Both are importantranking factors for search engines. 

Accordingly, the meta description does not necessarily have to be visible to the user on the page itself.

Bei manueller Integration im HTML-Code muss die Meta Description mit den Tag <meta> in den <head>-Bereich der Seite integriert werden. 

<head>
    <meta name="description" content="⭐ Die Online Marketing Agentur aus München ► wir beraten Sie für Ihre individuelle Digitalisierung 📈 Starten Sie jetzt mit der Skalierung!">
    
</head>

If no description is stored in the code via meta tag, an excerpt from the page content is automatically displayed. This may be truncated and may not accurately reflect the content of the page. It is therefore important to storeyour own meta descriptions.

What is the optimal length for a meta description?

On average, a meta description should be between 150 and 160 characters long. Descriptions that are too long are automatically shortened and are no longer fully readable.

But it's not quite as simple as that! 

Even though many testing tools take the number of characters into account when creating the meta description, the correct display of the description depends on thepixel width. This is approximately 1300 pixels wide in the mobile view and approximately 990 pixels wide in the desktop view.

The results on theSERPare displayed in Arial font by default. Not every character has the same width in this font. Therefore, it is essential to check that your descriptions are displayed correctly in the search results and are not truncated!

Tip: You can use the command "site:domainname.tld" (e.g., "site:taismo.de") to display the indexed pages of a specific domain.

What should a good meta description contain?

The descriptions should be unique, i.e., unique content. When writing the descriptions, the following aspects should be taken into account:

  • Place importantkeywordsinthe description
  • What is themain messageof the page?
  • What are theUSPs?
  • Call to Action: Directly encourage searchers to click on