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Just last December, Google announced that they would be extending the meta description character limit to 320. Now they're short again. What gives?

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Does Meta Description Affect SEO?

Many things have changed over the past years, and of course, search engine optimisation ( SEO ) is no exception. As SEO evolves, its best practices also change, which means yesterday’s good SEO strategy may not work well today nor tomorrow.

And that leaves many people using SEO for their business in questions about what they do. One of the significant doubts and confusions they wonder about is the meta description .

How Is Meta Description Important for SEO?

The meta description is a summary of what the page’s content is all about. You can see that appear on search results. Take this picture below as a sample of what meta description looks like:

As explained by Google , the meta description does not directly affect search engine rankings or web page visibility. It does, however, help out in the clickthrough rate (CTR) of a page, which is a factor that has a concern in SEO .

What Are the Role of Keywords In the Meta Description?

SEO is like being in an argument with others. Everything has to have a long and winding road going everywhere but still goes back to the same point. That is why with SEO , it is vital to do your testing and experiments first before you jump to conclusions and follow everything you see online.

The meta description is like a movie teaser—you could watch it to find out the premise of a soon-to-be-released film. The same goes for meta descriptions. Reading a meta description is a perfect way to learn quickly what a web page is all about.

What Is the Character Count Limit?

If the searcher finds it aligns with their search intent, they would consider clicking it. And the higher the CTR of that web page, the more likely it would soar high on search engine result pages (SERPs).

According to Backlinko , having a meta description helps drive 5.8% more clicks than those web pages without it. Therefore, if you want your potential customers to click your web page, make sure to add a meta description to your digital marketing campaign that you would be posting on your website.

How to Write the Meta Description?

The keywords in the meta description have the same role as the other types of content materials. They help describe the topic written on the web page. Also, the search engines highlight keywords on SERPs to help searchers find the information that they are looking for.

When adding keywords in the meta description, pair them with the pages they are related to. For example, if you have a keyword like “Cat Food”, you should link to a page that offers cat food.

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