When you create a website or blog to make known anything-services, products, ideas, reviews, reflections, etc.-, expects that this content is known and visited by as many people as possible.
And to get your page is popular without having to invest in the media, you can make use of the techniques of SEO (Search Engine optimization, or Portuguese, search engine optimization).
Optimization is the form used by digital marketing professionals for the website or blog to be well positioned in the search engines in an organic way.
That is, when a user performs a search for information that is inserted in the site, it must be among the first link options that will appear.
The Meta description, which we are going to talk about in this post, has an important role in SEO.
- 1 What is the Meta description?
- 2 And the labels, what are they?
- 2.1 Tags and search sites
- 2.2 What are SEO strategies?
What is the Meta description?
Meta description is an HTML-code tag on a page that summarizes the topic to be addressed. As a summary, she needs to be interesting, enjoyable, so that instigates the user to click on the link and access the site.
In the search results of Google and social networks, Meta description is the descriptive text that appears just below the title, serving as a complement to it, for the user to understand what is the link you are going to click.
Google clarified that the Meta description is not a page sorting factor. So many companies went on to despise that item in their SEO strategies.
However, it still shows its relevance, not only for robots and search engine algorithms, but the information is essentially important to the user.
By improving the user-search experience, the Meta description ensures its importance in improving the positioning of a Web page when a search is performed for a particular keyword.
And the labels, what are they?
Tags are marks in the code on a page that indicate how it should be displayed. They serve to organize the data of a site and inform them in an orderly way to the browser or the search engine that reads its pages.
Generally, you can identify a label within the code because they are accompanied by the symbols < >. They indicate that the information that is between the labels should be interpreted differently than a simple text.
Tags and search sites
The marks made in the code inform the search engines, in a structured way, the information contained in a page. However, only some of these data are treated as classification factors.
As we said, Meta description is an important label for the user and the searcher, because it shows the text in its results, but not interested in the ranking.
The same goes for Meta keywords, indicating the keywords of the content, but it became overlooked in the ranking to be used in the practice black hat.
However, there are other essential tags for positioning a site in the search results. This is the case of the title label (indicating the title of the page), the labels H2, H3, H4 (which indicate the hierarchy of the intertitles), the label Robots (which guides the way of indexing the content), among others.
This information provided to the search engines facilitates and streamlines the indexing process. If these data are not clear to robots, Google may have difficulty interpreting what is really on your page and damaging its positioning.
What are SEO strategies?
SEO strategies are a set of efforts to provide a better user experience and improve the positioning of a website in search results.
Although Google does not explicitly disclose its rating factors, several information circulates in the digital market and reveals the best practices that the seeker considers to define the positioning of the pages.
Understanding SEO Strategies
By implementing the SEO strategies correctly on your site, you will perceive a significant increase in the number of visits and the best thing is that these visits are organic, ie you did not have to invest in the media. These people were attracted to their content, because they are really interested in it.
However, you have to understand that the focus of optimizations is the user, and not Google. The priority of their actions is to offer a good experience for people, with nice navigation and quality content. Google knows how to capture the signals that the user is having a good experience, and that is what counts most in the ranking.
So, that must be your mindset: what am I doing is good for the user? For example, improve site speed, create intertitles in the correct text or pages with error 404. If the answer is yes (as in these cases), you can be sure that Google will evaluate your actions and improve your positioning.
Don’t expect, however, a quick result. Understanding SEO Strategies also means understanding that the results will not come instantly. You need to have patience for Google to index your pages and your site to conquer users ‘ trust. Their efforts will be rewarded with lasting and sustainable results over time.
Why be the first in a search site?
You should already ask yourself why you want to improve your site position on the Internet search engine pages. And you know that being among the first results is your goal. But have you stopped to think the reason?
Winning a prominent position in the results has a main objective: by increasing the organic traffic to the site. However, being among the first results brings many other benefits. In some countries,
Attract visitors who are actively looking for their content.
Attract traffic without investing in media.
Conquering authority and reputation in the market.
Being in front of the competition.
The importance of the Meta description.
Now that you understand the importance of SEO strategies, let’s talk specifically about the role of Meta description in this strategy. It is important to remember what we talked about at the beginning of the text: This label is essentially for the user and not for robots.
Describe the content of the page
The Meta description is a concise overview of the contents of a page. Therefore, it serves as a source of information for the user before they click on the link in search results or on social networks.
This is good for SEO, as it prevents people from getting to the site and they don’t find what they expected, which tends to increase the bounce rate of a page. For Google, this is a sign that your site is not interesting to the public, because the user accesses the content and then exits. With a clear Meta description, the trend is to reduce the rate of rejection.
Serve as propaganda for visitors attraction
The Meta description can be interpreted as a small advertisement of your post, because you must motivate the user’s click. Why should you click? What will you find in the post? What benefit will you gain if you access the page?
Answer these questions in a short and clear way to help the person. And with a touch of creativity, you can stand out from the competition! We will later see some ideas to arouse people’s attention.
And what is the significance of this for SEO? The CTR is probably an important classification factor. Indicates the relationship between the number of times the link appeared in the results and the number of clicks it received. With a good Meta description, you increase the CTR, attract more and more visitors and show Google that your site is relevant.
Where the Meta description appears
It is important to clarify that the text in the description Meta is not shown on the page-only appears in the code. The text in the code will be read by the search engines and social networks to show it to the users. Understand better:
In the search results
In the search results, the Meta description appears just below the page title, as a small descriptive text about the content. When a user performs a search with a keyword that is contained in the description Meta text, it will appear in bold, which increases the chances of the link being clicked, for more attention.
If, by carelessness or ignorance, a page does not have the Meta description defined in the code, Google will select a fragment of the content (which probably has the keyword searched) to place in the description of the link.
This can happen also when Google understands that a snippet of content is more relevant to the user and near the term that it sought than the text written on the label.
So, dedicate to the writing of the Meta description for her to be exhibited, so you have control over the description of your page and does not leave that choice in the hands of the seeker.
When a user shares a URL on Facebook, LinkedIn, Twitter or Google Plus, the network displays an image, title, and a small description of the page. This is for the user to have an idea of what you will find if you click on the link.
This small description is the text that is defined in the description Meta. Social networks capture that information in the code and display it for the user, in the same logic as the search engines.
It is worth noting: if you want to use a different description to Facebook or Twitter, unlike what is read by search engines, you can work with meta tags for social networks through Facebook Open Graph and Twitter Cards.